As demonstrated by the Backstreet Boys’ T-Mobile Super Bowl ad, Millennials are responding strongly to nostalgia-driven campaigns. With Millennials now in their peak earning years, ads reminiscent of the 1990s and early 2000s are seeing success by tapping into the shared memories of a generation.
Sources:
1. Chili’s Creates A Nostalgic Marketing Moment to Reach Millennial Customers
2. Pizza Hut & Backstreet Boys Launch Valentine’s Day Campaign | DesignRush
3. Millennial nostalgia sells. Just ask these influencers making their livings off it.