Ypulse Mashup Sponsor Interview: Gregg Witt, Premise Marketing

Today’s Ypulse Mashup Sponsor Interview is with longtime Ypulse friend Gregg Witt, creative director and founding partner of Premise Immersive Marketing. Ypulse Youth Marketing Mashup attendees can meet (or re-meet) Gregg and the Premise Immersive Marketing team at their booth where they will be delighted to share their knowledge of the youth (and parent) consumer space and outfit you with a brand new t-shirt!

Also, catch more on the the do’s and don’ts of marketing to youth in the action sports world at our Reaching Youth Through Action Sports pre-conference led by action sports networking organization groupY.

Ypulse: What are the most radical changes we’re seeing in youth sports marketing today?

Gregg Witt: The most radical change is that multi-platform branded campaigns continue to become the norm. Successful brands have learned to strategically invest in multiple platforms and media that appeal to their target consumers. These companies then develop comprehensive, branded content experiences. It’s a radical new form of fan engagement when you consider that only 10 years ago, strategic sponsorships, events, tours and media buys, for example, were the primary focus for marketing in the youth sports space.

Winning properties and advertisers are all finding ways to continue the brand experience and retain their fan base through social technologies and more interactive programming in general. In my opinion, Red Bull sets the bar in the youth sports space with its massive multi-platform campaigns.

YP: A few years back you noted that “contrary to how innovative everyone thinks action sports culture is, it is actually quite slow to adopt technology in their marketing, etc.” and instead was relying on more mainstream online spaces like Facebook. Do you think that still holds up…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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