Meet The GennY 2012 Finalists: Part 2

The GennY Award recognizes best practices of those who have applied new and innovative techniques to connect and communicate with youth. The 2012 award will be given to one exceptional marketing campaign at the Millennial Mega Mashup next week, but we want to highlight the finalists to showcase the unique ways they’ve Millennialized their marketing efforts to reach this influential generation.

Category: Social Media
Wattpad/Sony Music Group

Wattpad and Sony Music Group partnered for a "transmedia experiment" in fan fiction focused on the rising Brit boy band One Direction. One of Wattpad's star writers created a story about each of the five band members designed to coordinate with the video for the band's single, "What Makes You Beautiful." Launching on Valentine's Day, the five-chapter eBook leveraged the band's international fans on Wattpad to spread the word to new American fans by sharing the story and video. The campaign hit a fever pitch when the band members themselves posted a note on the group's Facebook page thanking their new Wattpad fans.

Ypulse: How did you select the author for the campaign telling One Direction’s backstory? When turning over a brand to an outside writer, it can make the company nervous…

Wattpad: Sony approached us about the project after noticing that fan fiction was becoming an organic trend among One Direction fans in the UK and Europe. They wanted to test the waters with an officially sanctioned story to see what kind of reaction, awareness, and affinity it could drive. They were also excited to use a writer from within the Wattpad community, someone who knew the Wattpad landscape and the ins and outs of our community, but of course it was really important to find someone they could trust with their brand.

We recommended LD Crichton because…

 
 

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Millennial News Feed

Quote of the Day: “My favorite place to shop is a Best Buy store, because they have most of the electronics I like to look at and everything is setup for you to try the products out.”

—Male, 23, PA 

Fast food employees may soon be a thing of the past, as more restaurants gravitate towards automation to cater to the foodie generation. A new study from Frisch's Restaurants found that almost a third of 18-24-year-olds would rather order their food from a drive-thru because "they don't feel like dealing with people." The CEO of Hardee’s and Carl’s Jr. who has plans for fully automated restaurants in the near future, says he has seen young consumers’ aversion for social interaction himself: “I've actually seen young people waiting in line to use the kiosk where there's a person standing behind the counter, waiting on nobody." (Business Insider

Viceland’s tactics to get Millennials to turn on the TV may actually be working. Maybe. The recently launched network’s “adrenaline-fueled shows” are showing signs of successfully attracting a young audience. Compared to its predecessor, History’s H2 channel, the average 18-49 primetime audience has more than doubled, and the median viewer age of the channel has dropped 17 years, from 57 to 40. Viceland’s programming president takes that as a signal they’re “doing something right.” Two of their shows, Woman and Gaycation,have also been recognized with Emmy nominations. (NY Daily News

Millennials’ pizza obsession is reshaping the industry. U.S. pizza sales have reached $45 billion this year, up $38.5 billion in 2015, thanks to young consumers. Millennials are not only gravitating towards healthier options, but “consider the experience as significant as the food itself.” As a result, the fast-casual build-your-own-pizza model has been thriving. The restaurant 1000 Degrees, for example, has opened 25 franchises in the last two years with plans to have open another 30 by the year’s end. The CEO attributes success to high quality ingredients, and transparency on what goes on customizable pies. (CNBC

Nickelodeon is launching a kids’ music video channel. The MTV Hits channel is being rebranded to become NickMusic, a 24-hour music destination that will showcase kids’ favorite Top 40 artists across all genres, as well as branded and artist-hosted programming like Videos We HeartPop Playback and Bumpin’ Beats. It will also feature concert specials and “music-inspired series” like TeenNick Top 10. The channel isn’t Nickelodeon’s first music effort: NickMusic, their digital radio channel on iHeartRadio, features “current hits, guest DJ appearances by channel stars, branded entertainment and celebrity interviews.” (Kidscreen

They may be competing for young viewers, but YouTube and TV actually help grow one another’s audience. A Google-commissioned Nielsen study found that TV can actually drive YouTube engagement, and YouTube can do the same for TV. For talk shows in particular, there was a 18% increase in tune-in on TV from an audience that had watched YouTube content of those shows. Nielsen says the results are “significant,” and commented that the opportunity is great for programmers and advertisers to “leverage the connection between digital views and TV audiences." (Adweek)

Quote of the Day: “My favorite app is Amazon, because it's so convenient. I can order things on Prime with just a few clicks.”—Female, 27, PA 

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