Ypulse Essentials: Bieber's New Single, Millennials Want To Make Moviegoing More Social, Kids' TV

After a long wait, Bieber’s new single ‘Boyfriend’ is here (and we like the more mature sound that has been compared to Justin Timberlake. Sure, the lyrics are a little cheesy and will probably make tween girls swoon, but the song is more sophisticated than his past singles, which will make it appealing to older audiences as well, making it sure to reach #1 on the charts in no time. Oh, and there’s a cameo from “Shawty Mane,” Bieber’s rap alter-ego) (USA Today) (MTV)

- Using your phone while at the movies usually elicits lots of scorns and “shhhs” but if it were up to Millennials (texting, tweeting, and checking Facebook would be tolerable at theaters. Engaging with social media and entertainment simultaneously is important to them — after all, that’s what they do when watching TV — so it makes sense that the majority of 18-34 year olds would like to use their phones for similar purposes while at the movies. In fact, they think it would enhance their experience, which makes us wonder if theaters might actually allow this) (Fandango, thanks to Derek Baird for the tip)

- Disney just launched Disney Junior, a channel for preschoolers (that will eventually replace Soapnet. This marks a big change for ABC as it steps away from soap operas and focuses more on 2-7 year olds, who will have their own 24-hour network, a lot like Nickelodeon’s Nick Jr. In other children’s TV news, check out some of the top cartoons that are sure to reach SpongeBob status) (LA Times) (Adweek)

- The Internet has been buzzing about the ‘Hunger Games’ earning $152.5 million at the box office this weekend (which is the third-highest total ever for opening weekend! But besides that impressive feat, here’s some interesting info about the audience which had a more balanced male-to-female ratio than “Twilight” and…

 
 

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“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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