YOUR TAX $ AT WORK
How do you market the Affordable Care Act to Millennials?
If you’ve got a good answer, tell the White House right away.
It’s tried everything to get us to sign up for health insurance — and its attempts have been downright dumb.
The latest effort involves former NBA star Magic Johnson.
Sorry: While Johnson commands respect for his athletic and personal achievements, he’s the not the best candidate to market anything to Millennials.
He retired in 1991. Anyone under 23 never even saw him pick up a basketball.
So here’s marketing lesson No. 1: You’ve lost us when we have to Google your spokesman.
The Magic mishap isn’t the ObamaCare marketing team’s first mistake. There’s also the “Brosurance” debacle, a Web and print campaign that started in Colorado but went “national” for all the wrong reasons.
Ads depict Millennials as idiots and floozies.
One ad shows college kids doing keg stands; another shows a couple about to hook up, with the tag: “Let’s hope he’s as easy to get as this birth control.”
That leads us to lesson No. 2: You’re doing it wrong when you validate the perception that Millennials are moronic.
Other campaigns have been weird, sad or both.
One print ad urged us to go to healthcare.gov by telling us that “Mom loves her comfy jeans.”
So did that kid in college who played World of Warcraft, but he never made me want to buy health insurance.
Then there’s the “pajama boy” campaign.
Another ad targets women with a not-so-catchy tune sung by cats and dogs.
That’s marketing lesson No. 3: Cat songs aren’t the same as cat gifs. #icanhazrelevance?
http://nypost.com/2014/02/14/obamas-pathetic-pitch-to-millennials/
