How Minute Burger Easily Connects with Gen Zs Through Video Games

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There’s no denying how valuable and powerful Gen Zs are to brands. It’s hard to believe that 45% of Filipinos belong to the Generation Z age group. Most Gen Zs have little to no financial flexibility, but give it some time and their spending power will outgrow their current capacity.

In this article, we briefly mentioned that Gen Zs place an incredible amount of value on experiences and connectivity. Gen Zers - for the most part - have taught themselves to navigate obstacles through the adoption of a digital-only lifestyle. Because they live and breathe digital, brands usually struggle to reach and engage Gen Zs in their social safespaces.

What uniquely sets Gen Zs apart from the other age groups is the maturity level they have with digital technologies. Looking at how Gen Zs communicate online, most typically connect with friends and family on Messenger, Viber, and WhatsApp. Some also use Discord or Telegram depending on their social circles and interests. 

Let’s not forget that Gen Zs consume social media content far different than Millennials and Boomers. 

This begs the question for brands: How can my marketing campaigns reach my Gen Z audience?

Understanding their digital journey is key. A market research commissioned by Minute Burger’s marketing department discovered that Filipino Gen Zs spend plenty of time playing video games daily, with mobile gaming as the top device of choice among this young, upcoming generation.

With this insight revealed, Minute Burger quickly partnered with Razer Gold to connect with potentially millions of Filipino Gen Zs passionate with competitive and non-competitive mobile games. The collaboration hit the ground running, with a social media exclusive campaign that featured Paimon, a character in the popular Genshin Impact mobile, PC, and home console online game.

In a matter of minutes, Minute Burger’s text-only announcement generated thousands of organic reactions and positive comments from fans of the game, most of whom are… you guessed it - Gen Zs! The announcement was followed with the official key visual showcasing the  collaboration between Minute Burger and Genshin Impact made possible by Razer Gold. 

The campaign also had a big role to play in drawing the attention of social media influencers and content creators building an audience in the same game community. 

A cosplayer in Davao went to a Minute Burger store and performed this lovely skit. It culminated into a partnership with her visiting and meeting her followers at a cosplay and video-game themed booth which Minute Burger was a sponsor of.

Gen Zs can cover their digital tracks with ease and brands could find it difficult breaking down their walls without an authentic and creative marketing vision that understands this generation’s interests and frustrations. Minute Burger’s unique and hard-to-duplicate strategy of unlocking communities has been vital in placing the brand closer to Gen Z audiences.

The video game community is one of different playing fields that our marketing has slowly penetrated thus far. 

Thrilled at the idea of becoming a franchisee for a brand that’s growing in popularity in several Gen Z communities? Let’s get the conversation rolling by checking out Minute Burger’s inquiry form.

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