MTV Turns Spring ‘Break’ Into Spring ‘Fix’

This is the week. The week where teens and Millennials nation-wide have a week off from google docs, dropbox-ing, wikipedia-ing, and all-night crash study sessions. For college and high school students, the end of March is synonymous with two words: Spring Break! And we’ll be here covering it from all angles. We’ll hear from American screenwriter and novelist, Kirsten Smith, responsible for teen hit sensations like 10 Things I Hate About You and Legally Blonde. We’ll also hear from one of our YAB members, Nathan who resides in the Bahamas, on how this American ritual is expressed in his hometown. Finally, we will also be revieiwng the movie sensation, Spring Breakers

Today, we have an exciting interview with Noopur Agarwal, VP at MTV Public Affairs. We had the chance to talk to her about MTV’s newest Spring Break initiative, “Spring Fix”. 

Partnering with United Way and mtvU, MTV is hosting "Spring Fix," an alternative to the traditions of spring break in areas affected by Hurricane Sandy. MTV will bring 50 college students to the New York / New Jersey area to help rebuild communities devastated by the storm. "Spring Fix" will take place from 3/17 – 3/23, and include a special free concert at Six Flags Great Adventure in New Jersey featuring Ne-Yo. MTV cameras will be on the ground capturing all the "Spring Fix" activities, and the network expects celebrities, politicians and more to stop in and take part. 

 

Spring Fix seems like such a great initiative, can you tell us how this campaign came about? Can you also tell us a little bit about your partnership with United Way and how that came to fruition?

Following Hurricane Sandy, MTV hosted an hour-long fundraising special, “Restore the Shore,” featuring dozens of stars, artists and organizations committed to…

 
 

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The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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