Unicorn Frappuccino Madness on The Viral List

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

Starbucks’ highly-anticipated, Instagram-ready Unicorn Frappuccino takes over feeds and baristas' nightmares, van living has been trending on social media, another teen’s Spotify playlist has started a trend, and more things going viral right now…

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingUnicorn Frappuccino Takeover

Inspired by the viral unicorn trend, Starbucks’ latest Instagram-ready concoction has made quite the impression this week. The Unicorn Frappuccino, an “insanely colorful, magical” drink, was launched as a limited-time offering earlier this week, causing consumers to start “freaking out.” Its “highly-photogenic” appearance makes it “tailor-made” for social media, and there are currently over 100,000 Instagram postings under the hashtag #unicornfrappuccino. Tales from unprepared Starbucks employees on the popularity of the drink are also going viral, with one Twitter rant—that has since been taken down—garnering over 1,500 retweets and over 3,000 likes.

Update: The frappuccino is now going viral for being used as a pregnancy announcement 

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingThe #VanLife Movement

Who would have ever guessed that living in a van down by the river would be something to aspire to? The #VanLife social media movement showcases young people who have abandoned 9 to 5 careers to pursue their passions by way of road tripping/van living—while documenting the entire experience, of course. The hashtag has generated over 1.3 million posts on Instagram, and one #VanLife couple, Emily King and Corey Smith of @WheresMyOfficeNow, regularly receive thousands of likes on each post, allowing them to make a living off of sponsored deals. They say the viral lifestyle was spurred by the recession: “We heard all these promises about what will happen after you go to college and get a degree…all that turned out to be a bunch of bullshit. I think there’s…

 
 

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The Newsfeed

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

Which brands had the most YouTube subscribers in 2018? In media, Warner Bros. topped the list with 6.4 million subscribers, followed by BBC and ESPN. Apple beat out last year’s winner for tech PlayStation, while Red Bull and Ford remained the reigning champs of food and beverage and automotive, respectively. Finally, Nike was first place in the clothing category for the second year running, with 30,000 more subscribers than their closest competitor, Adidas. (Tubefilter)

A “Little League for esports” is fostering future esports stars—and fans for life. Super League Gaming is bringing some much-needed organization to youth competitive gaming, building teams of young Minecraft, League of Legends, and Clash Royal players, helping them train and compete. But the program isn’t just for the next Ninja; just like traditional sports, kids get a sense of community among like-minded friends. (AP News)

Nielsen reports that Millennials actually consume less media than older demos, but more of it is digital. While the average adult consumes over ten hours of content a day, 18-34-year-olds spend less than eight hours with media. And the heaviest smartphone users are 35-49-year-olds, who spend 20 minutes more each day on average with their phones than Millennials. However, the younger demo does spend 44% of their media time with digital devices, more than older demos that spend more time with TV as they age up. (THR)

Vitaminwater is wagering $100,000 that you can’t give up your smartphone for a year. Contestants have to disconnect from internet-enabled devices where “texting is a pleasant experience” for 365 days and post a pic to Twitter or Instagram explaining why they need the digital detox. And when the year’s up, they have to prove it. Considering that 65% of 13-36-year-olds told Ypulse they would be unable to unplug from their smartphones for a week, earning that $100,000 may be harder than they know. (Fortune)

Hard seltzer revenue skyrocketed over 400% over the past 18 months. White Claw leads the way for the category with top-of-the-results organic search (they’re the number one Google result for “hard seltzer”) and a social media presence that focuses on health and wellness-related imagery. Sparkling water is already one of Millennials’ favorite things to drink, and its hard version could rise through the ranks of their top alcoholic beverages. (Gartner)

Quote of the Day: “People call [video game culture] nerdy but I see nerdy as a positive connotation.”—Female, 28, MA

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