Ypulse Essentials: Cause Marketing On YouTube, The Seventeen Magazine Project, GennY Award Winner

Cause-marketing on YouTube (Ad Age, reg. required, names its top five pro-social picks from brands including Toms Shoes’ “One Day Without Shoes” and Nike’s “Girl Effect.” Also McDonald’s in France debuts an ad featuring a gay teen in an effort “to show society the way it is today”) (Ad Age, reg. required) (Finanical Post)

- 9 in 10 children are mobile phone owners (a higher percentage than those who own their own books, according to a recent study by the National Literacy Trust. Meanwhile ReadWriteWeb spotlights the ways Totally Wired K-12 teachers are using real-time web in the classroom) (Telegraph)

- ‘Scott Pilgrim’ on Facebook (check out the latest “Kick-Ass-esque” trailer there. Also the new, longer “Easy A” preview reminds me of the salty teen misfits in “Saved.” And McG is considering Kody Keplinger’s YA novel “The DUFF” for the big screen) (via PopCandy) (Variety, reg. required)

- Brands look to game-based marketing (via location-based apps like Foursquare and casual social games like FarmVille on Facebook) (Ad Age, reg. required)

Mark Zuckerberg donates to the Diaspora project (the NYU student-created open source alternative to Facebook.  Publicity stunt or cheeky gesture of goodwill? I’m guessing both. Also 30,000 quit FB on National Quit Facebook Day. Would be interested in seeing the age breakdown) (Wired) (Yahoo! News)

- ‘The Seventeen Magazine Project’ (taking a cue from the recent experimental living trend [a year according to Oprah, the bible etc.], a teen blogger documents a month of living according to the “gospel of Seventeen magazine.”  I Heart Daily interviews test subject and site creator Jamie Keiles on the experience. Also ‘The Good Men Project Magazine’ launches exploring the “issues facing modern men” and “seeking to answer the question, “What does it mean to be a good man?”)

And the GennY Award goes to.. (digital marketing firm Organic for the U By Kotex campaign on behalf of Kimberly-Clark! In case you haven’t caught wind of the dynamic case study presentation from the Ypulse Mashup last week)

- 19-year-old Lena Meyer-Landrut wins Eurovision Song Contest (and folks are saying she might have a future beyond the reality talent show. If you aren’t one of the 2,367,144 views of the German teen’s performance, take a look) (Miami Herald)

- More on Gen Y richies (and the old-school luxury brands—Chanel, BMW—they love) (Iconoculture)

P.S. Check out librarians going “Gaga” in this library-themed remix of “Pokerface” (via BoingBoing)

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