Introduction to Gen Z’s Digital World
As Gen Z matures into an lively consumer base, it’s time for brands to get comfortable with emerging mobile trends. Industry leaders, corresponding to McDonald’s, Snapchat, and Monster Energy, are meeting this generation where they live: on their phones. During day two of Advertising Week 2022, these leaders shared how their investments in augmented reality (AR) and QR codes have paid off.
Reaching Gen Z through Immersive Experiences
McDonald’s has launched over a dozen AR lenses with Snapchat, allowing mobile users to enter immersive digital experiences. The burger giant has reported record success through its partnership with Snapchat, with 80% of its social activations occurring on the platform. This approach enables McDonald’s to interact with Gen Z in a natural way, encouraging creative self-expression. According to Jennifer Healan, McDonald’s vice-president of US marketing and content, "They see themselves within the work, in our ideas. We are sharing the pen with them [and] they are actually a part of the brand."
Embracing New Technology
The latest technology has permitted McDonald’s to take risks and be uncomfortable, leading to an informal, lowercase social media presence and inspiring TikTok users to create their very own content. Healan noted, "We’re okay taking risks. It took us some time to get there, [but] we’re okay rolling around, being uncomfortable." This approach has allowed McDonald’s to attach with Gen Z on a deeper level.
Catching Gen Z’s Eye with QR Codes
QR codes have turn into an efficient technique of delivering links in real-life situations. With the pandemic spurring rapid adoption of the technology within the US, brands like Monster Energy have leveraged QR codes to achieve their audience. According to Shaun Farrar, Monster’s senior director of worldwide media, QR codes prove effective in catching the attention of a consumer base that spends half of its waking hours on screen time. "You never know once you’re going to catch someone at the best moment," Farrar said. "By giving them the flexibility to take out their phone and have interaction together with your brand is big."
Conclusion
In conclusion, brands like McDonald’s and Monster Energy are successfully reaching Gen Z by investing in AR and QR codes. By embracing emerging mobile trends and taking risks, these brands are capable of connect with this digitally native generation in a natural and immersive way. As Gen Z continues to mature, it’s essential for brands to remain ahead of the curve and adapt to their evolving preferences and behaviors. By doing so, brands can construct strong relationships with this influential consumer base and stay relevant within the ever-changing digital landscape.
