Here on the blog, I often spend a lot of time discussing YMC’s use of digital tools for marketing brands to a Gen-Y crowd. Because I’m fascinated by emerging trends in interactive marketing, I’m always chiming in with my opinion about the success (and failure) of recent digital campaigns. Gen-Y lives and breathes digital, so I make it a point to be right there with them — even if that means tweeting like there’s no tomorrow. (As I’ve said a few thousand times now, if you’re one of the Tweeting Millions, you can connect with me there; I’m @paul_himmelfarb.)
But YMC’s first love is experiential marketing — physical, on-the-ground events that get students engaged with brands in an authentic way. We’ve just wrapped up the Spring Break season, and we’ve compiled a video that documents the work we’ve done with ROCKSTAR Energy Drink on the beaches and nightclubs of the world’s best spring break spots. This is our second year working with ROCKSTAR, and we saw some really great numbers this season: per-destination impressions increased by a pretty dramatic 312%. In total, ROCKSTAR generated an estimated 1.3 million impressions, and got about 60,000 cans-in-hands from the Spring Break portion of the annual program. This all was designed to run in tandem with the on-campus campaign that I mentioned in the post last week.
But the numbers alone don’t do justice to the campaign — this campaign was all about creating the ROCKSTAR atmosphere, about bringing the brand to life. And whether it was at the beach, a night club, a pool-side bar or a concert, we did just that. Check out the video below and see the campaign in all its energy-drink-fueled glory.
As I mentioned in Tuesday’s post, last week saw some of the best minds in youth marketing flock to San Francisco’s temperate confines for YPulse’s 2009 Youth Marketing MashUp. Our very own Carisa Natvig, youth marketer extraordinaire, was there and in fine form. As I shared in my post, she gave a excellent overview of YMC’s work for ROCKSTAR Energy Drinks on college campuses throughout the country.
The immortal and indispensable YPulse has recently added a post that links to the many, many blogs that covered the event. If you couldn’t make it out to San Fran, this is the next best thing.
This week, from June 1st to June 2nd, marketing luminaries from around the country flocked to San Francisco for YPulse’s Youth Marketing Mashup. The conference, which featured keynote talks from MTV Network’s Kate Connally, Disney Online’s Paul Yanover and the author Donna Fenn, covered every conceivable corner of the youth marketing world (as evidenced by the overflowing schedule). But if you were one of those who couldn’t make it out to the city on the bay, don’t dispair! YPulse’s conference also happens to be an exceedingly well-documented affair. Navigate your way to the conferences stand-alone site, and feast on the wealth of content — live blogs, transcripts and video streaming abound.
Not only was our very own Carisa Natvig there, but she spoke to the conference about the work YMC has done for ROCKSTAR Energy Drinks. Over the course of her talk, Carisa walked through the ways that YMC has used student reps to integrate ROCKSTAR into the day and life of college students nationwide. She reported a total of 13 million program impressions — which is definitely a number we’re proud of.
Because we love sharing, here’s a short slideshow we produced to help Carisa tell ROCKSTAR’s story. And believe it or not, all of the photos used were taken by our student reps, often with just their camera phones — it doesn’t get more authentic than that.
Across the last few years, more than a few social commentators have leveled some pretty heavy charges at Gen-Y: they’re entitled, pop-culture obsessed, and technology dependent. They fill school assignments with emoticons, they look to Wikipedia as the end-all authority, and worst of all, they’re lazy.
The charge of laziness is one that Carol Phillips of Millennial Marketing recently took up. Citing a fascinating panel that examined Gen-Y in the workplace from two very different perspectives, she demonstrates that what is viewed by an older generation as laziness is often just a different, less traditional set of priorities.
Carol quotes one panelist who says: “I spent years as an associate, I hit all my metrics- but I didn’t want to become partner. It’s no secret that focusing on making as much money as possible ruined many of these older partners’ personal lives.” said Anthony Zana, he is now Corporate Counsel for Intergraph Corporation — where he left behind the billable hour. “I’ve seen too many successful partners on their 3rd and 4th marriage — and I did not want that to be me.”
Gen-Y is upfront about its interest in balance. For many millennials, having grown up among the prosperity of the last twenty-five years, there is an intimate understanding of what wealth makes possible — and, more importantly, what it doesn’t. Money isn’t just an abstract thing to be strived after; it’s familiar, and thus for many, demystified. With almost half of millennials exposed to divorce, there is also a generation-wide recognition that relationships and marriages can’t be taken for granted; just like a job, they’re things that require time, effort and long hours. This all amounts to the fact that Gen-Y is more aware than any previous generation that financial and professional success comes with costs. And in many cases, based on the experiences of those they grew up watching, the costs don’t feel justified. With that in mind, it seems to me that many Gen-Y-ers are looking for a career that compliments and supports their life — not consumes it. They’re interested in material possessions and the typical markers of success, of course, but they’re simply more aware that success in one deparment (be it professional or financial) doesn’t equate to happiness. In that regard, I have a tremendous respect for the ambitious Gen-Y-ers who strive to be successful across all fronts.
Carol Phillips comes to some similar conclusions in her post here. I highly recommend giving it a glance — if only so that you know where your Gen-Y-er is coming from.
I’m going to be writing on other misunderstandings that surround Gen-Y from time to time, and I’d certainly be interested in hearing some of your thoughts on the subject.
Roughly a month ago, according to the fine folks at AdverBlog who keep track of these things, Comcast unleashed a veritable torrent of new advertising. The cross-platform campaign, which includes at least ten 30-second TV spots and a robust interactive website called “Comcast Town,” was dreamed up by San Francisco-based Goodby, Silverstein and Partners (who have previously produced media-worth-watching for HP, Doritos, and Denny’s). The commercials, which you’ve likely seen by now, combine live-action footage and progressive animation to create a surreal, transfixing effect. It’s like some kind of visual cotton candy — you’re not sure it’s good for you, but you can’t stopping watching (or giggling happily). (Click here to see all of the ads, which AdFreak has helpfully aggregated.)
The commercials have a decidedly Gen-Y tone — they’re filled with dead-pan irony, semi-absurd humor (like the guitar-playing squirrels) and music that sounds like a chord-for-chord knock off of the Juno theme. The tone of the advertising is also inherently Gen-Y — it’s optimistic and aspirational (they depict a better, brighter, cuter world) while being totally unsentimental. These commercials feel like the very best of the internet brought to life — they’re fast and colorful, densely layered and attractively weird.
“Comcast Town,” their recently launched interactive website, is a visual marvel as well. From the moment the page loads, you’re more or less overwhelmed with beautiful, seamless, Flash-based animations. Objects fly on and off screen, the illustrations are painstakingly hand-rendered, and color is everywhere. Comcast Town is designed to be like a very small SimCity or Second Life — the “point” is to “build” a virtual livingroom by selecting furniture and adornments from the “Company Store.” Once you’ve personalized your room with objects from the store — including HDTVs, minimalist couches, wallpaper, fish tanks, modern art sculptures, sports equipment, pets, gramophones, etc. — you’re invited to submit your creation. The winning submission will be given a real-life entertainment center worth an estimated $30,000 (according to the fine print).
Now, if Comcast had told me that they planned to create an interactive website that would allow you to fill a virtual livingroom with pixel-based furniture, and that they were expecting web surfers to participate in droves, without paying them, I wouldn’t have been optimistic about its success. But I have to take my hat off to the fine creatives at Goodby, Silverstein — the site is so smooth, and the visuals are so captivating, that it really works. The sound effects, the hand-drawn icons, the adorable graphics, all of it combine to make a site that you just want to click around on. This is a concept that lives or dies by the “cool factor” of the design — and it passes the test with flying colors.
Comcast Town also wisely employs Facebook Connect, which allows a first-time visitor to create a username and join “the town” with minimal hassle (though you are still forced to give your email address). Importantly, the use of Facebook Connect means that many users will end up advertising the fact that they signed up on their Facebook wall — thus, greatly growing the sites reach.
One frequently overlooked factor in creating an interactive campaign is the challenge of getting the word out. So, you’ve spent all this money on a fancy-looking site — but what’s your plan for actually driving traffic to the site? One approach that Comcast took was to sponsor BoingBoing, a very popular blog with the digital set, and to have BoingBoing serve as a judge for selecting the winning room design. (BoingBoing was also invited to create icons that you can use to personalize your virtual room; BoingBoing made a carnivorous plant, a steam-punk computer, and a Flying Spaghetti Monster statue, which should give you some sense of BoingBoing’s sensibilities). On the one hand, this is sound move: BoingBoing is the kind of blog that influences other influential blogs. What BoingBoing writes about is essentially guaranteed to spark conversation and a few zillion links. But there’s an element of risk here: BoingBoing’s readership is unabashedly pro net-neutrality, and virulently anti-Comcast. And BoingBoing’s relationship with Comcast has caused a pretty fierce debate among its regular readers. It will be interesting to see how this develops across the next few weeks.
Overall, I would say that this whole campaign has been money well spent for Comcast. Comcast has had its PR problems in the past, but I think this campaign takes important strides towards softening the perception of Comcast in the eyes of the public. This is a fresher, brighter and cooler Comcast than we’ve seen before — I, for one, am impressed.
What do you all think?
Merry Thursday,
Paul
P.S.: I’ve been adding a post-script to my last few posts about my recent arrival on Twitter. If you’re one of the Twittering Millions, check me out at www.twitter.com/paul_himmelfarb.
