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: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI
 

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