Meeeeerrry Marketing!

We are four days away from Black Friday and the beginning of the holiday shopping season. Even though turkeys haven’t yet been carved, most brands have already begun their holiday advertisements in full force. 34% of Millennials ages 14-29 plan to start their shopping on Friday, so the merry marketing makes sense. But in a world flooded with commercials, it takes a lot to stick in consumers' minds during the busiest time of year. For distracted Millennial viewers especially, most holiday marketing flows in one ear and out the other, and a simple commercial probably won’t stick in their minds. But smart brands are thinking outside the green and red wrapped box, putting out campaigns that invite interaction, demand attention, and make holiday marketing something to look forward to. Here are three of the early standouts for the merriest marketing of 2013:

1. Kmart Show Your Joe
We said that an ordinary commercial wouldn’t be enough to make Millennials remember a brand’s holiday efforts…but this commercial isn’t so ordinary. Kmart’s Show Your Joe campaign centers around the retailer’s Joe Boxer offerings, and it rings in the season in a way that has actually managed to spark scandal. In it, a row of guys wearing tuxedo tops and boxer bottoms play “Jingle Bells” by swinging their hips and making music with bells we’re left to assume are attached you know where. The video has currently reached over 13 million views on YouTube with comments ranging from high praise to majorly scandalized. But thanks to its viral status, the spot is being discussed everywhere in the media, increasing Kmart’s holiday exposure exponentially. As Adweek put it, “sometimes it’s just better to be on the naughty list,” or as one male Millennial told us, “People haven’t cared about Kmart this much…

 
 

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Millennial News Feed

Quote of the Day: “Adventure Time is the show that best represents my generation because we like the nostalgic aspect of watching cartoons but we also like off-the-wall plots.” –Male, 21, MI 

Snapchat is ready to take over another space: teens’ faces. The app is introducing Spectacles, a new wearable that combines sunglasses and a camera, allowing wearers to capture video of their point of view and share it immediately to their Snapchat Memories. Though comparisons to Google Glass are inevitable, these specs come in bright colors and cool designs, making them more aesthetically appealing—a vital element for wearables’ success. While some might be skeptical of Spectacles, if they are as popular as Snapchat’s other efforts, “the youth will have made wearables cool in the blink of an eye.” (The Next Web)

Campaigns encouraging young consumers to vote are a hallmark of election season—but in 2012, 62% of young Americans reportedly didn’t cast a vote. So this year Rock the Vote has partnered with Doritos to spread the voting message in a unique way. The brand created a limited edition pack of “no-choice” chips with no flavor, no crunch, and boring packaging to show that not voting allows someone else to choose for you, and you might not get what you want. For a spot promoting voting registration, Doritos created a vending machine that dispensed the flavorless chips to any not registered to vote. (Creativity Online)

According to Alton Brown, Millennials have forever changed food entertainment. Ten years ago, cooking shows were all about simple instruction, but the generation’s “preference for bolder, edgier programs” and cooking savvy has changed the content and expanded the “food media landscape” beyond the TV screen. Those Millennial foodies, who might have watched Brown’s “kid-friendly” Good Eats growing up or on Netflix, are the audience for his new web series, designed specifically for mobile. For these viewers, all content will be under five minutes, and “f it doesn’t work on a phone, [he’s] not going to do it.” (Business InsiderFast Company)

Cheetos is bringing their museum back for Halloween. The brand’s summer contest asking consumers to submit their uniquely shaped Cheetos for cash prizes was reportedly one of their most “successful digital engagement programs of all time,” generating over 100,000 stories and photos. Thanks to that success, the brand is rebooting the effort, asking fans to build a Cheetos Monster with the snacks for a chance to win $50K. Turning brands or products into an experience a major marketing trend to attract young consumers. (MediaPost)

Millennials might use more apps than older generations, but they’re also spending more time on their top ranked apps than anyone else. According to comScore data, there are 20 apps that 25% of 18-34-year-olds are using monthly, compared to just 15 among those over 35-years-old. But the top 10 apps among the group are receiving 50% of Millennials’ mobile time, indicating that while younger mobile users have a more diverse range of apps they’re using, their few favorites are still getting the majority of their attention. (comScore)

Quote of the Day: “Bojack Horseman was my favorite show last year because it was funny and real. Maybe too real, just beautiful.”–Male, 23, AZ

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