Ypulse Essentials: Bieber's New Single, Millennials Want To Make Moviegoing More Social, Kids' TV

After a long wait, Bieber’s new single ‘Boyfriend’ is here (and we like the more mature sound that has been compared to Justin Timberlake. Sure, the lyrics are a little cheesy and will probably make tween girls swoon, but the song is more sophisticated than his past singles, which will make it appealing to older audiences as well, making it sure to reach #1 on the charts in no time. Oh, and there’s a cameo from “Shawty Mane,” Bieber’s rap alter-ego) (USA Today) (MTV)

- Using your phone while at the movies usually elicits lots of scorns and “shhhs” but if it were up to Millennials (texting, tweeting, and checking Facebook would be tolerable at theaters. Engaging with social media and entertainment simultaneously is important to them — after all, that’s what they do when watching TV — so it makes sense that the majority of 18-34 year olds would like to use their phones for similar purposes while at the movies. In fact, they think it would enhance their experience, which makes us wonder if theaters might actually allow this) (Fandango, thanks to Derek Baird for the tip)

- Disney just launched Disney Junior, a channel for preschoolers (that will eventually replace Soapnet. This marks a big change for ABC as it steps away from soap operas and focuses more on 2-7 year olds, who will have their own 24-hour network, a lot like Nickelodeon’s Nick Jr. In other children’s TV news, check out some of the top cartoons that are sure to reach SpongeBob status) (LA Times) (Adweek)

- The Internet has been buzzing about the ‘Hunger Games’ earning $152.5 million at the box office this weekend (which is the third-highest total ever for opening weekend! But besides that impressive feat, here’s some interesting info about the audience which had a more balanced male-to-female ratio than “Twilight” and…

 
 
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Millennial News Feed

Quote of the Day: “In the future, I'd like to pay off my student loans and not starve or get evicted. A stable job would be nice.” –Male, 26, PA

With any large-scale marketing campaign, especially those that encourage consumer participation, brands must prepare for their message to be hijacked. Coke’s #ShareaCoke promotion has gotten the royal hack treatment from Millennials online who are making fun of the names found listed on the bottles (or those that are left out) and filling in their own to create new comic pairings that relate to other memes. (Adweek)

Not all viral sensations make sense at first. Take relatively unknown British teen Tish and the Vine she posted recently. In it, Tish sits in her mom’s car pretending to drive, says “broom broom,” and cuts to her mom’s high pitched voice saying, “Get out me car!” Sounds simple and not all that overwhelming, but since it was posted, the Vine has gone viral, been remixed by fans, and has earned its own #TeamTish hashtag. Tish’s viral potential could be due her monotone voice, silly catch phrase, or quirky mom, but either way, her videos have given teens online someone to root for. (BuzzFeed)

Live-stream gaming service Twitch has grown from 3.2 million users to 50 million users in three years time and its earnings potential has caught the eye of Google, who plans to purchase Twitch and integrate it into YouTube. Watching how others play and strategize “is like catnip” for serious gamers and Twitch makes it easy for gamers to live-stream what they’re playing for audiences to watch, regardless of what console they’re using. (MediaPost)

You may not be the biggest fan of “listicle” editorials pieces, but BuzzFeed, whose traffic is 50% on mobile and 75% referred from social media, makes a strong case for why lists and other themes are important in brand writing for Millennials. Branded quizzes on BuzzFeed have a 96% completion rate, and both lists and quizzes signal to busy readers that there is “finiteness to what they’re getting.” They are also discovering something new about themselves through quizzes, feeding into their Numbers Game desire to use data for self-discovery. (The Drum)

100 fans will earn a seat at The Giver premier in close proximity to the movie’s biggest stars, but this competition isn’t about luck. The Giver Movie Premiere for Good contest is using online activism as its backbone, asking fans to launch fundraising campaigns on Crowdrise and raise money in order to secure their spot. So far around $6,000 has been raised from the more than 400 campaigns with the money going to charities benefitting the arts. (Mashable)

Quote of the Day: “My dream for the future is complete financial independence from parents and any others, and a very satisfying career that I enjoy (a high salary would be a plus, but not essential).” –Male, 25, PA

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