Get Out Inspires a New #Challenge On The Viral List

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Box office hit Get Out inspires a new internet challenge, HBO gets a large audience to watch ice melt, Zara gets called out for a body positive ad, and more stories that went viral this week…

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingGet Out Inspires the Latest Internet #Challenge

Get Out, the satirical horror film currently dominating at box offices (with an astounding score of 99% on Rotten Tomatoes), has inspired a new #Challenge. Originating as a Snapchat video, the #GetOutChallenge recreates the movie’s chilling scene where one character is running at full speed towards another character before making a sharp turn to avoid impact. Within a matter of days, the original video garnered 3.6 million views, making the challenge as viral as the film and generating comical and “surprisingly spot-on” recreations on Twitter, Facebook, Instagram, and Snapchat. Even NBA celebrity Steph Curry has gotten in on the trend, with a video that has been viewed over 2.5 million times.

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingMillions of GOT Fans Watched Ice Melt

With the promise of revealing the premiere date of Game of Thrones’ seventh season, HBO made a live stream of ice melting go viral. This week, the network started a Facebook Live stream of a massive block of ice being hit with flame throwers, asking viewers to comment "fire" and "dacarys" to make the ice melt faster and reveal the hidden date inside. The process took a while to say the least, but still drew 1.3 million viewers within an hour of streaming. A few snags and comments from impatient, angry fans later, the network finally released the announcement along with an official teaser which garnered over 28 million views.

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingZara’s Body Positive Campaign Backfires

A tweet expressing frustration towards Zara’s choice of models in a body positive ad has gone viral with almost 30,000 likes and over 15,000 retweets.…

 
 

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The Newsfeed

“I honestly wouldn't like to communicate with brands, unless it is to solve problems their brand is causing.”—Female, 27, MI

Why don’t people seem to care as much about fake followers on Instagram as on other platforms? Because while Facebook and Twitter are bashed for feeds full of fake news, no one holds Instagram to the same standard. The image-centric platform is inherently “a hyperreality,” where no one’s candid shot is truly spontaneous, and photo-shop freely fills feeds. Where does it get tricky? With Influencers, who are expected to garner true engagements for brands. (Real Life)

Influencer marketing faced another tricky situation this week when PopSugar replaced influencers’ affiliate links with their own. RewardStyle and its Instagram product LikeToKnow.it’s network of content creators’ photos and sometimes entire feeds “were copied to the site via “thousands of ‘falsified vanity pages’ containing millions of images belonging to the network’s content creators.” The group is planning on seeking a class-action lawsuit on their intellectual property and for the lost revenue that PopSugar made each time a customer clicked to purchase. (Racked)

Colleges are giving out more merit-based aid to win over top students. Tuition discount rates have risen to a record 49.1% for first-time, full-time freshman attending private universities, up over 10% from ten years prior—according to the National Association of College and University Business Officers. By using data-driven analysis to calculate just how much aid is likely to lure a top student in, colleges are seeing success upping their prestige. However, the practice has also “created a closing of the doors for low-income students,” according to one policy analyst. (WSJ)

Apple is betting that young consumers could bring back magazines via a magazine subscription service. The tech company took a gamble by buying Texture, a subscription service for over 200 titles that’s been dubbed the “Netflix of Magazine Publishing.” The app aggregates articles into a single browsing experience, rather than being separated by title, and pays the included publications. Apple has announced plans to integrate the service into their Apple News app, the latest incarnation of their less-than-successful Newsstand app. (Bloomberg)

Function of Beauty is customizing hair care, blending up shampoo and conditioner for each customer based off a five-question quiz. Beauty companies big and small have hopped on the Customization Nation trend, and Function of Beauty takes that to the next level with their hyper-personalized hair care set. They're customizing everything from the fragrance to the chemical components, and even going so far as to print the purchaser’s name on each product. The founder explains, "Every single person is unique and different...why negate that instead of catering to it?" (Paper)

“[Allison Raskin] is open about her struggles with mental health, and she is also funny.”—Female, 19, CA

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