Ypulse Essentials: 'The Fashion Star' Is Packed With Celebrities, SpongeBob SquarePants Twitter Event, Introducing Paramount Animation

The Fashion StarStyle icon Nicole Richie and menswear designer John Varvatos joined NBC’s ‘The Fashion Star’ (as celebrity mentors and judges in the upcoming style show, where aspiring designers compete for a multimillion-dollar contract to launch their own label. Between the slew of stars — which also includes Jessica Simpson and host Elle Macpherson — and the chance for viewers to purchase contestants’ creations after each episode, “The Fashion Star” is shaping up to be one of the coolest shows yet. Speaking of celebrities, Hewlett-Packard enlisted several young stars to market their TouchPad to young consumers. Russell Brand, “Glee”’s Lea Michele, and “iCarly”’s Miranda Cosgrove are all featured in commercials, and watch for spots with Jay-Z and LeBron James coming soon. Someone in that diverse group is bound to spark Millennials’ interest!) (Entertainment Weekly) (NYTimes, reg required)

- SpongeBob SquarePants is taking over Twitter next week (with the release of a special storyline available exclusively on Twitter. The “episode” is called “The Ice Race Cometh: A Twitter-Tale” and it will run from Tuesday July 12th to Friday July 15th. Each day fans will receive part of the story via tweets and images. This Twitter-event will lead up to a new SpongeBob TV episode called “Frozen Face Off,” which will premiere on Friday July 15th at 8pm. What do you think of this marketing strategy of content built around social media and followers for such a young audience?) (Cynopsis)

- Expect some pretty impressive animated movies from Paramount (since they’ve created an in-house animation division appropriately called Paramount Animation. They’ll focus on CGI-animated movies with budgets of $100 million per film. Their first movie will be released in 2014 and we can hardly…

 
 

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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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