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

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Dave & Buster’s is positioned to win over experience-loving Millennials. Despite disappointing earnings of late, investors are buying up the experiential restaurant’s stock during its dip because (as one analyst explains) they “believe [Dave & Buster's] can outperform other full-service concepts and drive multiple expansion as it proves itself as a differentiated growth concept.”  Our Experiencification trend backs up their bet, finding that 74% of Gen Z & Millennials would rather spend money on experiences than products. (TheStreet)

Airlines made for Millennials are failing. Air France is thinking about shuttering Joon, their trendy airline, just one year after it took flight. As it turns out, Generation Wanderlust values one thing above amenities like stylish steward outfits and smart tech: value itself. The airlines that are seeing success are budget-friendly first and foremost, like Norwegian Air. ICF Aviation’s SVP sums it up, “What does a [M]illennial want in an airline? A low fare and a good schedule…They don’t want more purple lighting.” (Vox)

Fortnite isn’t just “the most important game of 2018"—it’s “a cultural tsunami.” Nearly 80 million people played the battle royale-style game that’s taking over the internet this year, and over 65% of Fortnite’s players are under-24-years-old. If that’s not enough evidence that brands should cashing in on the craze, celebrities like Drake are playing the game and sports stars like Antoine Griezmann are doing Fortnite’s signature emote dances on the field. (CNET)

Media companies could be under-estimating Nickelodeon’s young fandom. Nielsen reports that two-11-year-olds spent 23 hours each week watching TV in the second quarter of 2018, with almost 15 of those hours taken up by live TV or DVR-recorded content. While Nickelodeon ratings may be down, they’re still the leader of kids’ networks, accounting for 67% of all ad-supported kids’ TV viewing. However, 74% of Millennial parents tell Ypulse that their children watch more content on streaming services than cable. (Bloomberg)

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

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