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: "An athletic hoodie never goes out of style according to me. It's easy, can get dirty, and you'll show a bit of school pride. Besides, no one expects you to look top dollar every day in graduate school.” –Male, 27, MD

The hyper-monitored childhood of the next generation has them growing up tech-supervised, and now teenagers are getting the same treatment with the new app Ignore No More, dreamed up by one frustrated mom. The app gives parents the ability to control their children’s phones, shutting down everything but parent-approved contacts and forcing them to call home for the unlock passcode. Since Millennials consider their mobile devices to be their personal and private property, installing the app might prove to be the biggest challenge. (Jezebel)

Teen males have been the most sought after demographic in the gaming world—until now. Females make up 48% of gamers in the U.S. and women over 18 outnumber teen males in the game-playing space, especially with the “surge in casual mobile gaming” apps like Candy Crush, Hay Day, and Kim Kardashian: Hollywood. The increase of women gamers extends well past smartphones, and male-targeted games, like Assassin's Creed, are opened up to a new audience thanks to the prevalence of "couples play." (WSJ)

Instagram can be used for more than just image sharing, and since Mazda feels the platform is “still a bit untapped,” they are charging ahead with a new digital-only marketing campaign to promote the MX-5 Roadster. The Mazda Canada account will debut a new 9-tile magazine page spread each week, where each square in the design opens to a video showing “history vignettes” about the car’s design and mechanics. This Insta-mag campaign will serve as a soft launch for the Roadster to 18-35-year-olds, giving them quick, visual bites of information that build the car's story and appeal. (StreamDaily)

Michelle Phan, an original YouTube star, has been able to translate her online fame offline through a makeup brand, beauty subscription service, book deal, and the creation of a digital network to scout and manage new online talent. Millennials find online stars more approachable and authentic than professionals and Hollywood A-listers, a reason why these days “any company that has money is approaching YouTubers.” Since 80% of YouTube traffic comes from outside the U.S., stars like Phan are planning to expand to branded partnerships in global markets. (Mercury News)

It is easier than ever to unknowingly enter unwanted contracts online, so a group of teens is pushing to reinstate a lawsuit against Facebook for using their names and images in social ads, even though the fine print lets the social network do so. While this generation is concerned about privacy and content rights online, the court originally felt that putting user content in social ads was a “fair exchange” for using the social network. (MediaPost)

Need to know what a certain subset of Millennials is thinking? Silver and Gold Tier subscribers have access to Advanced Instant Poll tools, giving them the ability to submit questions to our mobile social community of 2 million 13-34-year-olds and target specific ages and gender like female teens or males of college-age. Targeting by age or gender (or both!) gets more focused responses and can be used for gut-checks statistics on key demographics. (Ypulse)

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