How Three Brands Learned to Talk to America’s Youth
The following is an excerpt from Adweek’s Lydia Dishman:
“The Boy Scouts of America is synonymous with building character, confidence and camaraderie—and more recently, digital savvy. Rather than bristling at the march of progress over tradition, the 104-year old organization has embraced its role developing the character and values of millions of young, connected digital natives. At official gathering places such as the Philmont Training Center in New Mexico, older scouts can build orienteering and geocaching skills (which rely on GPS or mobile devices) between turns riding zip lines and panning for gold. As a result, brands such as AT&T, Jack Link’s and Polaris have taken notice and discovered that a partnership with the Scouts is a unique opportunity to build loyalty among 2.7 million engaged and energetic youths, 50 million living alumni and one million adult volunteers.”
Read more about their strategies, success and the best ways to appeal to youth in the remainder of the article from adweek.