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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The Newsfeed

Quote of the Day: “When deciding what products to buy, what’s most valuable to me is reviews from users regardless of whether or not I know them.”—Female, 32, MA

Adidas is continuing to take customization to the next level, with a new pop-up store that creates custom clothes in a majorly futuristic way. Knit For You, located in Berlin uses a laser body scanner to determine exact measurements for their personalized merino wool sweaters. To select their design, shoppers go into a dark room where patterns that can be adjusted with hand gestures are projected on their chests. The final chosen product is then knitted, washed, and dried in-store to be picked up in hours, for the price of $215. (Business Insider

BuzzFeed’s wildly popular food platform Tasty is expanding into the coffee business. In a partnership with NBCUniversal, Tasty has begun selling Brooklyn Roasting Company coffee beans, and of course, they’re “offer[ing] a quiz to help with decision making.” Quiz-takers will be asked about their favorite fruit, how they feel about caffeine, what their ideal morning is like, and more, to which they can answer with emojis. Once the coffee choice is made, consumers can make it even more personal by creating their own labels. (Grub Street)  

Chinese Millennials are using digital devices for “connection, discovery and actualization,” more often than their American counterparts. A recent global survey from Labbrand found that 85% of Chinese Millennials are using their phones to make in-store payments on a weekly basis, compared to 44% of U.S. Millennials. They’re also more likely to broadcast their behavior online: Over seven in ten Chinese Millennials are posting movie, restaurant, travel, and other activity-related reviews weekly and over half say they share everything they do online, compared to 44% and 28% of U.S. Millennials respectively. (ReadITQuik

What cities are Millennial homebuyers flocking to? According to an analysis by LendingTree, the top three are Pittsburgh, Washington, D.C., and Des Moines, Iowa—based on mortgage requests by those 35 and under. The online loan company says that on average 36.1% of all their mortgage requests came from the age group, a slight increase from the year before, which they say is “thanks to a stronger jobs market and overall economy.” They expect to see more young buyers looking for homes as financial situations keep improving. (Yahoo FinanceCredit.com

YouTube is being criticized for filtering LGBTQ content. Recently, YouTube creators have discovered that some content featuring LGBTQ titles and themes are being filtered when users enable “Restricted Mode” to screen out “potentially objectionable content.” YouTuber Neon Fiona pointed to her own page as evidence, citing that videos with “girlfriend” in the title were filtered under the mode, but videos with “boyfriend” in the title were not. Not all LGBTQ content is filtered and one YouTuber observes, “This is something that no one’s really sure how it’s working.” (Tubefilter

Quote of the Day: “When I was watching the Super Bowl, I switched the channel or left the room when it was a commercial break.”—Male, 27, MN

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