Q&A With MTV's A Thin Line — A GennY Award Winner A Year Later

A Thin LineToday we’re checking in with A Thin Line, MTV’s campaign against digital abuse and winner of Ypulse’s 2011 GennY Award, which recognizes best practices and new techniques in youth marketing campaigns. A Thin Line hasn’t stopped innovating in its mission to reach Millennials, taking it’s campaign international, creating a movie based on the knowledge it’s gained, balancing the inclusion of youth and celebrity voices, and, just today, announcing an exciting partnership with Rovio’s Angry Birds Space! Jason Rzepka, MTV’s VP of Public Affairs, fills us in on what the program has been up to since winning the award…

Have you put a new twist on traditional advertising, gone grassroots or guerilla, sparked social interest with Pinterest, or made the most of mobile marketing? We want to hear about how your company or brand has developed a unique program to target youth and Millennials for our 2012 GennY Award case study competition. This year’s grand prize winner, announced at the Millennial Mega Mashup, will join the stellar ranks of past recipients, including MTV’s A Thin Line. Submit your application by March 31, or click here for more details on the GennY Award.

Q&A With MTV’s A Thin Line — A GennY Award Winner A Year Later

Ypulse: MTV’s A Thin Line campaign won the GennY Award in June of last year. Since then we see that you’ve gone international, allowing visitors from outside the U.S. to post their stories about how they’ve been affected by bullying. What prompted that? Are bullying and digital abuse the same all over the world, or are there differences?

Jason Rzepka: We recently created several new ways for young people around the world to engage with the campaign, from joining in the conversation on which digital behaviors “cross the line,” to posting examples of how they’re…

 
 

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Millennial News Feed

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This year’s Olympics will be the most social yet—thanks to the digital generation. According to a study, Facebook will be the leading platform adults use converse during the event, but 35% of 18-24-year-olds and 19% of 25-34-year-olds plan to use Snapchat to share Olympic content. Compared to other age groups, Millennials will be two times more interested in human-interest stories and meme-worthy moments during the event. (Business Wire

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Can a brand create online influencers? In an approach that could be described as “reverse influencer marketing,” Mars is attempting to revive the classic candy bar 3 Musketeers with young consumers through a digital-only campaign featuring the “Musketeens”—three unknowns they want to turn into YouTube stars. The teens look and act like established YouTube influencers, and have been able to garner 400,000 video views. But the response has been split, with a large portion of users calling out the videos as annoying ads. (Digiday

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