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…