Coca-Cola, Kentucky Fried Chicken and Urban Outfitters are among a growing number of brands tackling mobile and user-generated content to connect to marketing-averse millennials.
With more marketers leveraging mobile to hook millennials when they are sharing and accessing content with friends, user-generated content is generating significant buzz with brands in building brand affinity and loyalty. At the same time, these campaigns can have the reverse effect if millennials feel like they are being marketed to.