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: “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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