Meeeeerrry Marketing!

We are four days away from Black Friday and the beginning of the holiday shopping season. Even though turkeys haven’t yet been carved, most brands have already begun their holiday advertisements in full force. 34% of Millennials ages 14-29 plan to start their shopping on Friday, so the merry marketing makes sense. But in a world flooded with commercials, it takes a lot to stick in consumers' minds during the busiest time of year. For distracted Millennial viewers especially, most holiday marketing flows in one ear and out the other, and a simple commercial probably won’t stick in their minds. But smart brands are thinking outside the green and red wrapped box, putting out campaigns that invite interaction, demand attention, and make holiday marketing something to look forward to. Here are three of the early standouts for the merriest marketing of 2013:

1. Kmart Show Your Joe
We said that an ordinary commercial wouldn’t be enough to make Millennials remember a brand’s holiday efforts…but this commercial isn’t so ordinary. Kmart’s Show Your Joe campaign centers around the retailer’s Joe Boxer offerings, and it rings in the season in a way that has actually managed to spark scandal. In it, a row of guys wearing tuxedo tops and boxer bottoms play “Jingle Bells” by swinging their hips and making music with bells we’re left to assume are attached you know where. The video has currently reached over 13 million views on YouTube with comments ranging from high praise to majorly scandalized. But thanks to its viral status, the spot is being discussed everywhere in the media, increasing Kmart’s holiday exposure exponentially. As Adweek put it, “sometimes it’s just better to be on the naughty list,” or as one male Millennial told us, “People haven’t cared about Kmart this much…

 
 
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Millennial News Feed

Quote of the Day: "An athletic hoodie never goes out of style according to me. It's easy, can get dirty, and you'll show a bit of school pride. Besides, no one expects you to look top dollar every day in graduate school.” –Male, 27, MD

The hyper-monitored childhood of the next generation has them growing up tech-supervised, and now teenagers are getting the same treatment with the new app Ignore No More, dreamed up by one frustrated mom. The app gives parents the ability to control their children’s phones, shutting down everything but parent-approved contacts and forcing them to call home for the unlock passcode. Since Millennials consider their mobile devices to be their personal and private property, installing the app might prove to be the biggest challenge. (Jezebel)

Teen males have been the most sought after demographic in the gaming world—until now. Females make up 48% of gamers in the U.S. and women over 18 outnumber teen males in the game-playing space, especially with the “surge in casual mobile gaming” apps like Candy Crush, Hay Day, and Kim Kardashian: Hollywood. The increase of women gamers extends well past smartphones, and male-targeted games, like Assassin's Creed, are opened up to a new audience thanks to the prevalence of "couples play." (WSJ)

Instagram can be used for more than just image sharing, and since Mazda feels the platform is “still a bit untapped,” they are charging ahead with a new digital-only marketing campaign to promote the MX-5 Roadster. The Mazda Canada account will debut a new 9-tile magazine page spread each week, where each square in the design opens to a video showing “history vignettes” about the car’s design and mechanics. This Insta-mag campaign will serve as a soft launch for the Roadster to 18-35-year-olds, giving them quick, visual bites of information that build the car's story and appeal. (StreamDaily)

Michelle Phan, an original YouTube star, has been able to translate her online fame offline through a makeup brand, beauty subscription service, book deal, and the creation of a digital network to scout and manage new online talent. Millennials find online stars more approachable and authentic than professionals and Hollywood A-listers, a reason why these days “any company that has money is approaching YouTubers.” Since 80% of YouTube traffic comes from outside the U.S., stars like Phan are planning to expand to branded partnerships in global markets. (Mercury News)

It is easier than ever to unknowingly enter unwanted contracts online, so a group of teens is pushing to reinstate a lawsuit against Facebook for using their names and images in social ads, even though the fine print lets the social network do so. While this generation is concerned about privacy and content rights online, the court originally felt that putting user content in social ads was a “fair exchange” for using the social network. (MediaPost)

Need to know what a certain subset of Millennials is thinking? Silver and Gold Tier subscribers have access to Advanced Instant Poll tools, giving them the ability to submit questions to our mobile social community of 2 million 13-34-year-olds and target specific ages and gender like female teens or males of college-age. Targeting by age or gender (or both!) gets more focused responses and can be used for gut-checks statistics on key demographics. (Ypulse)

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