As the activity grows in popularity, we’re here to fill you in on the major players and what social TV check ins mean for marketers. Some networks have created their own apps, such as MTV’s Watch With, but we’ve focused on general apps that work across all networks.

GetGlue

One of the first major players on the social TV scene, GetGlue has 2 million users and garned more than 100 million check ins in 2011. The app lets users check in to everything from movies to TV shows to music to books. The check-in process is simple; type in the media you’re using or find it on a list of trending shows, songs, etc. Like Foursquare, checking in earns badges. Some brands have partnered with GetGlue to offer rewards, such as discount coupons, free items, and sweepstake entries.

Once checked in, the app begins to show a stream of comments that others are saying about the show that’s on, making the whole watching experience more communal and interactive. Users can follow other users to find out what they’re into and discover new shows, bands, books, and more.

Viggle

The newest app to make waves in the media world, Viggle launched in mid-January offering more tangible rewards for its users. During its Viggle Bowl event during the Super Bowl, it notched more than 1.4 votes on the halftime show alone. Viggle is specifically a TV check in app. Users can earn high point values for checking in to featured shows, and smaller point values for other shows. The Viggle check in process works like Shazam: tap the check in button on your screen and Viggle will listen to the sound emanating from your TV. Points aren’t rewarded automatically; it verifies that users watch a significant portion of the show.

Because it requires a little more of its users, Viggle’s rewards are pretty sweet — users can earn points toward gift cards to Starbucks, Burger King, Sephora, iTunes, and more, as well as subscriptions to Hulu Plus or free movie tickets. During its Viggle Bowl, users could answer trivia questions, rate the ads they watched, vote on who they thought would win, and more. They could earn thousands of points for their engagement and opinions.

Miso

Miso is another app that has been around for a little while. It’s check in system is similar to that of GetGlue, which allows you type in what you’re watching without verification. Along with connecting users with other fans, it connects them with bonus content. Nope, not video clips, but “SideShows,” that clue users in to the songs used in the show (with a link to Spotify); the fashion that the characters are wearing (with pricing info); quips, quizzes, and quotes to prompt comments; and more. Each slide can also be shared on Facebook and Twitter when users connect their accounts. Both fans and networks can create SideShows.

Miso has partnered with DirecTV, Boxee, and AT&T U-verse so that users of those services can sync its SideShows with the timing of the show instead of having to manually scroll.

What Does It Mean For Marketers?

Social TV can draw viewers into a deeper engagement with the show as they talk about it with other fans, encouraging them to come back regularly — to the show and the app — to “meet” with their friends to watch “together.” And viewers are more than happy to share their opinions, particularly if they know networks and brands are paying attention.

On the other hand, the apps can also serve as distractions if the shows and commercials aren’t enough to hold their attention. With their phone or other devices already in hand, it’s only a click or two to find other, more entertaining content online or via another app.

To contact Jordan or other members of the youth advisory board, email them at youthadvisoryboard @ ypulse.com, or simply leave a note in the comments below.

Super Bowl Ad Roundup: The Winners And Losers Among Millennials

This year, Super Bowl ads reportedly cost companies an average of $3.5 million for a 30-second spot, but was it worth it? As a teenager that only watched “The Big Game” to see the commercials, only a dozen or so ads really appealed to me. Those select few, however, made me laugh out loud. Here are my top picks for Super Bowl commercials, and my thoughts on their ability to reach their target audience.

#7 Doritos “Slingshot”

People were still talking about this ad in school on Monday. It appeals to everyone, from mischievous little boys (who love Doritos) that now have another way to use their slingshot to older viewers who think the smiling baby is adorable.

Ypulse analysis: Doritos once again put its ads in the hands of its fans, and once again, they do not disappoint. Between the slingshot baby ad described above and the ad with the dog getting rid of the family cat and bribing the husband with Doritos, we’re not sure which was funnier. Humor still is the way to Millennials’ hearts (and stomachs?), and Doritos over the top, consumer-generated ads are something viewers look forward to every year.

#6 Skechers “Go Run Mr. Quiggly!”

The cute French bulldog, Mr. Quiggly, makes his debut in the Skechers commercial racing against greyhounds and moonwalking across the finish line, getting bonus style points in his Skechers! I think this commercial was most appealing to younger audiences that wear sneakers on a regular basis.

Ypulse analysis: Skechers are a popular street wear sneaker brand, but this ad reminds fans that they’re for running too, and pulls it off in a funny, clever way. Greyhounds might be known as the sleek speedsters, but Mr. Quiggly proves that he and other Skechers wearers can be fast and stylish at the same time. It’s a good way to position the brand for performance shoes without losing its street cred.

#5 Chevy “Sonic Stunts”

Yes, the car actually bungee-jumps, does a kick-flip, and sky dives. Need I say more? Although everyone at our “Big Game” viewing was awe-inspired, it mainly caught guys’ attention with its over-sized skateboard and rally driving theme.

Ypulse analysis: Chevy has revved up its marketing to Millennials. It is building cars with them in mind, and this commercial shows the company really does get what driving is all about for young people. Rolling down the windows, cranking up some tunes (the ad’s song, “We Are Young” by Fun. climbed to #2 on iTunes following the ad), and just enjoying a bit of freedom. Right up to the commercial’s tagline, “From your first time, to the time of your life, Chevy runs deep,” we were thinking Chevy nailed it with this ad. (On a side note, watching the OK Go music video performed in — by? — the Sonic definitely makes us want to go for a drive.)

#4 Hyundai “Rocky”

The “Rocky” theme song was definitely an attention grabber. Fans of the movie will have a special place in their hearts for this commercial. It kept me humming the theme for longer than the commercial actually aired.

Ypulse analysis: Jordan’s commentary above actually points out a shortcoming of the commercial. While viewers enjoyed the music and workers coming together to inspire one of their own, the commercial could have been for any brand. What’s memorable about it isn’t the brand, but the song. Sometimes music’s effect, particularly on Millennials, can overwhelm brand messaging.

#3 “The Voice” feat. Betty White

The four judges of “The Voice” (Blake Shelton, Christina Aguilera, Cee Lo Green, and Adam Levine) are in a fight over the voice of an amazing mystery voice, who turns out to be Betty White. My friend, who is a cinematography guru, absolutely loved the effects in the video, and I thought it was a great, comical advertisement.

Ypulse analysis: With the number of reality singing competition shows out there, “The Voice” had to do something different to stand out. Showcasing its celebrity judges who fight for the right to train the best contestants is relevant to the show. Pulling it off in with blockbuster movie style and with a Betty White cameo will grab Millennials’ interest every time.

#2 M&Ms “Sexy and I Know It”

This video used a current song and funny characters to propel its way to the top of the Super Bowl ads. It certainly grabbed my attention, as well as the Northwestern University Kellogg School Super Bowl Advertising Review– it won the annual competition. Great ad for all ages.

Ypulse analysis: This is an example of an ad that uses a hit song to great effect. Unlike the Hyundai ad mentioned above, this M&Ms ad uses only a snippet of LMFAO’s hit, so the music doesn’t bury the message. It also helps that its referencing established characters with whom Millennials are well acquainted. Also, we love a hot girl (M&M) in hipster glasses!

#1 VW “The Dog Strikes Back”

The “doggie workout” video is top dog in my list of Super Bowl ads! It was funny, adorable, had a plot line, and an ending that tied it back to VW’s amazing “Star Wars”-themed ad from last year, creating a cultural connection. It has been hailed as the top commercial on many lists, and in my opinion, was endearing to all ages. Now that’s what I call, “Das Auto”!

Ypulse analysis: We knew that VW was going to have a dog theme with its new Super Bowl ad. We’re not sure which was better, the teaser of dogs from the “bark side” or the actual game time ad. One thing is certain, a nod to nostalgia and a throw back to simpler times resonates with Millennials.

Ypulse’s additional hits and misses:

Chevy’s “Mayan Apocalypse”: We actually laughed out loud when we saw this ad. Millennials are looking at the Mayan apocalypse like Gen Xers looked at Y2K — they’re looking forward to the date as an excuse to have a blow out party just in case the world ends. Referencing the event in an ad definitely earns Chevy some bonus points with Millennials. At first we wondered why all the survivors were older guys (hardly appealing to Millennials), but then we caught a glimpse of Chevy’s follow up that would have aired if the game had run longer, which put yet another smile on our faces as a confident young woman cruised by the guys in her yellow Camero.

Go Daddy’s “Body Paint”: It’s time for Go Daddy to try something new. Sure, sex sells, but the same gimmick over and over gets old after a few years. We doubt even teenage boys paid much attention to this ad.

Pepsi With Elton John & Melanie Amaro: What was going on here?! Elton John is his legendary self and “X Factor” winner Melanie Amaro does an amazing job reprising Aretha Franklin, but aside from the celebrity appeal, this commercial does nothing for us. It’s as if Pepsi took a bunch of things that it thinks Millennials enjoy, threw them in a blender, and poured out this ad, tossing in Flava Flav as the cherry on top. Nothing about the self-indulgent king forcing others to sing for their survival is entertaining, aspirational, or enjoyable.

Audi’s “Vampire Party”: Okay, so Team Edward may not be big fans of this ad, but we think it still wins over Millennials when their cultural touch points make it mainstream. This ad was probably intended for parents who are tired of their teens’ addiction to Twilight, but there are plenty of young people out there who are tired of the vampire vs. werewolf saga. Anyone want to put a side bet on seeing zombies in a Super Bowl ad next year?

About Jordan

Jordan Orris, 17, is an aspiring political writer, blogger, and analyst. She is a senior in high school, and has been published in The Las Vegas Sun. Jordan’s most significant accomplishment was serving as a United States Senate Page for Senate Majority Leader Harry Reid in the Summer of 2010. She served the State of Nevada as Miss Nevada’s Outstanding Teen in 2009, making state-wide appearances to gubernatorial and mayoral offices, civic organizations, philanthropies, and schools. Her personal platform during her year reign was SERVE: Sacrifice, Empathy, Relationships, Values, and Empowerment, and she has advocated community service programs to members of the Nevada State Legislature. Jordan also founded her school’s first online literary publication, GVoice, which receives hundreds of hits each day, and is a creative outlet for literary expression at her high school.

Martine Reardon is promoted to Chief Marketing Officer at Macy’s. She had been EVP Marketing there. (Via Ad Age, reg required)

Disney makes some executive moves: Sean Cocchia is promoted to the new position of SVP/Business Operation and GM, Disney Channels Worldwide; he was most recently SVP and GM, Radio Disney. Phil Guerini is upped to VP and GM, Radio Disney; he was most recently with Walt Disney Records and Disney Parks & Resorts. (Via Cynopsis)

Dan Shepherd joins Hachette Children’s Books as Deputy Managing Editor, a newly created position within the company. He was Group Sales Director for Penguin Children’s Books UK. (Via The Bookseller)

Chris Mohney joins Tumblr as Editor-In-Chief of its new news project. He comes from Blackbook where he was VP of Content. (Via NY Observer)

Jessica Bennett is named Executive Editor at Tumblr. She had been Senior Writer and Editor at Newsweek/Daily Beast. (Via Mediabistro, reg required)

Denise Kovac is named as Marketing Director of Baby Genius Entertainment, the company behind the Baby Genius line of music and education-based products and characters. She was most recently President of Bay Street Brands. (Via Kidscreen)

Matt Dentler is named Indie Film Partner Manager for iTunes. He was most recently Head of Content for Cinetic Rights. (Tracking Board)

Sumiya Nowshin joins Tor/Forge Books as Marketing Manager. She was most recently Associate National Accounts Manager at Random House Children’s Books. (Via Publishers Weekly)

Elizabeth Bewley has been promoted to Senior Editor for Little, Brown Children’s Books. She joined their Poppy imprint in 2008. (Via Publisher’s Lunch)

GET READY for the Millennial Mega Mashup presented by Ypulse and IIR, May 7-9, 2011 in Miami, Florida! More details below…

Featured Events

February

Online Marketing Summit
Date: February 6-10
Location: San Diego, CA
Cost: $2195 for an all-access pass; $795 for a one-day pass
Description: Online Marketing Summit is the premier global educational event for marketing professionals. Join over 1,500 of your marketing peers as they share ideas, hear from expert practitioners, and learn best practices in the areas of: Social Media, Demand Generation, Search, Email, Analytics, Mobile, Integrated Marketing and more. Events include hands-on training workshops, one-on-one personalized labs with experts, thought-leadership presentations, and peer-to-peer collaboration. More

Intelligence Group Trend School
Date: February 7
Location: New York, NY
Cost: $2,500
Description: Every quarter, the Intelligence Group brings its industry-leading Cassandra Report to life in this intimate, interactive, daylong immersion into youth culture and social trends. We go beyond what’s happening with young consumers by delving into why they’re acting, and reacting, the way they are. Our Los Angeles and New York Trend Schools will take aim at Digital Media and Technology, the uncommon and unpredictable force that is driving so much of Gen Y’s ever-changing consumption behavior. More

Social Media Strategies Summit
Date: February 7-9
Location: Las Vegas, NV
Cost: $1,795 and up for the full conference; $495 and up for workshops
Description: Social Media Strategies Summit has six tracks, each outlined to focus on a particular industry. Each track includes sessions focused on the following categories: Corporate Case Studies; Community Engagement and Customer Service; Measurements, including analytics, ROI and tools; Sales Approach; Legal Risks & Strategies; and Marketing Strategies & Tactics. If you or your team are responsible for your company’s branding, marketing, strategy development, monitoring, customer relations, community engagement, public relations, media sales, business development, or legal, or you are the Chief Executive, Chief Marketing or Chief Branding Officer this summit was designed with you in mind. More

Kidscreen Summit 
Date: February 7-10
Location: New York, NY
Cost: $1,395
Description: A key event in the kids’ entertainment industry for executives, producers, creators, distributors, retailers, licensors, marketers, digital media content creators, and distributions to learn about issues relevant to the field. Moreover, attendees will learn about current market needs, opportunities, and challenges, interact with other leaders, and build their businesses. More

Media That Matters Summit
Date: February 10-11
Location: Washington, DC
Cost: Contact Media That Matters Summit
Description: This year’s theme, “Storytelling across Platforms,” focuses on today’s evolving media world in which publics can engage with creative projects across platforms such as radio, the web and mobile devices, as well as film and TV. More

Toy Fair
Date: February 12-14
Location: New York, NY
Cost: n/a
Description: The 109th annual American International Toy Fair is the largest toy and youth product marketplace in the Western Hemisphere, bringing together more than 1,100 exhibiting manufacturers, distributors, importers, and sales agents from around the globe to showcase their toy and entertainment products. From classic toys to interactive entertainment and everything in between, the Toy Fair playground includes: action figures and dolls, games and puzzles, construction toys, arts and creative activities, earth-friendly products, bicycles, tricycles and ride-ons, radio-controlled vehicles, infant and preschool toys, cars, trucks, and trains, puppets and plush, audio and video cassettes, computer software and video games, playground and sporting equipment, Halloween, Christmas, books, stationary, party supplies, and much more. More

March

Media Summit
Date: March 7-8
Location: New York, NY
Cost: n/a
Description: The international conference on media, advertising, television, broadband, social media, mobile, cable & satellite, publishing & magazines, radio, news media, motion pictures, and marketing. More

SXSW Interactive
Date: March 9-13
Location: Austin, TX
Cost: $950 (early bird discounts available)
Description: An incubator of cutting-edge technologies, SXSW Interactive features five days of compelling presentations from the brightest minds in emerging technology, scores of exciting networking events hosted by industry leaders, and an unbeatable line up of special programs showcasing the best new websites, video games, and startup ideas the community has to offer. From hands-on training to big-picture analysis of the future, SXSW Interactive has become the place to experience a preview of what is unfolding in the world of technology. Join us for the panels, the parties, the 15th Annual Interactive Awards, Startup Village, ScreenBurn at SXSW, the SXSW Trade Show and, of course, the inspirational experience that only SXSW can deliver. More

Mobile Marketing Conference
Date: March 19-21
Location: Miami, FL
Cost: $2,495 – $3,490 (plus early bird registration discounts)
Description: The Mobile Marketing Conference will unite today’s pioneering marketers on a quest to uncover the value of the mobile medium as an “always on” channel to engage consumers and convert mobile interactions to transactions. Featuring a robust agenda of real world case studies shared by clients themselves, this program has co-created by practitioners, mobile experts and visionaries in order to be truly reflective of the industry’s immediate learning goals. Best in class case studies will be presented by Intercontinental Hotels Group, Gap Inc, Pandora, Taco Bell, Google, The Wharton School, Intuit, Time Inc, Allergan Pharmaceuticals and more! More

Bologna Children’s Book Fair
Date: March 19-22
Location: Bologna, Italy
Cost: €25 – €60
Description: The Bologna Children’s Book Fair is the most important international event dedicated to the children’s publishing and multimedia industry. In Bologna, authors, illustrators, literary agents, licensors and licensees, packagers, distributors, printers, booksellers, and librarians meet to sell and buy copyright, find the very best of children’s publishing and multimedia production, generate and gather new contacts while strengthening professional relationships, discover new business opportunities, and discuss and debate the latest sector trends. More

Multicultural Media Forum
Date: March 21
Location: New York, NY
Cost: $425 (early bird registration discounts available); $49 for students
Description: For over 10 years, the Forum has attracted an audience of about 300 executives in television programming and distribution, marketing and advertising, and technology, as well as advertisers and the trade press. The 2012 Multicultural Media Forum explores the word “community” from various perspectives including: The Multicultural Community, as the general market shifts to become a multicultural market and how business models must adapt to remain relevant to all consumers; Communities Within Communities across all industries as companies are looking to multicultural communities for growth, not just in America’s major metro areas, but across the country; Virtual Communities and how social media—driven is by broadband and digital technologies to reshape the concept and power of community locally, nationally, and internationally; and Research Communities and how major media brands are harnessing the power of online research communities to listen to, engage with, and learn from their consumers. More

Re:Think 2012
Date: March 25-28
Location: New York, NY
Cost: $1,745 and up
Description: Continuing to explore the possibilities and opportunities afforded by dynamic technologies and new research methods, Re:think 2012 will again convene over 3,000 executives from around the globe to examine the state of advertising research — where is it now, and where is it heading? What game-changing techniques, approaches and components are on the precipice? More

PSFK Conference
Date: March 30
Location: New York, NY
Cost: $395
Description: PSFK will host its sixth annual conference celebrating new ideas. An audience of creative professionals from across advertising, design, marketing, and technology industries will listen to a mix of inspirational speakers curated by the PSFK editorial team. A diverse program of speakers bring backgrounds in art, technology, design, marketing, and media, creating an environment where disparate ideas can come together in new ways to fuel work that changes the world for the better. The conference agenda allows participants to meet and discuss with one another, together sharing and building upon the ideas brought forth from the stage. More

TEDxTeen
Date: March 31
Location: New York, NY
Cost: Free
Description: TEDxTeen has curated a lineup of international youth (sprinkled with some compelling adults) who are tackling the big questions and big problems with passion and action. What are teens across the globe doing to make a difference? You might be surprised! More

April

Sex::Tech
Date: April 1-3
Location: San Francisco, CA
Cost: $185 – $375 for professionals; $30 for students
Description: Sex::Tech 2012 brings health and technology professionals together with youth, parents, and community leaders to advance the sexual health of youth in the U.S. and abroad. Sex::Tech is the only conference event that showcases high-tech educational content (mobile, social media, Internet) developed by professionals, highlights national and local program successes, and puts youth leadership at the forefront. Conference tracks for 2012 include: Healthy Sexuality, Field Insights That Advance Sexual Health, and Grassroots Advocacy. More

Digital Kids Conference
Date: April 25-26
Location: Los Angeles, CA
Cost: $795 – $1,195 (early bird discounts available)
Description: DigitalKids promises to deliver a robust experience to participants and conference goers alike, as growth in the digital youth market continues to skyrocket. Its goal is to continue bringing to light the best practices in digital product development, marketing and business strategies to reach and engage kids and youth. Digital Kids provides companies the critical information they need to reach digital kids and connected youth through online and mobile technologies. Coverage will include social games, mobile and tablet apps, virtual worlds, social media and marketing, and more. With the participation from industry leaders worldwide, this year’s conference includes dedicated tracks on operations, safety, business, production, and market research. More

May

Digital Hollywood
Date: May 2-5
Location: Marina del Rey, CA
Cost: $735
Description: Digital Hollywood debuted in 1990 and has from its start been among the leading trade conferences in its field with over 15,000 top executives in the film, television, music, home video, cable, telecommunications and computer industries attending the various events each year. More

Millennial Mega Mashup
Date: May 7-9
Location: Miami, FL
Cost: $2,595 – $3,595 (early bird discounts available)
Description: Join IIRUSA and Ypulse for the sixth annual Millennial Mega Mashup! It’s the only event that explores Millennial culture, how youth habits and attitudes are evolving, and what this means for your brand and business. Millennials are the largest American generation ever, wielding enormous spending power, and they’re still figuring our their brand preferences and opinions. Unlike their predecessors, this group entered the world as tech smart, media-savvy kids, and they’ve grown up expecting more from the companies and brands vying for their attention. An All-Star team of speakers from the biggest names in youth culture will fill you in on what matters most to Millennials. More

June

Book Expo America
Date: June 5-7
Location: New York, NY
Cost: See site for details
Description: BEA is the leading event in North American publishing, and it returns in 2012 with even more new and exciting features to keep pace with the industry, including a totally revamped and expanded IDPF Digital Zone, live streaming of favorite BEA events, totally refreshed BEA Education Program, and favorite and up-and-coming authors. More

American Library Association Annual Conference
Date: June 21-26
Location: Anaheim, CA
Cost: Price varies based on membership status
Description: The ALA Annual Conference is the world’s largest event for the library community. Bringing together more than 25,000 librarians, educators, authors, publishers, literacy experts, illustrators and the leading suppliers to the market, the Annual Conference gives you a once-a-year opportunity to advance your career and improve your library. More

For more coverage of youth marketing, go to the Ypulse Youth Marketing Channel.

It’s no surprise the franchise has grown rapidly in its short existence — tween girls have been invading adult spas for a few years now. They come in for mother-daughter days, as well as for parties with friends. Now they have a salon that gets them. I’ve seen many a tween girl struggle to pick out her polish color at grown-up salons, staring at a sea of dark burgundies and plain pinks when she really wants neon or iridescent sparkle.

The tween years are tough, and girls in particular feel rushed to grow up and look like the celebrities they admire. But as Britney put it, you’re not a girl, not yet a woman. They try to act older, dress older, and look older, but they meet with a lot of resistance and mixed messages along the way. Wearing sexy clothes, heels, and strong makeup isn’t allowed, but a grown up salon experience that leaves them looking like a beauty pageant contestant is okay, if only for a day.

One reason for the shift is the changing nature of family relationships. Kids are full-fledged members from an early age, being given a say in family decisions and bearing some responsibility. Considering this parent-child relationship, it makes sense that a mom would take her young daughter to a spa to show her the ropes at an early age. But remembering that a kid is a kid, the mom doesn’t want her daughter to take growing up too far too fast.

Salons and spas like Sweet & Sassy are a compromise. They give tween girls the semblance of a grown up experience in a playful environment. They can dress up and be princesses for a day, but once they change back into their regular clothes and wash off the glitter, they can go right back to being students and soccer players and school band members. After all, a major part of growing up for tweens is the opportunity to try on a few personas and styles to find themselves, hopefully with the guidance of the parents and with the support of their friends.

Gregg Taylor is named Head of Development for DreamWorks Animation SKG. Taylor had been a senior development and production executive with DreamWorks Animation. (Via Cynopsis)

Dan Fletcher is named as Facebook‘s Managing Editor, a new position at the social networking site. Fletcher was previously social media director at Bloomberg News. (Via Medialife)

Adam Hirsch is named Chief Digital Officer at DoSomething.org. Hirsch will oversee all member engagement for the teen social-change group, including social media, product development, and mobile. He was previously COO of Mashable and one of its early employees, and he will continue to serve as an adviser to the tech site. (Via Ad Age)

Sandra Dewey has been promoted to EVP and Head of Business Affairs for Turner Entertainment Networks and Cartoon Network Originals. Dewey has been with Turner and Warner Bros. since 1993. (Via Variety, reg required)

Jenni Maier has been named Editor-In-Chief at Crushable. She had been Executive Director at COED Media Group. (Via Mediabistro, reg required)

Nina Lassam is leaving the Marketing Department at Wattpad to serve as a consultant on digital publishing. (Via email)

Emily Williams has joined Barnes & Noble as International Content Manager for Digital Products. She was most recently Digital Content Producer for Publishers Marketplace. (Via Publishers Lunch)

Jon Paul Buchmeyer is named VP of Digital Engagement at Metaverse Mod Squad. Prior to joining Metaverse, Buchmeyer developed social media expertise through his popular blog Poptimistic.com, working with clients that included Wells Fargo and Loews Hotels. (Via Socialmedia.org)

Chelsea Eberly is promoted to Associate Editor at Random House Children’s. She had been Assistant Editor there. (Via Publishers Lunch)

Dawn Woods has joined B&H Publishing Group as Editor, Acquisitions and Development. She will help to lead efforts in the Christian Living and Children’s publishing areas. Woods was previously director of product development for the specialty division at Thomas Nelson. (Via Publishers Weekly)

New Ypulse Report: Holiday Shopping & Winter Fun

During the 2011 holiday season, retailers rejoiced as customers flocked to stores, spending record amounts on Black Friday and Cyber Monday. Students happily did their part in boosting the economy — they went into the holiday season planning to spend more than they did the prior year. Online shopping saw a particular increase. Students not only shopped more online than they have in the past, but they also planned to spend more online. A key takeaway from this report is that technology is becoming ingrained in students’ shopping habits. They also turned to social media to find deals and to get gift ideas. Many used their mobile phones to shop. Not only did the number that researched store locations and product details increase, but the number of students who made purchases on their phones nearly doubled.

The holiday season is also about family. Collegians are especially happy to have time to spend with their parents and siblings — shopping outings, cooking and baking, and even hanging holiday decorations are all excuses to make the most of family time before they head back to school. Cost: $249.

For more information…visit the Ypulse Research page.

Brands That Kids Think Are Good, Better, Best

What brands are capturing kids’ and tweens’ hearts, time, and purchase power in 2012? What are the drivers of their brand success? How do families make decisions in your category? What is the demographic, psychographic, and lifestyle profile of your core target? What are your biggest opportunities for growth? Smarty Pants’ annual Young Love study has the answers to these questions and more. Conducted online with 7,000 kids, tweens, and parents, Young Love has quickly become the gold standard for measuring brand health and guiding brand growth in the kid and family space. The syndicated study includes key metrics and dozens of attribute ratings on more than 250 brands in the entertainment, food and beverage, apparel, technology, toy, game, and retail categories. From Nike and America Eagle to Nickelodeon and Xbox Kinect, Young Love is rich with learning on brand awareness, love, popularity, usage, usage context and frequency, and most importantly, future usage.

Custom analytics provide insight into your brand within a category and cross-category context. You’ll get the big picture of what’s impacting your business, and you’ll find out what really matters for your brand. Young Love identifies specifically what levers to push to make a real difference in the marketplace. And tracking data is available on most brands. Cost: Syndicated prices start at $1,500; custom analytics start at $8,000.

For more information…visit the website.

Tweens And Teens Dish On Dining

Technomic and C3 are proud to present The Dining Habits of Tweens and Teens, a new study providing an in-depth analysis of the key consumer needs and attitudes that drive the foodservice behaviors of today’s youth. In this report, you’ll learn what motivates them and how best to meet their needs: how tweens and teens differ in their foodservice attitudes and behaviors; how friends and family influence eating habits and how these key influences change as youth grow and mature; how tweens and teens connect with restaurants through branding, and social media and other youth marketing initiatives. You’ll also be able to explore the entrée, side dish, dessert, beverage, and food preparation preferences of tweens and teens, ultimately to leverage demographic and social-psychological insights in order to develop marketing messages and foodservice offerings that better meet the needs of today’s youth. Cost: Contact for information.

For more information…visit the website.

Understanding Generational Differences For Marketing To Millennials

The Millennial generation’s massive size and strong purchasing power, estimated to be $170 billion per year, makes them a valuable segment of the population for marketers to target. But given some of the unique characteristics of this generation, having grown up in the digital and information ages, it is critical that marketers have a clear understanding of this group and how to most effectively reach them through advertising. comScore’s report, Next Generation Strategies For Advertising To Millennials, highlights data from more than 40 years of advertising research and compares the results from the 2011 study on Millennials to past generational studies. Learn the most effective strategies brands can undertake to reach Millennial consumers in the present day, and understand both the challenges and opportunities marketers may face in looking to target this segment. Cost: Free.

For more information…visit the website.

Neil Ashe becomes President and CEO of Walmart‘s global e-commerce business. He was previously president of CBS Interactive, where he led all online properties and drove development of ways to distribute programming, heading operations in the U.S., Europe and China. (Via Ad Age, reg required)

John Sykes joins Clear Channel in the newly-created role of President, Clear Channel Entertainment Enterprises. Most recently, he was affiliated with the Pilot Group, a private equity and venture firm. He has also previously held leadership roles at a number of major brands across the entertainment spectrum, including President of VH1, President of Network Development for MTV Networks, CEO of Infinity Broadcasting (now CBS Radio), and Agent at the Creative Artists Agency. (Via WSJ, reg required)

Richard Sutton joins CBS Interactive Music Group as Global Head of Sales, overseeing Last.fm, MP3.com, and other sites. He was previously SVP of Consumer Markets for WebMD. (Via Variety, reg required)

Laura Nelson is named SVP Communications for Current TV. She was previously Managing Director at The Gilbride Group, an independent communications consulting firm specializing in strategic counsel, consumer and business-to-business public relations outreach, viral outreach, internal communications, crisis communications, public affairs, and talent relations. (Via MediaPost)

Rich Magallanes is promoted to SVP Nickelodeon Animation, Current Series. He has been with Nickelodeon for 15 years, most recently as VP/Animated Current Series. Additionally, he also managed the Nickelodeon Writing and Artist Fellowship Programs at the Burbank Animation Studios, and co-developed and managed the production of Nickelodeon’s re-boot of the animated Teenage Mutant Ninja Turtles franchise, which debuts this year. (Via Cynopsis)

Doree Shafrir becomes Executive Editor at BuzzFeed in charge of the website’s pop culture coverage. Shafrir was most recently senior editor at RollingStone.com. (Via Medialife)

Nora MacDonald has been promoted to Marketing Coordinator at Random House Children’s. She had been Marketing Assistant there. (Via Publishers Lunch)

(For the girl gamer perspective, check out Marketing Messages Miss The Target, from Youth Advisory Board member Julia.)

The Industry Perspective: Reaching The Female Gamer By Ignoring Stereotypes

There is a revolution waiting to happen in the gaming industry. The big-budget game studios are ignoring an entire segment of the population and the first one to reach it is likely to set off a seismic tremor felt throughout the industry. I speak, of course, of the mysterious female world where myths and stereotypes collide at warp speed. The facts are that in the $25 billion gaming industry, female gamers represent 42% of consumers.

Think of girl gamers and images of Goth-clad introverts mixing it up with boys come to mind. Think of a game specifically designed for girls, and images of princesses dressed in pink and gold might float to the surface. Goth or girlie, it doesn’t matter; both images are wrong. Any product designed with only them in mind would most likely be doomed to failure. To be successful, studios have to identify who today’s female gamer is. The way to do that is to first abandon old stereotypes, and second to recognize that the single most important factor in designing for female gamers is an understanding of how they play the game. Many developers focus on the theme of the game, not game play, leading games to be pigeonholed as either “girl games” or “boy games,” because the theme is focused on a stereotype: princesses for girls, explosions for boys. Focus on how games are played, and theme becomes a less prominent issue. For example, male-brained gamers like play that provides set rules with a constant renegotiation of terms leading to a decisive end, while female-brained gamers are much more interested in the diversity of the game journey along the way to the final quest.

Getting To Know The Female Gamer

For a female gamer, there is as much play enjoyment in the journey, as there is in the eventual goal. For example, young girls will delight in writing a script and making costumes for a puppet show and have as much fun in the preparation as from the show itself. In creating game-play experiences that appeal to the female gamer, developers need to keep this in mind. Because the journey is as much a part of the enjoyment as the final result, two things can help developers appeal to the psyche of the female gamer. One, make the quests intricate and diverse in how to solve problems or meet objectives; less “which weapon for which dragon” and more “how do I outsmart the dragon.” Create variety in play by introducing more interactive puzzles, more control over and collaboration with other players or characters, more individual choice over the outcome. Female gamers want control over their journey, not just to be along for the ride. They want diversity in play, making each sub-quest unique in it’s approach and resolution. Give female gamers the opportunity to demonstrate mastery in game play.

Imagine a young girl playing with a puzzle. She puts the pieces together and delights in her accomplishment. But, she won’t want to put another puzzle together right away, unless a new element of play is introduced. She will want to do another one, if, for example, she must complete the puzzle with an additional obstacle such as a time limit or missing pieces or if she is tasked to complete the outside edge first; the task becomes challenging and different enough to pique her interest.

The female video gamer wants a diverse set of quests that require looking at the game from different perspectives to keep her engaged in game play. If in order to defeat the dragon, she just has to figure out the correct weapon for each particular battle, she will lose interest. But, if choosing the correct weapon is related to decoding a set of hieroglyphics in the dragon’s lair, she’s in. Make each mini-quest creative and unique in its approach, and you’ve got a game that truly speaks to girl gamers.

Getting To Know The Guy Gamer

The video game industry clearly understands the way male gamers play. They have created games with established rules, situations for repeated negotiations through game play, and ample opportunity for play through competitive engagement, complete with accessories.

To get the picture of male gaming, imagine two boys playing in the yard with their homemade swords and shields.  They create the basic setting and quest:

Boy #1: “I’ve just crash-landed on Mars and I’ve got to find the missing piece of my spaceship. You’re an alien who wants to stop me.”

The rules are created as they go along, creating a constant renegotiation of game terms:

Boy #2 “This is my lightening sword. It shoots lightening bolts!”

Boy #1 “Well, my shield is made of rocks from Neptune and it stops lightening bolts.”

Then they battle for a bit until new terms are introduced:

Boy #2 “I’ve cracked your shield! Now I can get you with my lightening sword.”

Boy #1 “But I’ve built a force field around this tree so if I’m touching it, you can’t get me.”

And the battle continues creating opportunities for mini-battles/quests along the way to the culminating obstacle at end of the game.

These same elements are seen in video games that are marketed towards male gamers. You want the golden key? Well, you’d better figure out what weapon you’ll need to defeat the fire breathing dragon who guards it. In the end, once the mini-puzzles are solved and the main quest is finished, the game ends and the gamer is triumphant.

Finding The Middle Ground

There are games that are making inroads by appealing to both male and female gamers. Bethesda’s “Skyrim,” for example, allows you to create your own male or female character in the game (and the female isn’t a caricature of what Barbie would look like after committing to P90X workouts, an element that often turns off female gamers). Skyrim creates a world of infinite random intricate quests that appeal to the female gamer’s need for more variation in game play, however, Skyrim was still only marketed to reach male gamers, with no hint at female characters or diverse game play in its marketing efforts. The “Skyrim” trailer, with its montage of battles, dragons in flames, and hairy-armed lead character, screams “battle, battle, battle!” But, that’s not all Skyrim is about. Bethesda missed a huge segment of the market by not selling to women as well.

I often hear from industry insiders that they are concerned that marketing to female gamers will decrease the interest of their male gamer customers. Meanwhile, advocates insist they are not talking about trying to market the softer side of “Call of Duty MW3″ to fifth grade girls, but instead are talking about showing more than just guy-game “skill kills” and explosions to appeal to the multi-dimensional interests of mature female gamers.

It will take a single game to prove to the industry the power of the female gamer. One game with “Skyrim”-quality graphics, a dynamic, adventurous plot, opportunities for character development with a female character who exudes power and control, and challenging quests that require both skill and complex puzzle solving. This game will be marketed to male gamers as well as female gamers without speaking to the misconstrued stereotypes that permeate the industry.

The Princess Problem

Look around. Chances are the women and girls you know in your world don’t fit pre-established gamer stereotypes, not even when they’re in the midst of playing a game. Stereotypes won’t drive the industry; understanding how gamers play will. Game designers must also realize that though there is tremendous variation in the thematic interests of female gamers at different ages, there are some constants over time that help identify the preferences in game play of both male and female gamers.

Witness the uproar over Lego’s new line for girls, with its pink and pastels. Some people like it and some people find it condescending to say that a toy appeals to girls simply because of its color scheme. The game play is the same, building structures. But, by focusing on pastel colors, the theme is limited. Which brings us to the whole “princess” theme dilemma, which many women find offensive. While it may not be one’s preference, it is important to recognize the appeal of the princess to a little girl. The theme is less about promoting a patriarchal, dynasty-driven, repressive female stereotype than it is about a little girl feeling special, important, and powerful. She is not paying any attention to the fact that, in a real-life princess scenario, she would have to marry to enter into this life, or that she is participating in an antiquated monarchial society. Quite frankly, she doesn’t care. The theme may be pink gowns and tiaras, but the play is about power. I have yet to meet a girl who rejects the notion of being a princess because of its misogynistic structure; rather, she enjoys it because being a princess (or rock-star, or whatever the power-position of the decade is) is all about being powerful, important, and in control.

As girls grow up and become teenagers and adult game players, the theme of princess may fade, but play that allows positions of power, importance, and control only grows. I challenge the game industry to look beyond color-schemes and old stereotypical game themes for girls and to approach gaming for female gamers in a new way. Forget themes of pink, princesses, and puppies. Instead, concentrate on how the game is played. Game play that speaks to the way female gamers play will make the princess debate dilemma irrelevant. With no pun or insult to the Bard intended, when it comes to designing for female gamers, the play is indeed the thing.

About Jennifer Shanley

Jennifer Shanley, CEO of Zwirlz, Inc., an entertainment software company with an eponymous video game for young girls, has a background in video game marketing and design and the psychology of play. She lives in upstate New York with her husband and two children. She can frequently be found at the International Center for the History of Electronic Games with a pocket full of quarters.

(For the industry perspective, check out Reaching The Female Gamer By Ignoring Stereotypes from Jen Shanley, industry veteran and CEO of Zwirlz.)

To contact Julia or other members of the Youth Advisory Board, send an email to youthadvisoryboard @ ypulse.com or simply leave a note in the comments…

The Girl Gamer Perspective: Marketing Messages Miss The Target

Gamers are usually portrayed as members of a few different categories: socially awkward oddballs, nerdy teenage boys, or chubby immature adults living in their parents’ basements. However, there is one stereotype that applies to all gamers: “real gamers” are always male. Marketers seem to have adopted these stereotypes, believing that that women don’t play games very much, and even those who do aren’t “hardcore” gamers. In their opinions, women are only interested in games that involve fashion, pop songs, puppies, or, of course, weight loss.

However, women actually constitute 42% of American gamers. Although many in the marketing world assume that these women are only interested in casual games (like “Bejeweled,” “Mariokart,” and “The Sims”) or games that specifically target a female audience (like Barbie games for little girls or exercise games for grown women), in reality 44% of female gamers prefer genres other than casual, exercise, or music.

Many girls, myself included, love games like “Final Fantasy” that revolve around character development and a great plot instead of just focusing on combat. Such games allow the player to alter the character’s personality and direct the plot through the decisions they make. I find these elements particularly appealing. Some other games that fall into this category are “Fallout 3,” “Dragon Age,” the “Fable” games, and the “Elder Scrolls” series. As part of the deep character customization system built into these games, players can choose nearly every aspect of their character, from looks to attitude to gender.

Unfortunately, other than “Fable 3,” which wins some points for depicting a female lead on the website (though absent from the cover art for the game itself), most games never feature the female version of the protagonist online, in commercials, or on billboards. When I looked at the website for the “Elder Scrolls V: Skyrim,” I couldn’t find one picture that featured a protagonist other than the burly male warrior who appears in every single piece of marketing for the game. Yet, “Skyrim” is one of the most engrossing and entertaining games I’ve ever played. When I first saw a billboard for the game, I never would have guessed that it would appeal to me. A similar game series called “Dragon Age” definitely appeals to women; it even lets you date the handsome male NPCs, and feels almost like an interactive novel. However, the marketing for “Dragon Age” is similar to that for “Skyrim” — you wouldn’t guess that you can select your character’s gender.

Advertising that only focuses on combat, and always features an intimidating warrior who looks like a medieval version of The Hulk doesn’t make “Skyrim,” or any other game, appealing to women. When I first played “Skyrim,” I was immediately struck by how realistic the world is, and I’m still hooked on it. Players can meet many different characters, engage in a variety of activities aside from slaying dragons, and affect the outcome of the game through their actions. It probably goes without saying that I think many girls who don’t have previous gaming experience would enjoy this title if they gave it a chance.

Plenty of women play these types of games and others that game makers and marketers tend to believe are “boys only” territory — “Left for Dead” is yet another good example — but marketers and the media don’t seem to acknowledge this. Furthermore, even in the gaming world, there are many negative stereotypes about female gamers, that they’re weak and incapable of beating men. This doesn’t really happen much outside of multi-player, but it’s not rare in online shooters. I’ve had boys ask me if I’m really a girl and other rude questions. I also think that many girls don’t feel comfortable telling others that they like playing video games because it’s perceived as nerdy or weird. Other students in my classes probably wouldn’t guess that gaming is one of my hobbies, and while some girl gamers talk about what games they like, I know plenty who prefer to keep their hobby a secret.

I think this is partially because marketers are still convinced that girls only like games that are pretty and pink or casual games, which are easier to pick up. Unfortunately, the game industry is currently dominated by executives who don’t see a need to develop games for or market to women — except, of course, to create products that fit into their preconceived notions of the types of games women should be playing. The game industry is blatantly disregarding a huge segment of the market that they clearly should acknowledge. I hope that eventually the game industry will get over its prejudice towards female gamers, because it will help combat negative stereotypes and perhaps help girls feel more confident about pursuing their own interests, even if they’re geeky, and inspire others to try video games for the first time.

About Julia

Julia is a freshman in high school in Claremont California. A self proclaimed Otaku (anime obsessive person) she strives to complete her immersion into the world of Japanese pop culture. In between school and homework she watches the latest Japanese anime on the internet, reads manga, plays video games, and practices Japanese. Though she is not a fabulous writer by nature, Julia does enjoy writing fan fiction related to said interests and occasionally immersing herself in online role-play sessions. In addition, she loves mashing up anime and game clips into anime music videos which she posts on YouTube, participating in her school’s debate team in novice LD, and of course reading. Julia is incredibly excited to be on the Youth Advisory Board, and able to express her opinions, which she has plenty of.