In a world where marketing and advertising content is much ado about Millennials, it would seem that Gen Xers, Baby Boomers and beyond are getting sidelined. It's no secret that as Millennials (77 million strong) assume the job roles vacated by retiring Baby Boomers that their purchasing power will increase (Pew estimates that Millennials will contribute over $600 billion of the $6.5 trillion spent annually by American consumers). However, there still exists a strong contingent in the older generations who still earn more with over 50% making over $50,000 compared to only 28% Millennials. Denny's recently showed some love to the older generations, Gen Xers in particular, with its harkening back to the 80s hit video games of Atari with a brand focused twist on breakfast foods; think "Hashteroids".
For Denny's, and like many brands, the campaign is an attempt to break into the digital marketing realm - a growing area of importance for advertising spend. In moving to digital, Denny's is certainly seeking to capture the Millennial cohort, but it's target customer is the aging Gen Xer who has reached the parenting/family stage. Denny's still believes that the partnership with Atari will resonate with Millennials who grew up during a time when video games were gaining ground as cool entertainment.
Target audience aside, it is important to commend Denny's on realizing that marketing isn't just about capturing Millennials and that Millennials aren't the only digitally savvy consumers. In fact, Millennials only slightly edge out Non-Millennials in their usage of technology. Research led by Aimia found that when they asked Millennials to distinguish themselves as a generation, US Millennials overwhelmingly define themselves by their relationships to technology. However, survey results indicate otherwise, that mass adoption of mobile marketing will be driven by functionality and not necessarily age.
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