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

“The issue I am most passionate about is jobs/unemployment, because I need a job.”

—Female, 24, OH

Half of all 13-17-year-olds are on Snapchat, according to Ypulse’s most recent social media tracker—so what are they really doing on there? One BuzzFeed writer observed his 13-year-old sister to find out how to “Snapchat like the teens,” and learned that the “app is [her] life.” She wakes up every morning to respond to about 40 incoming snaps with selfies, which she can do in under a minute. Responding is crucial, streaks (responding every day without a break) are “the MOST important thing,” filters are “VERY big,” and “EVERYONE looks at Cosmo on Discover.” When asked about her dad’s reaction to her incessant snapping she answered: “Parents don’t understand. It’s about being there in the moment.” (BuzzFeed

The Tab, a student-targeted site with articles on campus life and local stories, is not ready to let go of their 2.5 million monthly readers preparing to graduate—so they’ve expanded. The Tab National is targeting for 20-somethings, and describes itself as as “the Vice for people who don’t think that Uber or pop-up markets are necessarily a bad thing.” The Tab’s top-tier U.S. and U.K. university sites have captivated advertisers, who are guaranteed that their sponsored posts will get at least 25,000 page views—more than half of brand stories on the site are getting 50,000. (Digiday

You may have heard that Twitter is reworking their timeline algorithm, but what does that mean for brands? The new layout will use an algorithm to showcase the most relevant tweets, and “collated tweets from brands, athletes, politicians and other public figures will appear at the top of the timeline” so users won’t miss any trending conversations. For brands this means well-thought out content will still be key as “[t]he algorithm will likely favor content with higher engagement.” It could also mean more exposure: “organic posts [will] have the ability to drive enormous engagement and cause a buzz.” (The Drum

According to Pew’s new data, Millennial Democrats are far more likely than older generations and their Republican peers to get their political updates through social media, with 74% who are very likely going to participate in their state’s primary or caucus saying they learned about the election through a social site, compared to 50% of Millennial Republicans. Millennial Democrats are also the most likely to identify themselves as liberal: in 2015, half (49%) labeled themselves as liberals, compared to 41% of Gen X, 40%(of Boomer, and 35% of Silent Democrats. (Pew Research Center)

Luxury menswear brand John Varavatos’s shoppable, touchable video ad powered by Cinematique prompted eight times more Facebook engagement than standard videos. Viewers can click or tap clothing like as the video plays, and at the end of the ad are shown the collection they chose, leading to product pages on the website. According to recent data, 33% of fashion video are considered mainly “brand-building,” and only 16% of brands use shoppable videos. But that could shift as more marketers adjust to consumers’ video-consumption behaviors. (WWDDigiday)

Quote of the Day: “I participated in Bikram Yoga, because I found a few YouTube tutorials on it.” –Female, 24, MN

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