Meet The GennY 2012 Finalists: Part 2

The GennY Award recognizes best practices of those who have applied new and innovative techniques to connect and communicate with youth. The 2012 award will be given to one exceptional marketing campaign at the Millennial Mega Mashup next week, but we want to highlight the finalists to showcase the unique ways they’ve Millennialized their marketing efforts to reach this influential generation.

Category: Social Media
Wattpad/Sony Music Group

Wattpad and Sony Music Group partnered for a "transmedia experiment" in fan fiction focused on the rising Brit boy band One Direction. One of Wattpad's star writers created a story about each of the five band members designed to coordinate with the video for the band's single, "What Makes You Beautiful." Launching on Valentine's Day, the five-chapter eBook leveraged the band's international fans on Wattpad to spread the word to new American fans by sharing the story and video. The campaign hit a fever pitch when the band members themselves posted a note on the group's Facebook page thanking their new Wattpad fans.

Ypulse: How did you select the author for the campaign telling One Direction’s backstory? When turning over a brand to an outside writer, it can make the company nervous…

Wattpad: Sony approached us about the project after noticing that fan fiction was becoming an organic trend among One Direction fans in the UK and Europe. They wanted to test the waters with an officially sanctioned story to see what kind of reaction, awareness, and affinity it could drive. They were also excited to use a writer from within the Wattpad community, someone who knew the Wattpad landscape and the ins and outs of our community, but of course it was really important to find someone they could trust with their brand.

We recommended LD Crichton because…

 
 
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Millennial News Feed

Quote of the Day: “This year for Halloween I’m going to watch cooking theme shows like Halloween Wars.” –Female, 15, TX 

Millennials are clearly disenchanted with politics. When a recent poll asked who they blame the “political gridlock” in Washington on, 56% of 18-29-year-olds said “all of them.” These young consumers are also more likely to volunteer than to vote in the midterm elections. Interestingly, of the small percentage who say they definitely will vote, 51% said they would vote Republican, versus 47% who said they would vote Democrat. (The Atlantic)

It seems that more kids than ever have allergies these days, and for these ingredient-sensitive children, trick-or-treating can be less fun. (Imagine handing over the majority of your candy at the end of the night? No thanks.) This year, The Teal Pumpkin Project is campaigning to raise awareness about these allergies: houses displaying a teal pumpkin signal to trick-or-treaters that nonfood treats are being handed out. Since launching on Facebook earlier this month, the campaign has “reached more than 5.5 million people and been shared 55,000 times,” and over 2,000 pictures on Instagram have been tagged #TealPumpkinProject. (Inc.)

R.L. Stine’s scary Goosebumps and Fear Street series delighted and terrified tons of ‘90s kids, and the author has given these nostalgic consumers a Halloween treat. For the third year in a row, Stine has written an entirely new horror story on Twitter in a series of 15 tweets. The story, “What’s In My Sandwich,” has spread far beyond his 134,000 followers, and is being reposted around the web. (JezebelBuzzfeed)

Marketing on visual social platforms—Snapshot Marketing— has very quickly become an essential way to reach young consumers, and now it’s being put in motion: as of today, Instagram video ads are live. Disney, Activision, Banana Republic, the CW, and Lancome are the first brands to purchase these 15-second auto-display spots on the network. Disney and Activision are both featuring clips from recent entertainment, while Banana Republic has utilized Hyperlapse to create a clip animating fashion sketches. Meanwhile, Snapchat sold its first video ad to Universal this month for the movie Ouija, which went on to win at the box office thanks to teens. (Adweek)

Since launching in 2011, Hello Giggles has not only earned 12 million unique views a month and a very healthy social following, it has also become "an incubator for young talent.” The site emphasizes positivity and girl power, and has built a community of over 600 young female writers, journalists, and creatives who both submit work to the site and support it on Instagram and Twitter. Giggles serves as somewhat as a resume for these women, many of whom have not yet entered the workforce. (Fast Company)

We don’t just deliver data. Along with our bi-weekly survey result data files, we provide our Gold subscribers with a topline report that synthesizes hand-picked, illuminating data points and our insights and expertise. Interesting differences between males and females, older and younger Millennials, ethnicities, and more are highlighted, and relevant statistics are streamlined into an easily consumed, concise, visual takeaway. (Ypulse)

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