On this month’s edition of “Conversations with Dairy Checkoff,” we’re joined by John Raymo, marketing and communications senior specialist with United Dairy Industry of Michigan (UDIM).
MAT: John, today we get to talk about something very near and dear to my heart, and that’s gaming. Now, it’s come a long way since I was playing Super Mario Brothers and Duck Hunt on my Nintendo back in the day. But here recently, UDIM has significantly expanded efforts to reach out to gamers about the benefits of dairy. Can you define who gamers are and tell me more about how you’re reaching them?
John: Yes. Gamers are any individuals who participate in playing video games. This can be anywhere from casual to professional. Gaming has such a wide range of genres, including action, adventure, strategy, and sports, just to name a few.
UDIM is working with a variety of partners to reach the esports realm. A couple of our partners include the Michigan Association of Secondary School Principals, Oakland University, and we’re currently seeking an opportunity with an influencer. With each of these partners, we’re able to reach consumers at the high school level, collegiate level, as well as the general umbrella of remaining consumers.
Why is it so important that UDIM and Michigan Dairy Farmers reach out to this audience?
The audience we’re specifically looking at is Gen Z, anyone who was born between 1997 and 2012, and the generations that follow who want a digital first experience. Gaming is really just a lifestyle, so we need to reach these individuals where they spend their time and focus their attention. Additionally, the gaming community has not always emphasized healthy lifestyles, so there’s a great opportunity that we can share the nutritional benefits of dairy and educate gamers on healthy eating habits.
Let’s talk about the different ways that UDIM is getting involved in this space.
There are three ways that we’re getting involved. The first one: we’re building brand exposure through logo placements. So as an example, we’re working with Oakland University to put our logo on their jerseys, as well as working with their social media team to do posts. The second way is this distribution of dairy foods at in-person conferences and tournaments, and then the third way we’re doing it is providing educational components, such as farm tours and sports nutrition presentations.
Thanks to John Raymo, marketing and communications senior specialist with United Dairy Industry of Michigan, for talking with us in this edition of “Conversations with Dairy Checkoff.” Hear the story in the media players below, and learn more about UDIM and their activities at milkmeansmore.org.