Some automakers are feeding the viral-content cravings of millennials in an effort to create brand appeal.
Volkswagen, Ford, Toyota, Mini and others are diversifying their ad strategies with quirky posts on BuzzFeed, a millennial-dominated social media site known for its "Top (insert number)" lists ranking every topic you might imagine.
The site employs more than 100 journalists who report on topics such as politics and business. But for many its appeal lies in the contagious lists that persuade many of its 85 million unique monthly users to plaster their social news feeds with outlandish photos and Internet postings.
- 25 Party Appetizers That Should Be Banned For Life
- 21 Dogs Who Are Prepared For Black Friday
- 15 Terrible Love Lessons We Learned From Disney Princesses.
Toyota and BuzzFeed's ad-content staff once came up with a post dubbed "11 Dances You Should Totally Do In The Car" to name-drop the 2014 Corolla, while Volkswagen echoed its Super Bowl spot with "9 Songs That Will Turn Your Frown The Other Way Around." Buzz-Feed's ad creative team is separate from the editorial operation.
More than half of BuzzFeed's monthly visitors come through mobile devices. The site had a record month in November with 130 million unique visitors.
"With the 2014 Corolla, we know that we have a new kind of consumer -- they're hyper social digital natives connected to everything they care about from friends, to entertainment, to researching for their first new car," Dionne Colvin-Lovely, Toyota's national marketing media manager, wrote in an e-mail. "Connecting with them meant meeting them where they already were."
Automakers are enticed by users' propensity to share BuzzFeed content.