Ypulse Essentials: Grammys Go After Millennials, Making The Most Of 90s Nostalgia, Social Media In China

Grammy AwardsThe Grammy Awards is clearly catering to the Millennial audience (with a few new additions this year. A Grammy Live streaming broadcast with social tie ins begins this Friday following all the activities leading up to the big event and new technology to get official releases of show performances online almost immediately. In a nod to youth music trends, the Grammys has also added a dance/electronica segment to the show. The category nominees, including Deadmau5 and Lil Wayne, will perform in a tent amid 1,000 pumped up fans) (Giga Om) (NYT, reg required)

- It’s no secret that Millennials are nostalgic for the 90s with ‘retro’ TV shows and fashion (making a comeback. But how are brands making the most of it? Some are cashing in on bringing back certain styles with an updated flair, blending modern technology with retro accessories — like a handset for a cell phone, and introducing 90s attitude in current media) (Fast Company)

- Check out this infographic about the social media scene (in China. With the “great (fire) wall” that bars young people from the social sites popular in the U.S. and other countries, Chinese youth have adopted copycat sites. The most common way they log on? Cell phone! Although social media has been part of some pretty powerful movements, its real power is creating local change, according to one expert) (Derek Baird) (PSFK)

- Chances are, you’ve done your share of shoe doodling (or you know someone who has. Now Vans is turning that talent into a money making opportunity for crafty students who can submit their shoe designs for a chance to win $50,000 for their school’s art program. Break out your markers and get sketching) (IHeartDaily)

- Teens love texting, and they even read texts from brands (according to DoSomething. The challenge with text…

 
 

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Millennial News Feed

Quote of the Day: “I like shopping at Trader Joe’s, because it’s a fun alternative to the usual chain supermarkets to pick up specialty items that are tasty.”—Male, 33, MD

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

Promposals aren't just a viral trend, they are now the most expensive prom cost for some. A study by Visa Inc. has found that an American household spends an average of $324 on promposing, and parents are increasingly footing the bill: In 2015, parents paid for up to 73% in of prom costs, up from 56% in 2014. Companies like The Heart Bandits are cashing in on the trend by charging upwards of $1000 to plan promposals, and brands are as well: Men’s Wearhouse Inc. declared March 11th promposal day on social media to sell tuxes for the occasion. (Bloomberg

Gap Inc. has launched a new athleisure line for children ages six to 14, bringing the high-fashion workout trend to the pre-teen set. Athleta Girl, an extension of the activewear brand Athleta, is categorized by activities like “run,” ”yoga and studio,” and “swim.” According to the fitness brand, the label was in demand: “A girls’ line is something our customers have been asking for. Girls today want to dress sporty. They are living more active lives.” Marketing and design for the line is leaning on girl power, with graphic tees showing off slogans like "Dream crazy big." (JezebelRacked)

As esports continues to grow, brands are figuring out to how to tap into the potential marketing goldmine. This year the global esports market will make $463 million, and will reportedly rake in $1.1 billion in 2019. Brands have begun sponsoring teams by adding their logos to players’ jerseys or hats, but they could potentially expand to leagues in the future. The key to effective branding will be “genuinely offering something new or valuable to the audience.” (VentureBeat)  

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

Quote of the Day: “I consider luxury items as something that is nice to have, but that I can also live without.”—Female, 23, FL

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