The Short Film Racking Up Millions of Views in a Heartbeat on the Viral List

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

A student film racks up tens of millions of views on YouTube, a t-shirt worn by Frank Ocean set the internet ablaze, tweeters come to the rescue of a wedding hashtag dilemma, and more stories trending online this week…

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingBoy-Meets-Boy Animated Film Goes Viral

An animated short film released on Monday has reached viral status, and earned praise from Adam Lambert, Ashton Kutcher, The Human Rights Campaign, and many others. In a Heartbeata senior thesis film by two college students—tells the story of “a closeted boy [who] runs the risk of being outed by his own heart after it pops out of his chest to chase down the boy of his dreams.” Started as a successful Kickstarter campaign, the project aimed to join the effort of introducing more same-sex love stories to animated films—a clear desire, as evidenced by the over 14 million views currently on YouTube.  

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingViral T-Shirt Steals The Spotlight

Frank Ocean’s Panorama performance last Friday may have been “pure magic,” but it was his t-shirt that took the spotlight. Reading "Why Be Racist, Sexist, Homophobic, or Transphobic When You Could Just Be Quiet?," the tee set Instagram ablaze, prompting a hunt to find its original source. In less than a day, the internet found it: Green Box Shop, a small brand founded by teenager Kayla Robinson. The teen’s designs focus on vocal shirts with a “political slant,” including statements like “Pro-black is not anti-white” and “Girls can do anything.” Robinson’s shirts are now more popular than ever, and celebrity Zendaya has even sent love her way with a tweet.

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingThe Internet Solves Wedding Hashtag Dilemma  

The internet’s response to a man’s wedding hashtag dilemma has gone viral, illustrating that no last name is safe from puns…and no one is safe from the wedding hashtag trend. When @gracerandles

 
 

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The Newsfeed

“Art is basically my job and I enjoy it so much.”—Female, 15, MD

Snap is making its “biggest move” in scripted original content, teaming up with NBCUniversal and the Duplass brothers for their next series. The Duplass-owned creative studio Donut will produce original series for Snap shot in vertical video. NBCU and Snap will also be opening a joint digital content studio focused completely on mobile-first entertainment, “formaliz[ing] their partnership” and putting Snap firmly in the producing/original content creation camp. Snap’s mobile-only approach is part of a movement to shake up how we view videos—in fact, they’re calling their offering “a fundamentally new medium.” (THRTechCrunch)

Eggo frozen waffles are capitalizing on their unexpected Stranger Things’ fame. The brand has seized the marketing opportunity of being a part of one of Millennials & Gen Z’s favorite shows, tying themselves into Netflix’s Super Bowl ad, creating a special toaster for select fans, and swarming New York Comic Con with people dressed up like Eleven armed with “watch party kits” (aka “waffles and a microwavable syrup server”). To prep for the premiere of season two of the show, Eggo is sending out a fully-loaded food truck for the red carpet premiere, and going all out on social media to connect with fans. (MediaPost)

More teens than ever have severe anxiety, but why? The American College Health Association found a 12% increase in undergrads reporting “overwhelming anxiety” from 2011 to 2016, and several studies concur that “there’s just been a steady increase of severely anxious students.” Social media is part of the problem—constant like-monitoring and cyber bullying isn’t helping the most stressed generation to date. There’s also an increasing (and constant) perceived need to over-achieve. One psychology professor observes, “There’s always one more activity, one more A.P. class, one more thing to do in order to get into a top college.” (NYTimes)

Ypulse research has shown that 88% of Millennial parents are trying to avoid helicopter parenting—but they might not be able to help it. The constant media storm of global atrocities and everyday stories of parenting gone wrong combined with advertisers’ willingness to fear-monger, results in a generation of (understandably) anxious parents. It doesn’t help that the tech to constantly monitor kids is easily available (albeit pricey)—from drone surveillance meant for the military to devices that track “blood-oxygen levels all night long.” One relationship therapist sums up, “Everyone is having a hard time drawing a line and just figuring out what’s reasonable versus what’s over-protective.” (Refinery29)

Brands are turning college students into mini-sales forces. Aerie, Victoria’s Secret Pink, and Express are just a few of the many brands that have a program for college campus reps where students receive swag, experience, and other perks for helping bring brand awareness to their colleges. Though brands don’t always require social posts, most ambassadors do share their swag on social, bringing organic ads to their friends’ feeds. The biggest draw is that social posts from reps “[come] across as natural, authentic, a product that they would normally use or want to talk about.” (Racked)

“[Celebrity] can mean anything nowadays and it's a rather diluted term; from YouTube star, to someone on Instagram with millions of followers, to reality TV dopes, etc.”—Male, 30, WI

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