Ah, millennials. The elusive generation that’s “killing” every industry. At least, that’s what casual dining chains, the housing market, department stores, the diamond industry, and many more capitalist darlings would have you believe. However, while some brands/industries are more than willing to play victim to a shifting socio-economic climate, there are plenty other brands thriving at the forefront of millennial “mindshare.”
Ask anyone under 30 what “Wendy’s Roasts” are, and there’s a pretty good chance they’re at least familiar with Alonzo Lerone’s viral reactions videos, where he reads off a laundry list of exemplary tweets from the Wendy’s Twitter handle (yes, the fast food burger joint) in which they mercilessly make fun of users who @ tweet them.
As a marketer, if someone floated you the strategy of “hey, I have an idea—let’s ridicule people on the Internet for fun!” you’d probably have them cleaning out their desk by EOD. So among the rising tide of ad blockers and “skip ad” button pushers, how do brands like Wendy’s expertly navigate the treacherous seas of the marketing world today? Evolution, my dear Watson…