Ypulse Essentials: Youth Brands @ SXSW, Double Dutch, 'The Greatest Generation'

sxsw2009Youth brands are more than background noise at SXSW (sponsors for the indie music festival clamor to get noticed by 12,000 wallet wielding attendees with music showcases and free parties.  Also, AdRants picks up a discussion on marketers misusing social media sparked by a panel held during the interactive portion of the festival) (New York Times, reg. required)

- Spring Break, not broke (Gen Digital compares college students’ plans for this year with 2008, and the results aren’t as dramatic as expected. Plus, studentactivism.net calls out the student drinking study we mentioned in an earlier Essentials—“College Freshmen Study Booze More Than Books”— for sensationalizing their results. Apparently, the company that ran the study offers online alcohol education programs to colleges)

- Hip to be square (the latest Obama Effect? Black teens who aren’t shy about showing off their smarts. Plus, to get more students involved in competitive sports, New York high schools introduce Double Dutch) (Boston Globe) (Salon, day pass required)

- More on the media-induced ‘sexting’ scare (don’t believe the hype or rather keep it in perspective - Anastasia is quoted. Plus, The New York Times examines the bullying ways of secret societies in prep schools) (San Francisco Chronicle)

- Adults infringe on teen jobs (as unemployment continues to climb, older, more appealing candidates vie for traditional teen positions. Plus, Chinese millennials ask similar questions about employment in the face of the economic downturn) (Chicago Tribune) (WSJ)

-Kids Choice’ (corners the award show market for the kiddie crowd, according to the Boston Herald. Assuming they aren’t aging up and watching the MTV offerings?) (Boston Herald)

- Mobile teens in the UK (Alcatel’s Teen Lab takes a look at how mobile usage…

 
 

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Millennial News Feed

Quote of the Day:  “Young and Hungry are short 30 minute shows, so I can watch it on my lunch breaks at work. I like the humor and the characters. The story line is easy to follow. It's an easy show to binge watch.”—Female, 20, WS

Following Gatorade’s lead, Under Armour has added their own sponsored game to Snapchat. By swiping up on the brand’s 10-second ad, users can play “It Comes From Below,” an “endless runner” game featuring NFL star Cam Newton dodging obstacles like trees and wolves. The game also allows players to snap and send their scores to friends, along with a prompt to play themselves. Under Armour hopes to reach the 14-22-year-old high school and college athletes using the platform. (Adweek)

Coach is scrapping its mobile app to focus on chat instead. Deeming the app “no longer viable,” the luxury brand is shifting from convincing young consumers to come to their platform to going to where they already are, as part of their “ongoing comeback plan.” The new interactive Coachmoji iMessage keyboard can be used to create sharable mood boards depicting themes from their Spring 2017 collection. In the two weeks since the keyboard’s launch, daily engagement has reportedly already surpassed their former app. (Glossy)

The Obama administration is trying new and aggressive approaches to get young adults to sign up for health insurance. Less than 30% of the 13 million people who have signed up for coverage under the Affordable Care Act so far have been 18-34-year-olds—a group critical to the law’s success. To reach uninsured under-35-year-olds, the administration plans to advertise on video platform Twitch, and social networks like Facebook, Snapchat, and Tumblr. The campaign will revolve around the hashtag #HeavyAdulting and focus on medical issues most relevant to the group, like reproductive health. (The Wall Street Journal)

Family-friendly brands are creating content for Mattel’s updated View-Master toy. The Littlstar Family app—which can be uploaded on to an Apple or Android and then used along with Mattel’s virtual reality and 360-degree capable View-Master—will feature an extensive library of content from National Geographic, Disney, Bento Box Entertainment and Discovery Channel. Focused on immersive, Mattel also plans to launch a VR Batman experience for the toy this fall(Kidscreen

General Motors is going after experience-hungry young consumers who would rather share a car than own one. Their new start-up brand Maven offers a car sharing service that can paid for by the hour or day (no membership fee) and will be “rolling out city-by-city.” To market the new service, the brand sought out “local experts and connoisseurs” to tell stories that will “bring new cities to life.” An additional Maven service that will offer rides to airports will also be launched soon. (Ad Age)  

Quote of the Day: "My favorite show is New Girl  because it makes me feel like I'm hanging out with my friends. It's so funny, relatable, and relaxed. It's also convenient to watch for free on the Fox website.”—Female, 20, IL

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