Dispatches from the Millennial Mega Mashup: Marketing ‘The Hunger Games,’ Millennials’ Sense Of Humor

With the media options that Millennials have at their fingertips, it's easy for media properties to get lost in the clutter. Breaking through and grabbing young people's attention can seem like an impossible mission. But tying into Millennial traits and the sentiments they're feeling led to success for Scholastic's "Hunger Games" and Comedy Central's humor platform.

A Tribute To The "Hunger Games" Marketing Strategies

David Levithan, VP Editorial Director for Scholastic was on site to talk about the secret of “The Hunger Games” success. Ultimately, it was the luck of scoring a great book — the credit goes to the author because it was the content that drove the buzz. Levithan admitted that Scholastic could do the same marketing program all over again with a different book and it could fail miserably.

There were many stages of buzz and word of mouth in the process of promoting the book — and many different mouths that spread the word. The buzz started with two people, himself and the other editor, who both read the book over a weekend and who both had the same response: “Holy sh*t!” They knew from the beginning that they had a great book from an already acclaimed writer.

The next stage was to share the book within the company, and as each person read it, the buzz grew and the staff became evangelical about the book. Sharing the book outside the company, it began with their go-to teen readers, but also to the teens’ mothers, knowing it was a classic crossover book.

The more people who read the book, the better because the story spoke for itself. Going to the Book Expo — the biggest industry event — Scholastic chose to print nearly as many advance reader copies than a typical YA novel would sell. It gave the book away because they knew in return they would earn more evangelical…

 
 

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The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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