Ypulse Essentials: Grammys Go After Millennials, Making The Most Of 90s Nostalgia, Social Media In China

Grammy AwardsThe Grammy Awards is clearly catering to the Millennial audience (with a few new additions this year. A Grammy Live streaming broadcast with social tie ins begins this Friday following all the activities leading up to the big event and new technology to get official releases of show performances online almost immediately. In a nod to youth music trends, the Grammys has also added a dance/electronica segment to the show. The category nominees, including Deadmau5 and Lil Wayne, will perform in a tent amid 1,000 pumped up fans) (Giga Om) (NYT, reg required)

- It’s no secret that Millennials are nostalgic for the 90s with ‘retro’ TV shows and fashion (making a comeback. But how are brands making the most of it? Some are cashing in on bringing back certain styles with an updated flair, blending modern technology with retro accessories — like a handset for a cell phone, and introducing 90s attitude in current media) (Fast Company)

- Check out this infographic about the social media scene (in China. With the “great (fire) wall” that bars young people from the social sites popular in the U.S. and other countries, Chinese youth have adopted copycat sites. The most common way they log on? Cell phone! Although social media has been part of some pretty powerful movements, its real power is creating local change, according to one expert) (Derek Baird) (PSFK)

- Chances are, you’ve done your share of shoe doodling (or you know someone who has. Now Vans is turning that talent into a money making opportunity for crafty students who can submit their shoe designs for a chance to win $50,000 for their school’s art program. Break out your markers and get sketching) (IHeartDaily)

- Teens love texting, and they even read texts from brands (according to DoSomething. The challenge with text…

 
 
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Millennial News Feed

Quote of the Day: “I use cloth diapers, and a lot of my coworkers don't quite understand this. They aren't condescending, per say, but I do think that they judge my less mainstream parenting style. Also, several of my online mommy Facebook groups can be VERY judgy.” –Female, 26, IL

Last spring Gap made headlines by voluntarily raising the company’s minimum wage to $10 an hour and let loose the viral hashtag #LetsDoMore, which has seen 90 million social media impressions to date. The fashion brand has continued to develop its ethical stance via powerful posts on Twitter, Facebook, and Instagram, recently supporting the U.N.’s #HeForShe movement and using social media as an outlet to promote women’s equality in the workplace. Though their “Dress Normal” clothing campaign may be missing the mark, their social media strategy speaks to young women in a way that they can support. (Forbes)

International news outlet Al Jazeera has introduced “Pirate Fishing,” an interactive game that lets players act as journalists investigating an illegal fishing trade. As Millennials shift their focus from traditional news sources, the game intends to bring readers “deeper into the story” for a more immersive experience. Other media outlets are seeing similar value in creating interactive story telling through gaming: BuzzFeed is currently putting together a team dedicated towards game development. (Digiday

The U.S. Navy is looking to mentorship as a way to adapt its highly regimented training routine to fit Millennial work expectations. While Millennials may not want to be friends with their superiors, they want to feel respected and receive constructive feedback, so Gen X commanders have started mirroring parent relationships with students as a way to connect and instill a sense of family values. (Businessweek)

Twilight author Stephanie Meyer and Lionsgate have announced a new project in the works titled “The Storytellers—New Creative Voices of The Twilight Saga”. The series calls for female directors to create short films based on Twilight characters, with the top five being chosen by a panel of talented females that includes Octavia Spencer and Julie Bowen. The final products will be screened on Facebook, hoping to attract new audiences with a social-media-first push. (Vulture)

Moms began ruling social media with the surge in mommy bloggers and online communities, but a recent poll of the demographic shows that social media overload may just be #TMI (too much information). 60% of new moms are considering unplugging completely from social media, and feel pressure to appear to have a perfect life online. When asked to name their turnoffs, Millennial moms named sharing too much and too often, along with too much marketing content on their feeds. (Mediabistro)

Our daily insights article, available to Silver and Gold tier subscribers, illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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