The British payment card company has this year reached its half-a-century milestone. However, Barclaycard’s age isn’t stopping them from looking for ways to attract younger customers.

The finance brand has teamed up with BuzzFeed and Snapchat to create the ‘Great British Music Showdown’ campaign. Searching for the nation’s musical DNA, Barclaycard has uploaded a public quiz available on BuzzFeed which is being supported by advertisements on Snapchat.

Barclaycard attract younger customersIt is clear to see that this campaign is focused on the younger audience. Half of Buzzfeed’s 200 million monthly visitors are aged between 18 and 34 years-old and there is no doubting Snapchat’s role in reaching millennials.

Answers from the online quiz will be used to assess the UK’s musical DNA, region-by-region. Each person who completes the quiz will also be given their own personalised ‘dance bot’ avatar which can be shared on social media.

Focusing on music

The campaign revolves around Barclaycard’s longstanding partnership with Hyde Park’s British Summer Time music festival.

The music festival, which includes headliners Stevie Wonder, Florence and the Machine and Massive Attack, features a variety of different musical styles and this is where the campaign finds its relevance.

Katherine Whitton, Barclaycard’s Chief Marketing Officer explained how music provides the brand with authenticity that financial brands often struggle to achieve. “Yes we could just go down the sport route like everybody else, but all of our market research tells us that music is ubiquitous and hugely pertinent,” she commented.

Incorporating Snapchat

The decision to target the younger market has meant that Barclaycard has become the first finance company in the UK to use Snapchat ads.

Snapchat recently decided to cash in on the reach that the platform holds by focusing harder on the revenue that advertisers can provide. Let’s face it, it was only a matter of time.

Snapchat now gives brands the opportunity to show advertisements in between ‘stories’. Advertisers can then choose what happens when users swipe on the content. It could include more detailed information, being directed to a website or article, installing an app or watching a longer ad.

Using Snapchat has given Barclaycard the opportunity to reach the 150 million daily users, most of whom are under 30. You can take part by completing the quiz to find out your musical DNA and creating your dance bot on BuzzFeed.

For help in reaching your company’s target market, call The Ideal Marketing Company today on 01858 374 170.

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