Reaching millennials isn’t always easy for marketers, but there’s one thing that seems to be working brilliantly right now: tapping into their affinity for nostalgia and their desire to re-connect with their childhoods. In this week’s News of Note, check out why Nintendo, Pepsi and Blink-182 may be proof that nostalgia is a great marketing strategy.
Unless you have been completely off the grid for the past week, you’ve probably heard about new smartphone app called “Pokémon Go.” An extension of the Pokémon franchise, which has been more or less dormant since the 1990’s, the app uses “augmented reality” to allow users to explore and catch Pokémon in the real world. Nintendo’s stock has skyrocketed 20% and the app now has more daily active users than Twitter. The “inexplicable popularity” of the game can be in part attributed to the incredible nostalgia millennials feel for the Pokémon franchise. (Time)
PepsiCo is also using nostalgia and 1990’s culture as a key marketing tactic with a limited-time release of their iconic clear soda “Crystal Pepsi.” To compliment this launch, Pepsi also created a spin off of the classic 90’s computer game “The Oregon Trail,” calling it “The Crystal Pepsi Trail.” In the words of Linda Lagos, Pepsi’s Director of Brand Marketing, “Pepsi is all about pop culture and few things are as hot right now in pop culture as the 1990’s.” (Advertising Age)
Blink-182’s most recent album unexpectedly overtook Drake for the No. 1 spot on the Billboard 200 albums chart – the band’s first No. 1 release in more than 15 years. There is no doubt that millennials are drawn to the pop punk rhythms of their youth and the fond memories of teen angst they relish from the 90’s. (The New York Times)