Ypulse Essentials: Warren Buffett's Animated Finance Show, Decline In Music Piracy, Coca-Cola 'Moves To The Beat'

What does financial guru Warren Buffet have to do with Millennials? (A lot since he’ll appear on The Hub in a four part TV segment next month called “Secret Millionaire’s Club” where he — in animated form — will give teens financial advice. Even entertainment icon Jay-Z will offer tips about building an empire. Sounds like a smart business move to teach kids about managing money in an approachable way!) (Kidscreen)

- Millennials can’t get enough of music (but they’re not pirating material as much as they did in recent years and instead are listening to or obtaining songs in alternate ways. A recent study in Sweden shows that piracy has dropped by more than 25% and cites that this change in behavior may be attributed to services like Spotify. The New York Times reports that 23-35 year-olds are most willing to pay for media content followed by 18-24-year-olds, but they’re picky when it comes to what they’ll pay for. This echoes our recent Ypulse report where Millennials expressed willingness to pay for music if it’s by an artist they really like or want to support) (Torrent Freak)

- Coca-Cola is bringing the cool factor to the London 2012 Olympics (with a marketing program that brings together music, youth, and sports. Great combo, right? The “Move to the Beat” initiative, led by popular British music producer Mark Ronson, is a multimedia campaign featuring unique sounds and young Olympic athletes as brand ambassadors. We like Coke’s choice for this Olympic campaign way better than their last teen push...ahem Maroon 5. Speaking of smart marketing strategies to attract Millennials, Coke is searching for an amateur dancer to become a star in their Coke Zero campaign and are holding a virtual casting call to find a star) (Ad Age) (MediaPost)

- It’s no secret that bloggers are…

 
 

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Millennial News Feed

Quote of the Day: "My favorite place to shop online is Sephora, because I love high end makeup and I love reading about what's new and watching tutorials on how it works.” –Female, 26, MA

We’ve seen everyone from food startups to fast-food chains label their food “artisanal” to appeal to Millennials—and there is good reason. It turns out there is generation gap when it comes to consumers’ reaction to “artisanal” and “craft.”  Millennials are more likely than older consumers to say that the labels “handmade/handcrafted, “craft,” and “small batch” tell them a product is high quality, and also more likely to say that descriptors like “artisan/artisanal” have some influence on their purchases. (MediaPost)

To sell wine to Millennials, brands have had to drop the exclusivity and embrace a more unpretentious attitude. Sparkling wine brand Chandon is relying on Instagram to get their bubbly message across to young females, making it their top social platform, over Pinterest. Their colorful, summertime images, featuring captions like “Today calls for Rosé,” are a part of their effort to get sparkling wine “out of the holiday rut.” (Digiday)

Older generations who hear about anonymous apps like Whisper and YikYak why have one main question: why? Question and answer site Ask.fm’s recent study asked them, and found that 40% of 13-18-year-olds said anonymity online allows them to talk about difficult topics—only 4% said they would talk about the same things if their name was being used. (IBT)

New parents will do just about anything to get their kid(s) to go to sleep, as one self-published book is proving. The picture book The Rabbit Who Wants to Fall Asleep made the Amazon bestseller list by claiming to put children straight to sleep. Sales skyrocketed quickly, going from selling just 324 copies on August 16th, to 29,000 at the end of last week. It’s rumored that Random House has bought the rights to the miracle book. (Publisher’s Weekly)

Restoration Hardware is going after the teens “who ha[ve] everything.” Their new high-end post-childhood line RH Teen includes chandeliers, and fine art photography, and the brand hopes to capture young consumers as they are finding their own identity and becoming independent as decorators of their space. Unlike some brands, who are co-creating their products and marketing with young consumers, Restoration chose to launch RH Teen without focus groups or studies. (WSJ)

According to Pew, a third of Millennials frequently use their phones in public for “no particular reason,” and 13% say they frequently use their mobile devices to avoid interacting with other people. (Queue the “anti-social Millennial” pieces.) But another study might shed some more light on their “for no reason” phone use: 60% believe their smartphones enhances their leisure time. The research hypothesizes that young consumers are using phones for moments of “micro-leisure” throughout the day. (Washington PostSocialTimes)

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