Ypulse Essentials: 'The Fashion Star' Is Packed With Celebrities, SpongeBob SquarePants Twitter Event, Introducing Paramount Animation

The Fashion StarStyle icon Nicole Richie and menswear designer John Varvatos joined NBC’s ‘The Fashion Star’ (as celebrity mentors and judges in the upcoming style show, where aspiring designers compete for a multimillion-dollar contract to launch their own label. Between the slew of stars — which also includes Jessica Simpson and host Elle Macpherson — and the chance for viewers to purchase contestants’ creations after each episode, “The Fashion Star” is shaping up to be one of the coolest shows yet. Speaking of celebrities, Hewlett-Packard enlisted several young stars to market their TouchPad to young consumers. Russell Brand, “Glee”’s Lea Michele, and “iCarly”’s Miranda Cosgrove are all featured in commercials, and watch for spots with Jay-Z and LeBron James coming soon. Someone in that diverse group is bound to spark Millennials’ interest!) (Entertainment Weekly) (NYTimes, reg required)

- SpongeBob SquarePants is taking over Twitter next week (with the release of a special storyline available exclusively on Twitter. The “episode” is called “The Ice Race Cometh: A Twitter-Tale” and it will run from Tuesday July 12th to Friday July 15th. Each day fans will receive part of the story via tweets and images. This Twitter-event will lead up to a new SpongeBob TV episode called “Frozen Face Off,” which will premiere on Friday July 15th at 8pm. What do you think of this marketing strategy of content built around social media and followers for such a young audience?) (Cynopsis)

- Expect some pretty impressive animated movies from Paramount (since they’ve created an in-house animation division appropriately called Paramount Animation. They’ll focus on CGI-animated movies with budgets of $100 million per film. Their first movie will be released in 2014 and we can hardly…

 
 
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Millennial News Feed

Quote of the Day: Q: Is there anything you have cut out of your life (or something you’d like to cut out) just because it takes up too much time? What is it? A: “School takes up a lot of time. I'm learning stuff that I can't use in real life.” –Female, 22, NY

Over the weekend, news that nude photos of several actresses, including Jennifer Lawrence, had been released thanks to a hacker set the internet ablaze. But the reactions to the photos, including this trending BuzzFeed post suggesting that readers “not [be] scandalized at all,” reflect our predictions of the end of scandal as we know it for Millennials. A group that has grown up accustomed to having digital skeletons in their closets is increasingly reacting to “scandals” from leaked photos to drunken arrests with a resounding, “Whatever.” (BuzzFeed)

Paramount is tapping into the social anonymity trend to promote the upcoming Men, Women & Children, and attract young consumersThe trailer directs viewers to Whisper, where they’re being invited to share secrets under the hashtag #MWC and the movie’s tag will be featured as the Whisper of the day. The film follows a group of teens and their parents, focusing on the ways their online lives change their offline relationships. (Mashable)

Urban Outfitter’s disappointing sales point to an “obvious loss of cultural clout” with young consumers, and could be traced back to several PR “disasters,” including tee shirts printed with offensive designs, several products that were deemed derogatory to Native Americans, and the company president’s donations to conservative Rick Santorum, all of which do not appeal to liberal minded and politically correct Millennials. The brand has also lost its fashion clout and has more competition from affordable brands like Forever 21 and H&M. (Adweek)

New research by Eventbrite claims that one in five Millennials attended a music festival in the past year, and that festivals are “one of young Americans’ favorite pastimes.” The study scanned social media conversations from the last year and found that South by Southwest was the most-discussed festival, and EDM fests made up eight of the top 25 most talked about events. Ypulse’s own bi-weekly survey found that 31% of 14-29-year-olds planned to go to a music festival in 2013. (Quartz)

Millennials have a different approach to buying food than previous generations, and they are changing the way that grocery shopping is done. These foodies are more likely to plan their shopping around a specific recipe they’re planning to cook, to buy ingredients the same day they’re preparing a meal, and look for minimally processed and locally grown food and beverages. Their preferences put pressure on big-box stores and traditional groceries who need to adapt to attract the new generation of shopper. (Washington Post)

We don’t just deliver data. Along with our bi-weekly survey result data files, we provide our Gold subscribers with a topline report that synthesizes hand-picked, illuminating data points and our insights and expertise. Interesting differences between males and females, older and younger Millennials, ethnicities, and more are highlighted, and relevant statistics are streamlined into an easily consumed, concise, visual takeaway. (Ypulse)

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