YAB Member Reports: Engaging with the Second Screen

Multi-tasking has taken over entertainment, and there is no turning back. We know that young viewers are more likely than not engaging with multiple screens simultaneously when relaxing– even while watching their favorite shows. This new form of engagement has turned Millennials into active participants when it comes to media engagement, instead of passive ones. Because of this, the second screen (or third, or fourth) can prove to be an opportunity for brands that take advantage of the multi-tasking viewer mindset by making multi-platform entertainment even more engaging than a single screen experience. Still, many questions remain– will young viewers willingly participate in the viewing apps, fan chats and enhanced content being made available to them? Also, how are young consumers actually engaging with the second screen entertainment flooding the market? Our 24-year-old YAB member Danielle gives us a glimpse at how second screen engagement is changing the way she watches and talks about TV. 

 

No remote? No problem.

With the help of our smartphones, laptops, and tablets, TV viewership has completely transformed. Now, we not only stream our favorite shows on-the-go from these devices, but we can also obtain instant feedback from people anywhere in the world who share similar taste in television. This second (or third, or fourth) screen has allowed us to engage instantaneously with friends, television networks, and social communities who share our television program preferences. 

Whether it’s a reality show, the Oscars, the Super Bowl, a POTUS press conference, or the season finale of Pretty Little Liars (which recently just became the first series in TV history to accumulate over 1 million total airtime tweets, according to the New York Post), the addition of multiple screens…

 
 
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Millennial News Feed

Quote of the Day: “I unplugged from Facebook and it was one of the best decisions I have ever made. It is such a time suck. I have other online sites that I can browse to relieve stress or take a break from work without having to see what some random kid in high school is eating for breakfast.” —Female, 23, PA

Last summer we noted Motorola’s vision of tattoos as password and identity authentication in our spotlight on the future of passwords, and now the first iteration has hit the market. Motorola teamed up with VivaLnk to create temporary tattoos—circuits wrapped in adhesive—that can unlock the Motorola X phone with a simple scan. Though the wearability is impressive, lasting up to five days on skin even through exercise or being submerged in water, remember that wearable tech must be beautiful, and the copper swirled fingerprint has ended up “looking a bit like a mole.” (TechCrunch)

Reebok and…bacon? Though health and fitness might not be synonymous with salted meat, Reebok is celebrating its athletes in the 2014 Reebok Crossfit Games with a Paleo diet-friendly treat. Targeting the “tastebuds of the Crossfit community,” Reebok’s pork product is free of nitrates, preservatives, MSG, and sweeteners, and will be delivered to attendees in boxes or via a branded food truck. Audience members can follow the truck on social media with the hashtag #reebokbacon to catch prizes and special bacon menu items rolled out throughout the games. (Creativity OnlineFast Co. Create)

Having grown up in the age of internet piracy and file sharing, many Millennials treat music and photo copyrights as flexible, downloading and swiping various content to share on social media. But using copyrighted music in videos shared with over 6.7 million fans has caused trouble for Michelle Phan, the makeup tutorial YouTube star who is now being sued by Ultra Records. Ultra owns rights to music from a slew of EDM artists that Phan has used in her tutorials, but some artists are tweeting out in support of her and challenging copyright laws to modernize. (Adweek)

Campbell's hit a peak in popularity with the Boomer generation, but instead of reviving the soup brand for Millennials in their 20s and 30s, Campbell's is looking to create an entirely new snack line for the kids of Millennial parents. The company will expand its Bolthouse Farms brand into Bolthouse Kids and tap into the tremendous growth of fresh-packaged snacks made for the on-the-go lifestyle of Millennial moms. Fruits, veggies, ready-made smoothies, and even Greek yogurt are in the works for hungry Plurals. (WSJ)

We identified Next Level Fandoms and Pre-Dev Engagement as two major Millennial trends in our Q3 2013 Quarterly Report, and Hasbro has joined these forces together for its SuperFanArt project. Dedicated fans can design and buy 3D printed figurines inspired by their favorite Hasbro brands, the first being My Little Pony. Encouraging the “mini-creator mindset” opens the door for pre-dev engagement and could create excitement around new Hasbro products and custom toys. (Kidscreen)

Looking for a quick Millennial stat to get you up to speed before a strategy session? Searching Ypulse is the best place to start! Silver and Gold members have access to 10,000+ articles, 20,000+ curated Millennial news items, 2 billion peer-generated opinions from our mobile, social Q&A network, and thousands of statistics on Millennials drawn from our bi-weekly national survey of the generation. You search can begin and end with us. (Ypulse)

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