Millennials travel by bus in digital style

MANILA, Philippines – There is a surge of young adults – students, first-year workers, mid-managers, and educated urbanites – that identify themselves as Millennials, those born from 1983 through 2002, who are making a huge mark in shaping popular culture and lifestyle today.

In the US, authors William Strauss and Neil Howe first used the word Millennial to identify this generation as the most technology-bound set of young people. They are the multi-tasking, computer-owning, instant messaging segment of society that grew up in the dawn of the internet. In the Philippines, Millennials are as ubiquitous as the passenger sitting next to you in an air-conditioned city bus.

The Millennial set of behaviors – closely linked to their new economic power and close affinity to the internet – is distinct, and generally speaking, characteristic of the fast pace of urban life.

They are video game addicts, power surfers on the net, and selfie producers that are happily glued to social media. They love to group together in coffee shops to try to solve world hunger and homelessness, and keen on promoting clean government.

Though deep in thought and aim, they also consume massive amounts of reality TV; they are updated to the last detail about Hollywood and local network stars.

Many of the Millennials are just now starting to earn their keep, and continue to live with their parents in the outskirts of Manila. They need to travel by bus to get to work, and here is where Inquirer Catalyst Media (ICM) engages them.

Outfitting more than 180 air-conditioned buses with the ICM Bus Channel, the company targets the upwardly mobile Millennial passenger with fun, light, friendly and modern programming. The Adventures of Kute and Puge, hilarious bits of comedy that derive from the ridiculous happenstance of Millennial life, is relatable. Chef on the Go, the first season starring Chef Andres Soriano, gives a quick recipe of a pasta or chicken dish that’s easy to replicate.

The ICM Bus Channel is the Millennial’s tool to keep updated on Filipino indie music through Tugtog Lokal, now brought to the screen with a sweet eye candy, VJ Nicole. News, taken from INQUIRER.net feed, is uploaded to buses within minutes of breaking, in text format that’s easy to read as passengers patiently move through the snarls of Edsa. On ICM bus partners, Wi-Fi service is available, and GPS tracking makes it easy to know when to get off the bus.

Just what Millennials want – more ways to connect and be informed. Loyal ICM Bus Channel fans now choose to ride only in buses installed with the ICM system.

Sponsors of ICM Bus Channel are beginning to appreciate this innovative digital infotainment platform. Last month, big companies banded together to launch the ICM Rainy Season Pass promo, wherein 10,000 booklets worth a million pesos of free bus rides on Metrolink buses were distributed.

Five SM Foodcourt venues in SM Megamall, Southmall, Mall of Asia, North Edsa, and SM Fairview were set up with ICM booths for this purpose.

The ICM Rainy Season Pass promo was co-presented by Smart, Talk ‘n’ Text, Sun Cellular, and sponsored by Bear Brand Adult Plus, Ritemed, and Boysen Paints.