Gen Y Voodoo

A&E Markets Shows Through Games

2008-08-13T12:02:00.003-04:00

Traditionally, cable television network A&E were known for showing artful drama movies and the series Biography. Recently they have added a list of reality-based shows that have helped them draw in a new, younger audience. With shows such as Criss Angel Mindfreak, Gene Simmons’ Family Jewels, The Two Coreys, and Parking Wars, A&E have also tapped into a new marketing venue, particularly with the latter two series. To briefly touch on the bases of these shows, Mindfreak centers on magician and illusionist Criss Angel, while Family Jewels chronicles the crazy and unexpected happenings in the life of KISS superstar Gene Simmons and his family. The Two Coreys follows former child actors Corey Haim and Corey Feldman as they struggle to maintain their once inseparable friendship. Parking Wars is a behind-the-scenes glimpse into the daily life of the Philadelphia Parking Authority as they “manage the chaos that is every driver’s greatest nightmare… parking!”

On their web site, A&E has launched interactive games to promote their shows. This is something they may have taken from their Gen Y targeted counterparts, VH1 and MTV. By engaging the online community, which is largely made up of members of Generation Y, A&E can capture the attention of this market segment in an effort to attract viewers. Corey vs. Corey (the game for The Two Coreys) is exactly what it sounds like – Corey Haim fighting Corey Feldman. Users can choose which Corey they want to play as, and by winning rounds in this fighting match they can add special skills like the Dirty Sock Slap or the Dreamt of Success Smackdown. The web site game for Parking Wars is called Parking Warrior and challenges users to maneuver through traffic to park in available spaces while avoiding the parking authorities and tow trucks.

In addition to the website games, two of A&E’s shows also have games and communities as Facebook applications, which further extends their reach into the target market for these shows. Corey vs. Corey has a Facebook app where friends can compare their scores and vote for their favorite of the two Coreys. Parking Wars has a Facebook app game, which differs from the web site version. Friends can park on each other’s streets to earn money and give out parking violation tickets to those parked illegally. The Parking Wars game has become especially competitive within the office here at MindComet, spawning playful rivalries among co-workers. Badges are also awarded for different achievements, such as moving your cars 25 times without being ticketed or being the last of 5 cars to park illegally on a street. Personally, I had not planned on watching the series, but since becoming involved in the Facebook game, I am more inclined.

Ultimately, these games are a scalable way for A&E to capture and maintain viewers in a venue other than the TV screen.

Moving the Target to Gen Y

2008-06-30T13:16:00.004-04:00

Many historically conservative brands which have targeted Baby Boomers and Gen Xers are beginning to refocus their efforts toward Gen Y. This is a curious concept which begs the question, is the older audience disloyal and moving on? Or is it simply that as Gen Y is getting older, brands are realizing what a large opportunity is available? Additionally, aiming at Gen Y widens the gamut of advertising channels. Gen Y can be targeted through avenues which older generations cannot, such as social media.

Southwest Airline, P&G’s Herbal Essences, and politicians are among the many who have refocused their efforts.

Southwest, an airline which has traditionally targeted business travelers through low price and customer service, recently announced they will be sponsoring the Midnight Gaming Championship (MGC) 2008. This sponsorship of the video gaming season is targeted at gamers aged 16 to 25 who will be tomorrow’s business travelers. “The ‘Southwest Airlines Ultimate Gamer’ promotion and MGC sponsorship speak to young adults and gaming enthusiasts--a demographic far removed from the traditional frequent business traveler that Southwest typically targets with low airfares and timely plane departures and arrivals,” states a MediaPost Publications article. This “Ultimate Gamer” promotion is a sweepstakes in which two grand-prize winners will each receive two roundtrip tickets on Southwest to Las Vegas, tickets to the Video Game Awards, a Sony PlayStation 3, a Microsoft Xbox and a Nintendo Wii. Southwest is making an obvious long-term attempt to capture this audience early, which may show no short-term payoff.

Herbal Essences, an almost 40 year old brand, was in a “long-term decline” when P&G acquired it in 2001. P&G’s marketing team found that the target audience for Herbal Essences was too broad. A BusinessWeek article states, “By 2006, [Chairman and CEO A.G.] Lafley and P&G's beauty business chief, Susan Arnold, knew something had to be done with the tired brand. ‘We had three choices,’ Lafley says. ‘Abandon it, divest it, or frankly, reinvent it and resuscitate it.’” They chose the latter. In finding that no competitors were targeting Gen Y specifically nor meeting their specific needs, Herbal Essences decided to prioritize their efforts on this generation. Through not only redesigning packaging with youthful designs and curved bottles which fit together, but also renaming the specific products (different lines renamed “color me happy”, “body envy” and “totally twisted” - as opposed to bland titles for color treated, volumizing, and curl booster), Herbal Essences was able to drive up sales by targeting Gen Y.

Barack Obama’s campaign has notoriously been targeting the younger voters. By using social media venues, Obama has been able to reach out to his young supporters in a way that other candidates have not embraced, giving him an advantage in this demographic. Strategically targeting Gen Y through Facebook, where he has over 1 million supporters, and Twitter, where he has over 43,000 followers, gives this audience an insight into his campaign in a way that is more appealing to them. He also posts photos from his campaign trail to Flickr, and has just over 5,500 followers there. Additionally, MTV has now decided to accept political ads, but only from candidates and party committees, not from third parties. In the past, even as recent as primaries earlier this year, MTV had refused political advertising, even throughout its Rock the Vote and Choose or Lose voting promotions. MTV Networks is encouraging the youth vote, which gives the candidates even more access to reach Gen Y.

Understanding the marketing opportunities available to reach Gen Y will be an important tactic for brands in the near future. However, it will also be important that these aging brands not abandon nor alienate the earlier generations who may still be loyal consumers.

Send Barack Your Baby

2008-06-25T12:08:00.005-04:00

Traditionally politicians have had issues reaching out to the youth in America. That was until the current Presidential race. By inviting the youth in America to question their potential leader through online debates, politicians have successfully created a youthful following. It appears that in return for the politicians reaching out to Gen Y, Gen Y is paving the way for their candidate of choice. By setting up websites that further a political message or just creating buzz about candidate’s qualities, the Internet has become a major political tool. Viral campaigns are not limited to products and companies. “Obama Girl” and the popular Republican video entitled "The Incredible McCain Girl are examples of Gen Y viral campaigns. Combined, these two videos have had over 10 million views.
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It’s not just videos that are attracting the attention of Gen Y. Websites like www.sendbarackyourbaby.com have gained popularity by poking fun at those who take politics a little too seriously. This website offers comic relief to for the politically overwhelmed.
Gen Y is known for embracing technology to further causes that are dear to them in this case Gen Y has chosen politics as their cause. By observing how Gen Y has embraced this years political candidates businesses can get a clearer understanding about how to reach Gen Y.

Gen Y in the Workplace

2008-06-05T17:19:00.004-04:00

While doing research on Generation Y, I continuously came across articles talking about hard it is to work with Gen Y. At first I was taken aback by what I was reading. I began to question not only the work ethic of those around me, but my own desire to succeed in the corporate world. Suddenly, I realized that the arguments on the screen in front of me were the same talking points that were aimed at every previous generation I could think of.

In the eyes of an older generation the youth of today will never be as efficient or dedicated as their own. Many of the arguments sited issues with dress code and inexperience. I personally believe that Gen Y is just as capable if not better equipped to flourish in a corporate work environment.

Though these arguments are flawed, many of them point out several of the eccentricities associated with Generation Y. We are, and will continue to be, an individualistic generation who loves their flip-flops and jeans. However, I can’t imagine that for many a dress code would be a professional deal beaker. Speaking from my experience, uniforms have been something to adhere to since grade school. To me, being asked to dress appropriately isn’t an outlandish request; it’s to be expected when in a professional situation.

Since the dress code argument was null and void in my mind, I moved on to the inexperience argument. Each generation faces a time when they, too, are new to the corporate work environment. Regardless of what we learned in school, the knowledge of books can never surpass the knowledge gained in a real work environment. I believe that, thanks to Generation Y’s virtual upbringing, our knowledge of the way things work has far exceeded the marker set by previous generations when they entered the work force.

Though I can see why an older generation would be leery to accept Generation Y into their corporate family, it will be necessary for growth in the marketplace that both the Gen Yers and corporate leaders learn to adapt to their new family members.

Streamlined Branding for Gen Y

2008-06-05T15:23:00.006-04:00

Highly media savvy, Generation Y may be the generation most conscious of being marketed to. As a result, they constantly scrutinize ads and branding with which they are continuously bombarded. A San Francisco research firm conducted a survey of 100 “trendsetter panelists” in New York City, Los Angeles, San Francisco and Miami to better understand what brand communications Gen Yers receive best. An article by Kevin Ransom, “Reign of the Plain: Survey Finds Gen Ys Prefer Brand Simple”, shares the results of the survey which state the Gen Y trendsetters are drawn to brands which approach them in a "straightforward and stripped-down way, use plain packaging, and avoid excess." Another article by Sarah Perez entitled “Why Gen Y is Going to Change the Web” says that these digital natives are also more concerned about their friends’ opinions than about ads. She quotes retail analyst James R. Palczynski who said Gen Y responds less to traditional ads and more to “humor, irony, and the unvarnished truth."

You will notice that the top 15 brands listed from the survey results not only offer clean, simple ideas in their design and packaging, but also in their no-frills attitude which bleeds through to their products. “Reign of the Plain” notes that these highly respected brands offer consumers a convenience which may be related to Gen Y’s responsiveness to environmental concerns. This article concludes saying, “The bottom line ... is that any company that is inconvenient or confusing, or that used over-designed imagery, is seen as out of touch and too ‘corporate.’”

The 15 Most Trusted brands determined by the trendsetters in the survey were:

Apple
Trader Joe's
Jet Blue
In-N-Out Burger
Ben & Jerry's
Whole Foods
Adidas
American Apparel
Target
H & M clothing stores
Levi's
Volkswagen
Converse
Vitamin Water
Red Stripe beer

“Brands that succeed in the future will be those that open a dialog with their customers, admit their mistakes, and essentially become more transparent,” says Perez. For the most part, these characteristics are representative of the brands above. These 15 brands not only use stripped-down marketing and plain packaging, but many also use humor or are known for their non-bureaucratic corporate cultures.

Is it possible that the adversity to excess displayed by Gen Y could be related to their shrinking attention spans? It is repeatedly studied and reported that younger generations have shorter attentions spans, allegedly as a result of heightened media bombardment and constant exercise of mental fast-twitch muscles through video games. Or perhaps the desire for straightforward information is simply a sign of Gen Y’s tendency to be information and text scanners, as seen in web reading studies. It could be that this generation is simply adapting to the increasing amount of information immediately available at their fingertips. Bottom line: if you’re targeting Gen Y, get straight to the point.

Jones Soda Reaches Out To Generation Y

2008-05-29T17:48:00.002-04:00

With Generation Y coming of age, having to find new ways to adjust to the ever-changing demands of my very individualistic generation. Jones Soda, a small Soda company out Seattle, Washington, has continuously embraced Generation Y. They have reached out to their target audience and encouraged them to get involved with the brand. By using photos that people have submitted on their label, they have not only identified themselves with their consumers, but also created an air of excitement around their product.

I know that I look forward to picking up a bottle of Jones Soda to see what crazy photo will be on the front, and I know I’m not alone. Jones has once again out done themselves by allowing consumers the opportunity to have customized bottles made. For thirty dollars you can go on their website upload a photo, and pick out which of the twenty-two flavors you would like your photo to appear on. Then, in about a week’s time you will receive a six-pack of Jones in your mailbox. It’s an absolutely amazing idea! I know that it’s just the type of thing that my generation will cling to… personalized soda bottles (kinda makes you like a celebrity). As a generation, we are constantly looking for the next thing to make us feel important and special, and Jones Soda has set out to deliver what we want.
From a marketing standpoint what Jones Soda is doing with their customizable sodas is a strong and realistic way to reach out to Generation Y. Individuality is something that has been ingrained into the heads of my generation. Our parents fostered a deep-rooted sense of individuality unseen in past generations. It is because of this need to feel special that my generation embraces brands that appear to accept them as individuals. By selling to the individualistic side of Generation Y, Jones Soda has secured it’s self as one of the popular refreshments of Generation Y.

The Evolution of "Live" Entertainment

2008-05-20T11:48:00.009-04:00

The days of traditional marketing are fading away in the music industry, especially in this age of the digital music era. However, DeepRockDrive.com has come up with new and innovative ways to market music. DeepRockDrive.com seems to continue where Myspace has left off, I've always felt that Myspace was a great place to hear all genres of music, from legendary songs to brand new hits. However, I've felt that Myspace has never given users many options when it comes to online video viewing of fan’s favorite musicians and artists. Well, DeepRock does an exceptional job of marketing musicians and artists in a unique and interactive way.

It blends the excitement of live shows with the interactivity of online video games. They state that they've created the most popular destination on the Internet for interactive live performances. At a DeepRock concert, you just don't watch. You also support the artists you love by participating with them "live" in real time. You get the chance to tell the artists how you feel about their performances, while also voting with other fans on which songs get played. Another cool feature of the site is that you can pick which camera angle through which you want to view the show. These interactive features give fans the rare opportunity to interact with musicians and give input on what they want.

Traditionally, music has been promoted several ways including through radio and word-of-mouth. However, word-of-mouth is a strong and successful method in marketing music to my generation. From personal experience, I've learned and grown to love many musicians through word-of-mouth from close friends. DeepRock does a great job at using the word-of-mouth method to ensure their site is heavily promoted. Their site offers users the option of creating a digiposter to spread the word to others. The digiposter can be e-mailed to friends or posted on various sites such as Facebook. Once you join DeepRock, you can also petition to determine who will perform live. When the number of requests hits 1,000 votes, DeepRock calls the artist to try to book a show. Personally, I feel their method of marketing and promotion will help their website be successful especially among those in my generation. It’s a fresh and different way to promote new and upcoming musicians or even well-known musicians. It gives fans the rare opportunity to interact with musicians, while giving input on what they want. This will help bring fans continually to the site excited to hear and see more.

The idea of virtually giving fans free tickets to a concert with no tickets, no lines and no hassle, but best of all, from the comfort of your own home is brilliant. As an avid music fan, I truly like the idea. I recently fell upon the website through music forums, however it immediately caught my interest. At first glance, it may seem like your typical video-sharing and viewing music site. But, DeepRock isn't a typical video site, but rather it is evolving what "live" entertainment truly means.

So grab a seat and experience DeepRockDrive.com yourself!

Breaking digital barriers in Hip Hop

2008-04-30T11:30:00.004-04:00

I recently reviewed an article on Adweek that informs that several Hip Hop artists and producers are breaking down barriers in the mobile mediaspace and in turn they can serve as models for brands ranging from packaged gods to autos trying to reach consumers. Be as this may,Hip Hop is an 16 billion dollar industry. My point is, you would believe that technologically speaking that the industry would be doing a lot more to sustain a digital presence. I'm not sure if Gen Yers realize but Hip Hop as an industry s way behind the curve when it comes to technology. A good number of organizations are still putting up album release posters on light poles to announce releases. Now there is nothing wrong with making that one phase of your plan. But, that can not be your only effort! Another example is myspace. We all know that everyone who has wanted to pick up a mic indeed has, and there on myspace! Now once again this method is good for one phase of your campaign, but this can not be your sole means of promoting your acts.

Hip Hop in a perfect world would include change and innovation as two of its key pillars. Instead there is an air of, let me just follow whats working and leave a handful of people to pave the way. Gen Yers should take note, pave your own road! Build the industry up so that you do have somewhere to go when its raining outside. Businesses should definetly take the time out to evaluate there strategies and take a look in the mirror and ask themselves, DO we have enough of a didgital presence to sustain future and furthur growth?
Js1

Yahoo! Live Makes Webcasting the Next Big Thing for Gen Y

2008-02-08T12:54:00.000-05:00

One of the big stories today on the social news site digg.com is the new Yahoo! Live service.

Fast forward to 2008 and we see this new service put together by Yahoo!. We now have the infrastructure to support video streaming, and YouTube and other video sharing sites has been exploiting that for some time. Yahoo! has decided to take out the lag time between capture and connect by allowing users to broadcast themselves live to whoever is out there to view.

We've pondered here on Gen Y Voodoo whether people will pay to put themselves out there - a dollar to rise to the top of a social network. That may not work as well in the US because we want to see instant gratification - and that is what Yahoo! Live provides.

Anyone can open up their Webcam-equipped MacBook and broadcast for a half an hour between classes and make new friends, or just be goofy. They can create their own channel (a la YouTube) and even pull a regular audience with a simple url: live.yahoo.com/username. Niche groups can even recapture the synchronous qualities of television that we have all lost to bring people together at a set time to learn and interact about things that they love.

In the minutes that I spent checking it out today, I played rock, paper, scissors with a guy in Korea who was wrapped in what appeared to be toilet paper (some people will do anything for attention) and attempted to communicate with a kitty who somehow figured out how to use a webcam (he didn't respond however, he must not have mastered the keyboard yet). Did I mention niche audiences?

With the opportunity to embed these feeds, it opens up a lot of opportunities. Did you ever expect to go to someone's MySpace page and actually see them hanging out - live? I can't wait to see what other opportunities sprout from this and what will be developed when Google tries to one-up this service.

Portable Data - Is It Good for Gen Y?

2008-01-31T10:06:00.000-05:00

Almost any member of Gen Y can account for a dozen or more places that they are required to log-in online - their email, online banking, MySpace, etc. And in the average workplace, they might be asked to remember more disparate logins than they can count on one hand!

The last thing that we want to do is to have to remember multiple passwords, but do we really want to put all of our eggs in one basket? A new concept - OpenID is asking us to do just that. In the same way that logging into your Yahoo! email also logs you into Flickr, or logging into Blogger opens up Google, OpenID is looking to take that a step further.

If the roll-out goes through in full force, those who opt-in (assuming that it will be optional) will be able to enter their data and be logged into nearly all of their personal accounts online (except for sites with more sensitive data - such as their banks).

And to take it one step further, the real meat behind it is not to resolve the multiple login procedure, but rather to allow data to be ported from one source to another. It essentially would serve as the user's digital identity. In doing so, your likes and dislikes, photos, videos and likely many other things will able to be shared across multiple platforms. In the same way that Trillian simplified things for people on multiple IM networks (by allowing them to login to AIM, Yahoo, MSN and ICQ in one window), OpenID will make it more convenient to have a presence and communicate across multiple social networks and have a larger reach.

So it will allow users to more easily manage their social relationships across the Web, but what's the downside? Some say that security will be a risk. With all of that data moving from one place to another, it will provide more points for a user's data to be exploited from.

Who will set the standard? From the past, we already know that some companies like Amazon will sell your information - straight from their terms of service. Will OpenID or other initiatives require that this not be allowed? And who will police it?

It seems like a good idea, but until their are standards, it might not be the best idea for Gen Y. In the meantime, there are tools in place which already help manage multiple profiles, and many tech-savvy Gen Y'ers can explore them without difficulty. RSS feeds can be used to aggregate information from multiple areas into one home base, and tools such as Flock - the social media browser - allows users to more easily access and share their data, while allowing users to be in control of their own security on their own machines without worrying about other players' intentions.

Will Gen Y Pay to be Seen Online?

2008-01-17T16:56:00.000-05:00

Online social networking plays a large part in the lives of many members of Gen Y. Some strive to gain as many friends as possible and would "just die" if they weren't listed in a friend's top ten.

To what lengths will they go to gain exposure and contacts? Would they pay? A relatively-new social networking site, badoo.com, thinks that they will.

It sounds odd at first, but is it really? Professionals will pay to make contact on LinkedIn already, and young people are already used to dropping a dollar on an MP3 or a ringtone without thinking twice.

In place of advertising, badoo.com is supported by users who are willing to drop a buck (or a pound or euro depending on their location) to appear on the front page using feature that they call "Rise Up". Adage.com notes that "20% of its users access the function once a month and some pay eight or nine times a day to Rise Up."

It's kind of like they didn't really ban advertising - they just opened it up to the users. Now, instead of seeing what some might think of as SPAM, they see relevant content that they came to the site for in the first place. They came to find friends and check out content, right? It's kind of brilliant.

But will they pay? Overseas is where the site sees most of its popularity at this time. In the US, MySpace and Facebook have already been ingrained into Gen Y's consciousness with more than 100 and 60 million users, respectively. Therefore, it might be a little harder to gain a foothold. The site currently has over 12 million users, so it does pack some power, and could at least enjoy a cult following in the States.

If they do wish to make an impact here, they are going to need to come up with an effective strategy to spread awareness. There seems to be a lot that could be done with the message - "What's a friend worth to you... how about a buck?" But where could it go... facebook application anyone? They'd have to be extra sneaky to pass that one off! It will be interesting to see where they are a year from now...

Writer's Strike to Have a Lasting Impact on Gen Y Online Video Consumption?

2008-01-15T17:46:00.000-05:00

For some of us, it's been hard lately - with the writer's strike looming, keeping our precious TV shows at bay. What are we to do? Spend quality time with our families? Go outside and get some fresh air? Homework? Oh the horror!

Gen Y will still want to unwind, even if their favorite show isn't on the air. They are already quite familiar with online video, but for most it hasn't gotten to the point where it is replacing a significant amount of their television watching "time budget".

However, when they're sitting at home with nothing but reruns, where do you expect them to turn? Their YouTube sessions may get just a little bit longer. They might spend more time seeking out new venues for the familiar video content that they have grown accustomed to using to fill their downtime, to relax and to take them away from their everyday lives.

Ironically, one of the issues which the strike is about - compensation for online media - may grow even more prominent as boredom forces users online to seek out content, driving higher demand for the medium.

Will the strike have a lasting effect on online vs traditional video consumption? Surely it will, but to what extent? Will it be enough to give rise to new players online or to have media outlets rethink the importance of online delivery? Unless the strike goes on for a long time to come, it might not single-handedly cause this shift, but it is likely to play a significant role in quickening the process.

What These Gifts Say About Gen Y

2007-12-21T13:48:00.000-05:00

This year, maybe more than ever, the holiday gifts that Gen Y desire reflect highly upon defining them as a group.

One of the top gifts that is popular among Gen Y, as well as the younger generations, is Guitar Hero (and its copycat, Rock Band). Gen Y is growing up, moving into their roles in the business world and starting to get an idea of the path that they will be taking over the next decades. They are coming to the realization that they aren't going to be celebrities or rock stars. But they're not ready to give up the fantasy.

The level of immersion that Guitar Hero gives - the guitar-like controller in hand and the illusion of actually being a talented musician - is far beyond what video games have offered in the past. No one played Super Mario Brothers and felt like a real plumber or left Final Fantasy thinking that they could shoot lightning from their palms. Gen Y appreciates the low learning curve and sense of accomplishment in the short term from this game. They can feel like a virtuoso without dedicating hours that they might not have, yet still have the opportunity to bump it up to the next level at any point when they need a challenge.

The next big Gen Y gift is the Nintendo Wii. The Wii is fun alone, but it really shines when you can get a few friends together. Gen Y is all about building relationships which is why both social networking and the Wii are popular in this age group. Spending this type of memorable quality time interacting with friends is seen as invaluable. In addition, the customization and personal identity of characters - Nintendo calls their characters Miis - is attractive as well. Gen Y is independent, they feel that their identity is something that they have built and enjoy the reflection upon themselves.

Another gift that ANY Gen Y member would love to be given for the holidays is the iPhone (or any iPod for that matter, but more than anything, the iPhone). It takes everything that Gen Y would like to keep on top of and puts it is one small package that can be taken anywhere, yet fits cleanly into any pocket. It also has a slick, stress-free interface that Gen Y has developed the sense to appreciate.

The iPhone allows the busy Gen Y member to do everything that they would otherwise struggle with between their full work schedules and social lives. The initial iPod musical portion lets them keep up with the hottest music without even having to sync to their home computer (which they might not even see for days on end). The phone itself allows them to keep in touch and the new voice mail system allows them to pick what message they want to listen to without wasting time listening through chronologically. The browser and multimedia functions allow them in the 30 minutes that they might have between work, the gym and a night on the town to have nearly the same experience they would sitting in front of their own computer at home - catching up on the recent news, their RSS feeds or anything else on the Web.

Other top Gen Y holiday gadgets also echo this desire to stay mobile and productive (the combination of socially and professionally productive), such as the new Eye-Fi Wireless SD Card. This device allows Gen Y to bridge their social life on the town to their social networking on the Web. They can take photos and wirelessly not only transfer them to their computer, but directly to their Facebook or Myspace account, taking out the steps of sitting at the computer, logging in, uploading, et cetera. Many Gen Y'ers don't have the free time that they had just a few years ago. They are moving into higher more demanding positions which might require more of a time commitment from them - making time saving devices such as these highly desirable.

Surely there are a plethora of other devices which say a lot about Gen Y. Overall, they tend to reveal roughly the same insights to Gen Y as a whole: the need for access on the go, ease of use to open up free time and allow for easy social network integration and to relieve stress that might build up from the gaining responsibilities that Gen Y has been handed down from the Baby Boomers. Gen Y will continue to drive the visionaries behind these companies as they take over the workforce within the coming years.

Catching the Eye of Gen Y Through Interactive Stunts

2007-12-19T12:36:00.000-05:00

Have you heard of Snowglobe Boy?

As a promotional stunt, McKinney put Ben Eckerson, a 24-year-old production coordinator for the company, into an inflatable snowglobe for over three days.

They planned to set a world record for the longest time spent in an inflatable snowglobe, with the reigning champion being... well... no one actually. Note that he was allowed 51 minutes per day outside of the globe to deal with "personal needs".

The feat was streamed on the Web live for the entire period, and gained media attention as well.

Sitting in a globe, Ben had plenty of time to promote the project. The level of interaction didn't exactly make it to that of Trevor the Mentos Intern, but it do a decent job out of reaching out to Gen Y audiences. A Facebook page was even created - give Ben a poke if you like!

This worked out as a relatively effective way of capturing Gen Y's attention. These kind of stunts and challenges work well for bringing them in. In this case, it appears that McKinney is looking to interest young adults in their company in order to build a strong workforce. This stunt served to show them that McKinney is a fun place to work, and should be on the top of their list. As Tara Lamberson outlined in her article "How to Hang on to Digital Talent", Gen Y needs to know that they are going to be able to have fun in the workplace and enjoy the time they spend with their co-workers.

Since this record isn't actually too ridiculous, and because Ben was allowed to leave the bubble for a short period of time, it will be interesting to see who will be willing to take this to the next level. A consumer brand could gain a lot of attention by breaking this record over the next holiday season. A creative touch could be used to give it an enticing spin and generate even more media attention. Why not put a VP in there or three people? What would happen if they couldn't leave at all? Or will an individual look to take it on themselves? If that is the case, with the right strategy, a sponsorship could prove to be quite valuable!

What other stunts can be done? Does your company have the time an resources to make it happen? If Gen Y is your target, it might be a good time to give it some thought!

Make Your Message Stick to Gen Y

2007-12-10T15:37:00.000-05:00

It's not always easy to catch the fast-moving Gen Y audience, especially on a Saturday night. While out on the town, they're bombarded with fliers and other marketing messages, but who knows if they'll remember them the next day (or even remember anything the next day in some cases)!

There's a new innovative idea that might give them something to wake up next to that won't make them wish that they stayed in the night before. HandvertisingUSA is now offering the service of distributing marketing messages by stamping them directly on the consumer's hand.

The idea is that the person goes out to a club or venue and has to step out for a smoke, a talk or to just roam along to the next stop. Their hand is stamped as a means to re-enter the location without having to pay the cover charge once again.

For this reason, those to be stamped will likely not mind. However, it is possible that some will - it's almost like giving a tattoo without asking. For that reason, it might be good if they are offered an incentive. This could be a dollar off of the cover charge, or even a free sample of the product being advertised. And allowing them to opt-out can relieve possible negative impact on the brand in the blogosphere.

Obviously, beverages are the first perfect fit that comes to mind for this type of promotion, but other products can fit as well. Note that this also gives the advertiser the opportunity to have their URL displayed in a prominently viewable location. Since it will probably be around the next morning when the person gets up to check their email, or upload last night's photos to Facebook or MySpace, they'll be right in front of the computer with the URL to access your site.

To ensure that they make the jump to the site, it might help to keep the marketing message cryptic. Find and buy an interesting URL that begs them to solve the mystery. Look at the success of Fox's TV show Lost - Gen Y loves a good mystery!

This is quite a creative idea that, when used properly, has a good likelihood to connect with valuable Gen Y audiences (those who are cool and trendy that others tend to follow). It would be interesting to see what viral campaigns could be interwoven with this strategy and how it could enhance the campaign's value. This new medium could have some very interesting applications with the right creative mind behind the wheel!

Embracing the iPhone - Invention of the Year

2007-11-13T10:39:00.000-05:00

It's no secret that the iPhone craze has struck. Your friends have them, you might even have one - or if you don't, you want one.

And maybe craze isn't the best word to describe it - it seems to imply that the iPhone could be a fad. Between the facts that Cingular wrangles customers for two years with a purchase of the product, and that the device is not only designed by Apple, but also is an extension of the iPod lineup, its staying power is as close to guaranteed as a device can be in the digital age. The iPod was the MP3 player that took the world by storm, and changed the landscape of digital music forever, the iPhone will be the device that does just that for the mobile Web.

Why, or how do we know this and how can it be proven?

The iPhone demands respect. Steve and the guys from Apple demanded a redesign of Cingular's Voicemail system in order to take advantage of the device's capabilities. Apple asked and they jumped. Other carriers would not hesitate to do so if they were so lucky.

And you know what? As the call for action for more iPhone friendly Websites comes from the ever growing population of early iPhone adopters, the Web will heed their call and meet their demand.

The move will not be immediate, but as adoption grows, those who do not embrace this device and start their action plans early will find themselves at a huge disadvantage. The early adopters will have already identified the iPhone friendly sites and be visiting them on a daily basis. Their relationships with those sites will change when they find the time to sit down with their laptops. And even more devastating to the laggards, who do not design for it early, will be that these same early adopters will be the ones who are setting up iPhones for their friends and not only recommending favorite sites, but programming them into new iPhones before they even see real use.

Before the iPhone, the mobile web was something that was talked about, but never really taken seriously. By not having a mobile-friendly site, your company was the norm, and the audience at stake was a tiny fraction that was used to having a hard time browsing mobile anyway (and wouldn't likely badmouth your company for it).

The iPhone has changed this need by addressing where other devices fell short. First, the hardware does what others failed at. It may not give the full experience of lounging with a laptop, but what it lacks in resolution (the pixels that fit on the screen) it makes up for with its touch interface. On the iPhone, you have fun just dragging the pages around with your fingertips - your experience will be positive toward the device, even if you don't get to what you're looking for.

Additionally, through Apple's marketing and keen skill of facilitating mass consumer buy-in, they have created a true single platform for developers to adopt. The iPhone has set the standard, not the Windows Mobile devices or the Palm Treos, or even your Motorola RAZR. New usability standards will be developed to make sure that the experience is tailored to work and be enjoyable and useful for those on the iPhone. Unless other manufacturers follow in their footsteps, their end users' experiences will be much like those who try and use iTunes to purchase and move music to their generic or simply non-Apple MP3 devices - not so good.

On the topic of consumer buy-in, just how many people are and how many people will have iPhones? As of last month, 1.4 million people purchased the iPhone. And how long did it take for them to reach the one million unit mark? Only 74 days - and this was at a price point far beyond most consumers' reach.

Over a month ago (which is a long time in iPhone terms), research showed that 3% of teens surveyed already own iPhones and 9% intend to buy within the next six months. These numbers may seem low, but the hugely popular Motorola RAZR only ever reached 6% penetration at its peak - and that is a phone that can be had for free from the right vendor.

Looking ahead, analysts see a bright future for the iPhone. For the 2009 calendar year, estimates for sales range from 21.1 million units sold to even as high as 45 million per year in the pockets of consumers. The higher estimate only requires Apple to capture a 7% share of the mobile phone market in North America and 2.8% share around the rest of the world.

The ease that the iPhone will have of reaching this goal will be even more apparent as it is released throughout the rest of the world. The UK and Germany just saw the release of the iPhone within the last week, and France and Canada will see theirs within the next month (Asia won't see them until next year).

Europe already has a more complex and mobile-friendly infrastructure set up to support the iPhone. It may need tweaks and whatnot for consumers to enjoy the experience to the fullest, but as they have already embraced mobile to a higher extent, it will be likely that the iPhone saturation will be even more prominent.

Contributing factors to the iPhone's success are discussed further in TIME's article which has named the device as the Invention of the Year. This blog post only scratches the surface on the discussion of the technology, adoption and standards to be developed around this device.

MindComet is serious about embracing this new device and its associated medium, and we are ready to support you in your ventures as well. Preliminary information can be found at http://mindcomet.com/iphone, but visit soon to be able to see more of our capabilities and thoughts surrounding iPhone and the future of the new mobile Web.

Gen Yer's 15 Most Trusted Brands

2007-10-19T11:00:00.000-04:00

According to a research firm, GenYer's are attracted and trust brands that speak to them in a "straightforward and stripped-down way, use plain packaging, and avoid excess." As a Gen Yer myself, I would have to agree. Gen Yer's have grown up in this world of commercials and advertising that are fighting for our attention and loyalty. So who do we pick, simple brands that don't make us think, who say exactly what we want to hear and as a result of this, we are their walking advertisements.

1. Apple
2. Trader Joe's
3. Jet Blue
4. In-N-Out Burger
5. Ben & Jerry's
6. Whole Foods
7. Adidas
8. American Apparel
9. Target
10. H & M clothing stores
11. Levi's
12. Volkswagen
13. Converse
14. Vitamin Water
15. Red Stripe Jamaican beer

These brands captivate the attention of 21-27 year olds. As I read through this list, I have personally associated myself with each one of these brands at one point in my life. Why? Cheap, convenient, youthful and it works in my hectic, fast pace life. I think that all Gen Yer's would agree with this list.

Forgiving Gen Y

2007-10-15T14:24:00.000-04:00

When a child reaches the age of 18, their slate is wiped clean,right? Not in all cases. The Web and its inhabitants do not always forgive - and they certainly don't forget!

For instance, around the age of 16 or 17 (which is longer ago than I would like to admit), I won auctions for a couple of items on eBay, and for some reason or the other, I wasn't able to follow through. Was it irresponsible and worth being given the kiss of death (negative feedback on eBay)? Surely, it was.

However, 7 or 8 years down the road, I'm a different person: a homeowner with multiple college degrees and responsibility on many levels - not exactly that same kid surfing the net back in '99 without a care in the world. So is it right to judge me based on a couple of simple mistakes made a decade ago? The US Government would have forgiven a minor for things much more serious by now. A sour deal that old is really no indicator of current responsibility.

But the Web is just like that fabled elephant who never forgets. And I've moved on, having created a new Web identity. Yet every now and then, someone finds that bad feedback and is able to link it to me - I do a lot of deals online for computer parts and the like. It really is benefiting nobody. Isn't it time to be forgiven already?

Maybe it is. Your parents told you to forgive and forget, right? It might not work in every circumstance, but in just as many (or more) it can - and will often benefit the Web site as well. For instance, a person banned from a Web forum can attempt to come back in a few years and when identified, be forgiven but sternly warned (assuming the charge is less than heinous).

In many cases, the banned user is outgoing and/or passionate. These qualities in a teenager may get them in trouble on the Web, but later in life, it can allow them to get you more hits. These outspoken individuals are more likely to drive others to your site if welcomed back. That person can be the one to contribute content that drives 20,000+ hits, ultimately driving ad or affiliate-sales revenue.

Can it really pay off? Sure. The situation above is not only a true story, but a personal one.

It would be understandable to not want to take that risk. Your Website may be your baby - and your baby doesn't deserve to be run amok with hooligans. But know this: those users are already on your site. They've created new usernames; they've registered with different credit card numbers.

So when they approach you and ask for their old username back, don't take that as an admission of guilt and take further steps to ban them. When they reach out to have archaic feedback removed, don't let it fall on deaf ears. Review their more recent history and be fair. They're going to be on the Web for quite a long time, and can you really afford to lose all of those clicks?

Dove's "Onslaught" Video opens eyes

2007-10-12T13:51:00.000-04:00

Dove released their new ad campaign targeting pre-teen's and their parents. The video starts out displaying a young girl's face and then travels through all the sexy advertisements of how women 'should' look. Encouraging pill popping to maintain this unrealistic body type and going under the knife to look like our favorite movie star or enhance any small flaws. Finally, at the end of the commercial, the slogan "Talk to your daughter before the beauty industry does" appears across the screen as the little girl and all her friends walk by. About 32 hours after it was first posted in the U.K., the video generated more than 100,000 views on YouTube, placing it among the top 16 overall for the day.

This video gave me goosebumps while I was watching it. It definitely speaks the truth about the unrealistic image women today must uphold. Beauty comes in all shapes and sizes and not only in a pant size of zero. This video also shows us that social media is stronger than ever in getting a brands message across while targeting a certain demographic.

Gen Y Gamers Beware!

2007-09-21T14:30:00.000-04:00

Attention Gen Yers: If you happen to be online searching for a job for when you get out of college, or writing an essay about this week's famous dead poet for your English class, don't get distracted and start IM-ing your B.F.F. or worse play online video games. But if you happen to get distracted, like we all do once in a while (I mean ALL the time), check out this cool game "Bloxorz", I promise you it will be worth you time!

The object of the game is to get the block to fall into the square hole at the end of each stage. But it doesn't stop there! First of all, there are 33 stages to complete so if you are one who likes to conquer the whole game, clear your schedule, you WILL be playing for hours! Secondly, you only have a small grid to maneuver the block around, so don't fall off the edge or the level will be restarted.

There are many more obstacles and tricks that you will encounter if you check out this game, but this is all I am going to reveal because I must get back to playing myself. By the way, I'm on Stage 28, which means it took me 3 hours to write this blog!

Mentos Intern - Gen Y UGC Campaign

2007-08-04T00:22:00.000-04:00

One of my fellow team members came across Trevor, the Mentos Intern site the other day and immediately almost the entire office was online.

This campaign is brilliant and is probably roping in record breaking engagement time, a marketers dream come true. You can schedule Trevor to do tasks for you in 15 min. intervals - everything ranging from singing a song to your boss, placing your lunch order, etc. Also watch Trevor work on your assignment in real time, check out previous videos, rate his work and send it along to a friend!

There's also a live chat going on constantly, which allows you to chat with other co-workers that are goofing off instead of doing 'real' work - total Gen Y magic.

Check out Trevor for Yourself

Gen Y Visits The Web For Fashion Info

2007-07-25T09:57:00.000-04:00

InternetRetailer writes about a survey by Yahoo claiming that to many Gen Yers, especially teens, online search is equivalent with magazines for learning about new trends in fashion. Although, most buy offline because they don’t yet own credit cards, around half of teenagers 15-19 years old who in the last three months shopped for clothes recall using search rather than TV ads and fashion websites to find what they want in accessories, clothing, jewelry and shoes.

Around 68% said they used the web to find information on upcoming fashion trends and learn about unfamiliar brands. 61% claimed using Yahoo search to find their online fashion info. Half reported they planned on using search the next time they sought information on clothes or accessories.

Gen Y Loves Brands

2007-07-16T13:12:00.000-04:00

Gen Yer’s have grown up in a world surrounded by brand names, so is it any wonder why they are so obsessed with choosing the right one for them? Although some say, brands “are created by marketers just to get more money,” according to a Teen + Brands study by Viacom’s The N channel, 46% remain loyal to the brands they are really fond of.

After testing 47 brands, the test discovered that Apple’s ipod is “absolutely essential to teens”. Other brands that teens seemed to identify to define themselves were American Eagle Outfitters, Axe, Baby Phat, Facebook, Google, Hollister Co., MTV, MySpace, Vans and YouTube. 29% reported that having the right brands make them feel cooler. Interestingly, 19% of self proclaimed brand loyalists say they would leave their favorite brand if something better came along. Another one in four claim they would abandon the brand if it became too popular. The study also found that brand names are most important in relation to computers (64%), shoes (56%), MP3 players (55%), cell phone service (54%) and clothes (53%).

Gen Y Becomes an M&M

2007-07-12T10:15:00.000-04:00

As we all know, Gen Yers have grown up in a world where anything and everything can be custom made to exactly the way they want. Whether it a brand new made to order computer, or a pair of Nike running shoes with their name stitched in them, Gen Y loves having their personality expressed. The Mars Company recognized this concept when they launched a new online promotion for M&Ms candy. The M&M website links to a site called, BecomeAnMM.com, prompting to visitors “There's an M&M in everyone. Create an Inner M character that looks just like you!” After entering the site the user can create any kind of M&M they want, making it look like themselves, or a friend, allowing them to customize the shape, color, facial expression and best yet, accessorize! After creating your M&M you can continue to make more, or take your creation into a photo shop to place it in funny photos, make a movie out of it and play games. The viral capabilities are endless because the site will allow you to create as many custom candies as you desire and give the user plenty of options to e-mail the creations to whomever they’d like. After the recipient receives the message they are invited to create their own, hopefully sending their M&M to more people with them doing the same and so on.

Below is a link to one of my creations and I invite you to become an M&M too.

http://www.becomeanmm.com/?studio/photo/show/cc86677d1a248d7a5f58fb87881fe6bace582ea6

Does Gen Y Love Love It?

2007-06-29T14:43:00.001-04:00

Recently, Cold Stone Creamery released a few commercials regarding people’s love for their custom ice cream. Bigfoot, an heiress, and a schoolboy are all put to the test as they gaze at their biggest fears sitting inside a Cold Stone store. The narrator asks if their fears will keep them from going inside to get their favorite flavor creation. The ad ends with out seeing if they go inside the store and the words, “do you love it, or do you love love it” flash across the screen. It then shows the Cold Stone logo and website.

After seeing the commercial multiple times I wondered if the reference to the website was for people to log on to see the ending of the commercial. When I went onto the site there was a link to watch the commercials, but they all ended the same, still leaving me hanging. Cold Stone could have taken this opportunity to produce really creative endings to the commercials, most likely showing the characters facing their fears and enjoying their ice cream. While the commercials are fun and entertaining enough they could have blown this out into a great campaign and possibly gone viral with it but by not offering anything in addition to the traditional counterpart and not elaborating on the mesasage at all, overall the campaign seems to have missed the mark.