Q&A With MTV's A Thin Line — A GennY Award Winner A Year Later

A Thin LineToday we’re checking in with A Thin Line, MTV’s campaign against digital abuse and winner of Ypulse’s 2011 GennY Award, which recognizes best practices and new techniques in youth marketing campaigns. A Thin Line hasn’t stopped innovating in its mission to reach Millennials, taking it’s campaign international, creating a movie based on the knowledge it’s gained, balancing the inclusion of youth and celebrity voices, and, just today, announcing an exciting partnership with Rovio’s Angry Birds Space! Jason Rzepka, MTV’s VP of Public Affairs, fills us in on what the program has been up to since winning the award…

Have you put a new twist on traditional advertising, gone grassroots or guerilla, sparked social interest with Pinterest, or made the most of mobile marketing? We want to hear about how your company or brand has developed a unique program to target youth and Millennials for our 2012 GennY Award case study competition. This year’s grand prize winner, announced at the Millennial Mega Mashup, will join the stellar ranks of past recipients, including MTV’s A Thin Line. Submit your application by March 31, or click here for more details on the GennY Award.

Q&A With MTV’s A Thin Line — A GennY Award Winner A Year Later

Ypulse: MTV’s A Thin Line campaign won the GennY Award in June of last year. Since then we see that you’ve gone international, allowing visitors from outside the U.S. to post their stories about how they’ve been affected by bullying. What prompted that? Are bullying and digital abuse the same all over the world, or are there differences?

Jason Rzepka: We recently created several new ways for young people around the world to engage with the campaign, from joining in the conversation on which digital behaviors “cross the line,” to posting examples of how they’re…

 
 
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Millennial News Feed

Quote of the Day: “When you unplug you notice things around you a lot more. You pay more attention to the details of your everyday life. You get homework done more quickly. You spend more time with people face to face. You're more likely to go outside and relax. You are less stressed from thinking about everything you have to keep up with online.” -Female, 20, NY

We know that Millennials aren’t turning to traditional sources for news: According to Ypulse’s research, most use social media as their top source, and news websites rank above television. Now Millennial media hub BuzzFeed is creating a new app dedicated to delivering serious news stories to its readers, and hiring a team of journalists to work “round the clock.” The app will be a continuation of the site’s efforts to be a credible journalistic source. (AdAge)

The amount that young consumers are spending on vices like alcohol and junk food depends on where they live. 18-35-year olds in the south spend the most on fast food, with more than 40% saying they go to a drive-through at least twice a week, and the least on coffee compared to the rest of the country. Meanwhile, Millennials in Massachusetts are the most likely to be buying booze, followed up by Colorado and New York. (USA

Millennials are changing the way money is managed, and a slew of startups are rushing to cater to their needs and make budgeting, saving, and investing a turnkey, digital part of their lives. The generation controls roughly $2 trillion in liquid assets and will control $7 trillion by the end of the decade. Though college debt will be a “drag” on their net worth, they’re a group of young savers and over the coming years a “torrent of well-educated Millennials” will be “flooding the ‘mass affluent’ market." (Forbes)

Right now, 67% of Millennials do not feel that any show on TV or online accurately represents them. Can that change? Resident Advisors, a new show produced by Elizabeth Banks, will make an attempt by showing a slice of college life. It’s described as a “workplace comedy set is a college dorm,” will feature an ensemble cast, and could have a digital distributor. (Stream Daily)

Apparently there is a hot new trend online. Some teens are lighting themselves on fire (?!) and posting videos of the stunts to Vine and YouTube with the hashtag #FireChallenge. Some attempting the trend have suffered serious burns, and one video called “Fire Challenge Gone Wrong” was followed up by a “cautionary Vine” in which the teen shows the bandages he is now sporting as a result of his injuries. (Daily Dot)

Exactly how much are Millennials spending every day…and what are they buying? Our tracked data trends have all the stats on that, thanks to our bi-weekly survey of 1000 14-32-year-old Millennials nationwide. Our Silver and Gold subscribers get access to regularly updated charts following average daily spend and items purchased, with spending broken out by age and gender. We do the heavy data lifting for you, and we’re constantly adding new data to our trends. (Ypulse)

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