The Secret to Reaching Younger Audiences in Today's Digital Age

Jul 20, 2023 - min read min read

The #1 challenge for brands as their consumer, fans, and communities grow older? Connecting with younger demographics that no longer care for traditional marketing.

So, how does one stand out from the masses and appeal to these youngins? Gen Z, born between 1997 and 2013, is a tech-savvy generation with a global spending power of over $4 trillion. These fans seek genuine connections and experiences with their favorite brands, teams, and athletes.

Enter digital assets, an innovative way for companies to connect with Gen Z. While many brands are still trying to understand what digital assets are, their potential to captivate the attention of young fans is undeniable. A recent survey found that only 19% of Gen Z respondents have already purchased digital assets, yet Gen Z and Millennials combine to make up 94% of all cryptocurrency investors. To be clear, digital assets include in-game items (Fortnite, Roblox, Minecraft, etc) but they also refer to NFTs, crypto, etc. 

Here are five ways your brand can leverage digital assets to engage younger audiences:

Tap Into The World of Gaming: The gaming industry has been an early adopter of digital assets. The video game industry is also the largest and most lucrative entertainment industry (by far!). Partnering with gaming companies and creating in-game assets, allows sports brands to tap into a huge and engaged audience. For example, a sports brand could partner with a game like Fortnite to create branded digital asset items.

Create Engaging Experiences: Digital assets can help brands create unique experiences exclusive to digital asset holders. For instance, you could create a virtual stadium where digital asset holders get access to exclusive content, and interact with each other during live games, creating a unique and immersive fan experience.

Reward Fan Loyalty: Digital assets can serve as a tool for teams and brands to reward fan loyalty. For example, a sports team could design unique digital assets that are exclusively available to fans who have attended a certain number of games. This strategy can incentivize fans to stay engaged and loyal to the team. Digital assets can unlock massive utility to their holders.

Create a Sense of Exclusivity: By creating limited-edition digital assets (i.e. Roblox Limiteds), sports brands can offer their fans a sense of exclusivity. This could be a digital replica of a championship ring or a virtual jersey that fans can showcase in their digital collections.

Support Social Causes: Younger fans are increasingly interested in brands that support social causes. You can also use digital assets to create unique fundraising campaigns that support charities or social causes. For example, a brand could auction off digital assets with proceeds going toward community development projects.

Digital assets offer a new and exciting way for companies to engage with new, younger audiences. As the development of virtual worlds (not to mention Web3) continues to evolve, digital assets will undoubtedly become an increasingly important part of the marketing mix. 

Companies that are quick to adopt and experiment with this technology will be well-positioned to capture the attention of younger audiences and stay ahead of the competition.

If that sounds like you and you want to get the ball rolling, then don’t hesitate to reach out to us. Get in touch, and we’ll get your team on the right path.