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…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“I want to work for myself so that I can have more flexibility and be my own boss. I have an online business.”
—Female, 16, FL

Fast fashion is only getting faster as Asos & Boohoo outpace industry front-runners, Zara and H&M, moving clothes from concept to sales floor in less than four weeks. These up and comers’ fast paced supply chains, coupled with millennial-minded tactics and strong social media presences, are driving a 30-35% expected sales growth for Asos and 50% for Boohoo. A major contributor to Boohoo’s profit margin is its army of celebrities, bloggers, and other influencers who promote its clothing across Instagram. Zara and H&M, meanwhile, saw slowing YOY sales growth; H&M has admitted its need to speed up and announced plans to change its supply chain accordingly. (QuartzThe Guardian)

A new Doritos bag will be loaded with the entire Guardians of the Galaxy 2 soundtrack, via a built-in cassette player. A limited number of the “Awesome Mix” soundtrack bags will be available on Amazon tomorrow, and influencers will be activated to take the bag to surprising locales and sing a song of their choice. Fans will also be invited to go to custom pop-up recording booths, record their track, and upload it to social media for a chance to win prizes. Thanks to social media posts and unboxing trends, packaging has the potential to become a spotlight stealer, and brands are thinking outside the box to make packaging as interesting as the product. (Creativity)

Apple wants to be Gen Z’s Starbucks. The brand is reimagining stores to encourage teen hang out sessions, rebranding the Genius Bar as the Genius Grove, and aptly adding some foliage to the space. The start of a series of educational sessions next month will also bring in photographers, artists, and musicians to teach lessons and in some cases, perform concerts. Apple’s head of retail says of the effort: “I’ll know we’ve done a really, really great job if the next generation, if Gen Z says, ‘Meet me at Apple. Did you see what’s going on at Apple today?’” Ypulse’s Experiencification trend explored the fact that more retailers are looking to turn stores into social spaces to attract young shoppers. (QuartzApple)

Coachella has become a profit powerhouse, with earnings of $94 million last year, and nearly half of all attendees are 18-34-years-old. Brands have been looking for any way to activate their spending power through the event—including influencer marketing, which reportedly earns an estimated $6.50 for every $1 spent. This year, American Express became the first official credit card of the prodigious festival, using influencers to spread their message on-site instead of signage and “overt product messaging.” One AMEX executive emphasizes, “You can’t deny the power and reach of influencers today.”(Forbes)

Mars’ new ad has gone viral with Gen Z, thanks to the power of online celebrities. The video, promoting popular U.K. candy bar Maltesers as it launches in the U.S, features social media and YouTube stars Caspar Lee, Andrew Huang, and Dytto and has earned almost 2.8 million views in the last few weeks. The campaign encourages positivity in the face of typical “teen crises” as the influencers are shown turning #FML moments into “Fun Maltesers Life” moments. The spot is part of a larger effort, which will include distribution across social media channels, custom content creation with BuzzFeed, and a tour featuring an experiential photo-op, game play zone, and 10 million free samples. (MediaPost)

Quote of the Day: “I don't drink on a typical night, but my choice when I do have a drink is often red wine.”

—Female, 34, FL

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies