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: “I share my selfies by making it my profile picture.” —Female, 23, IL

It’s time to let go of the stereotype that men hate shopping: men are actually spending about $10 more than women on clothing and accessories each month, according to a new study. Menswear is expected to expand by 8.3% in the next year, 4.1% more than womenswear. Not surprisingly, Millennial guys are approaching their fashion and shopping differently, with males under 35-years-old more likely to purchase athletic and athleisure styles. Younger male consumers are also 27% more likely than those over 35-years-old to be influenced by sales staff. (The Muse)

Second screen marketing was one of the big trends of this Sunday’s big game, and Instagram reports that 38 million users engaged with Super Bowl content 155 million times that day. Social media vendor Engagement Labs looked at likes, comments, and clicks to see which brands were the event’s Insta-MVPs and declared Pokémon, Disney’s The Jungle Book,Squarespace, SoFi, and Acura the top five performers. Pokémon asked viewers to call out all the Pokémon references their ad in the Instagram comments, and The Jungle Bookposted a link to the full movie trailer on Instagram right after airing it on TV. (Adweek

Blend is a texting app “built for Gen Z,” with plans to use their popularity on college campuses to grow into competition for WhatsApp and iMessage. The app was created by two college drop-outs who secured $3 million in funding after the release of a controversial promotional video made the app go viral on the former students’ Michigan campus. Their biggest challenge will be retaining Millennials and teens in the crowded messaging space, and Blend is relying on their “snappy design” and focus on photos and video sharing to get them on top.
(San Francisco News

Millennials know you think they’re narcissistic—and they think so too. New research shows Millennials agree that they are more self-involved than older generations: 18-25-year-olds rated themselves a 61.4 (on a 100-point scale) for narcissism, and rated those 60 years or older at 38. However, older respondents “in particular piled on Millennials for their narcissism, while absolving their own age group,” and those 60 and older ranked Millennials as 65.3 on the narcissism scale, and put themselves at 26.5. Unsurprisingly, the study notes that Millennials don’t appreciate constantly being told they’re narcissistic. (Mental Floss

Millennials are looking for something to talk about on social media, and IfOnly is providing the exclusive experiences they can be proud to broadcast. When we first wrote about the site their target users were those with a lot more to spend, but over the past few months they’ve been adding “amazing but highly accessible” offerings—like playing with pandas at a zoo—for a broader audience, priced at $50-$125 per person. IfOnly believes that Millennials on social media will pave the way to their success: “they’re on social media channels, where it’s not fun to post about a belt but it is fun to [post a picture, saying], ‘Check me out backstage.’” (TechCrunch

Quote of the Day: “I am planning to give an iPhone 6s as a gift for this Valentine’s Day.”

—Male, 31, NY

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