In looking for ways to reach a more mobile and younger audience, more brands are using viral videos to connect and interact with consumers.
Lindt leveraged Youtube to launch Lindt Hello, their latest chocolate collection, and hit a more trendy, tech-savvy, romantic-comedy loving consumer. Using celebrities like Ashley Tisdale, the web videos debuted on September 18th and ask for consumer involvement in the story line by using the hashtag #ItStartedwithHELLO. Other brands have looked to videos to try to connect with a younger audience as well. Kohl’s introduced their S.o. R.a.d collection on AwesomenessTV, and both Old Navy and Kmart used video content in their latest back-to-school campaigns. Due to the amount of time millennials spend watching TV or other content on their mobile devices, this form of of advertising hooks the key demographic and makes the content viewable wherever they are.