Brands Flocking To Jake Sasseville…Wanna Meet Him?

Jake SassevilleAdAge.com’s Madison & Vine ran a story about how Ypulse College Mashup speaker Jake Sasseville has managed to attract big name sponsors like Ford, Dunkin’ Donuts and Overstock.com late yesterday afternoon. After speaking to Jake about moderating our college panel, I can assure you this will be not be your ordinary conference panel—he’s going to do it “his way,” which I’m hoping will make it funny, irreverent and LIVELY. Well worth staying until the end of the day Friday to watch him in action.

More from the Madison & Vine piece:

His advertisers sound convinced that Mr. Sasseville is on to something.

“He’s right there speaking to the 19- to 30-year-old and doing something that’s never been done,” Stormy Simon, senior VP-customer care and branding at Overstock.com, said of Mr. Sasseville’s off-the-cuff, show-within-a-show hodgepodge. “We thought if someone was going to pull it off, it would be Jake. Not a lot of people would have the energy and tenacity to pull off like Jake does.” seville for his “The Edge with Jake Sasseville” made sense for the automaker, allowing it to “connect with younger buyers in a way that goes beyond traditional advertising,” as well as giving it the “opportunity to partner with this dynamic individual and be a part of the show from the ground up.”

Meet Jake in person next Friday…there’s still time to register!

 

 
 

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The Newsfeed

“As a graphic designer, without the arts being available to me in school I would have been lost as a child and where to take my career path. The fact that schools are cutting art programs is heartbreaking.”—Female, 24, NJ

Applebee’s is putting down the sriracha and giving up on trying to appeal to Millennials. The brand has decided their newer menu items—like a “triple pork bonanza” sandwich—and attempt at a “modern bar and grill” reinvention has “alienate[d]” Boomers and Gen Xers. They’re shutting down more than 130 restaurants and bringing back initiatives from before their attempted “pendulum swing towards millennials,” all-you-can-eat specials and 2-for-$20 deals. Other brands are creating new spin off chains to appeal to fast-casual lovingMillennials, that “[lack] the associated baggage of the old.” (Inc, NPR)

Adults-only ball pits, bouncy houses, and giant slides are sweeping the U.K. Millennials seeking a break from adulthood are flocking to places like Wacky World’s “massive bouncy-castle obstacle course,” which started out as a children’s event. The founder received so many requests that now every event has an 18-and-over slot, and has expanded to 19 cities. This “trend for arrested development activities” is caused by nostalgia, but the influx of marketing and branding leveraging the emotion could be popularizing these playgrounds for adults. (The Guardian)

Facebook is responding to the trend of asking for birthday charitable donations by integrating it right into the platform. Users in the U.S. can now trade in all the “HBD”s they get on Facebook for donations to the cause of their choice: well-wishers will be notified of the birthday along with the selected non-profit, and get the chance to donate. Facebook will ask users which charity they wish to dedicate their day to two weeks in advance, allowing them to choose from 750,000 organizations. (TNW)

Appear Here is the Airbnb of pop-up shops, giving brands their perfect temporary store for the new era of retail. The company finds short term retail space, and has worked with big-name brands like Nike and Net-a-Porter to open “experimental activations” or “test new products.” As brick-and-mortar continues to suffer and long-term stores close, Appear Here says physical retail is still needed, but to “tell a story.” The pop-up industry was valued at $50 billion in 2015, and provides a more low-risk, flexible option to avoid the retail wasteland. (Glossy)

Millennials & Gen Z are turning a profit online and on mobile by re-selling their retail. Thredup, Poshmark, and Depop are just a few of the most popular brands cashing in on the resale economy’s $18 billion market, and some shoppers say they are making $300 a week on the platforms. Some are also using social to sell, often in conjunction with apps or sites, including Snapchat, Facebook Groups, and Instagram. College students on a budget are reportedly especially drawn to resale, thanks to convenience, value, and access to luxury at a lower price. (FN)

“Adult means being entirely independent. I pay my own bills, make all decisions in my life, and feel very in control.”—Male, 20, NY

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