Video

Mobile apps can connect young fans to old brand

Jeff Fromm, EVP at ad agency Barkley and lead editor of MillennialMarketing.com, recently spoke about how Krispy Kreme is a great example of an older brand that has developed a "useful" mobile app to connect with the Millennial consumer base. The doughnut chain's app incorporates its iconic "Hot Now" theme to alert users whenever a fresh batch is ready. The app, Fromm says, appeals to young, digital-native consumers without alienating the brand's older customers who are familiar with "Hot Now." "Useful is the new cool," Fromm said.

October 11, 2013