Car brands are leaning into digital experiences to engage with cord-cutting Millennials.

Car brands are leaning into digital experiences to engage with cord-cutting Millennials. It’s out with linear TV and in with livestreamed events, social media video content, and augmented/virtual reality (AR/VR) experiences for auto brands looking to reach the industry’s largest audience (hi Millennials). YPulse’s ad/marketing effectiveness data shows that the top types of marketing Millennials like include entertainment sponsored by brands, branded events, and livestreams from brands. Car brands are listening, and according to Twitter, more than 80% of auto brands on the platform hosted a virtual vehicle launch or plan to do so this year to adjust to Millennials’ preferences. In April, Hyundai partnered with National Geographic for “Outside Academy,” an AR series promoting the carmaker’s electric and hybrid vehicles, and earlier this year Toyota worked with four content creators for its 2021 Sienna minivan campaign where they developed original content on Pinterest that promoted the minivan as the “third space” between the home and office. YPulse data shows that the pandemic intensified young peoples’ desire to own a car, and many young car buyers are looking online and on social media to find their next ride. (Marketing Dive)