According to the Pew Research Center, Millennials are now the largest American workforce group; more than one-in-three American workers today are Millennials (adults ages 18 to 34 in 2015).
Having recently conducted a brainstorm on behalf of a client that is trying to expand their reach into this coveted audience, I found an article in Public Relations Tactics of particular interest. Sounding Off on Brands and Bands detailed how Chevrolet’s West Coast communications team has embraced Coachella and its thousands of concertgoers. In 2015, Chevrolet partnered with McDonalds and a trendy West Hollywood nightclub to sponsor #LoveDriveVibe Pool Party at an estate near the venue. The event included celebrity DJs, musicians and A-List stars. Now in its 3rd year, the Chevrolet party has become a sought-after invitation, even though it takes place outside the concert grounds.