Posted in Youth Culture Research on January 13th, 2009
Filed Under: American Enterprise Institute, Barking Robot, CSPAN, Derek Baird, Generation Y, Mark Bauerlein, Milenials, Millenials Rising: The Next Great Generation, Neil Howe, The Dumbest Generation, youth, Youth Culture Research, Youth Marketing
Back in 1921, two gray-haired astronomers in bespoke suits argued over the shape of the universe in what became known as “The Great Debate.” Eighty seven years later, two (also gray-haired) thinkers are disagreeing with enough fervor to warrant the title again. The Greater Debate, as I’m calling it, centers around one question: what of these so-called Millenials? Are they the worldly, hyper-informed, socially-gifted leader of men that some claim? Or are they, as one professor puts it, “The Dumbest Generation,” sure to hasten the sinking of the US’s already water-filled ship?
If you have an hour and a half to spend on the topic (and who doesn’t?), I highly recommend watching the CSPAN-sponsored debate held at the American Enterprise Institute between Mark Bauerlein and Neil Howe. Mark Bauerlein, a somewhat Grinch-like character, is a 49-year old professor of English at Emory University. His polemically titled book, The Dumbest Generation, posits that social networking, constant connectivity and low ambition are threatening to ruin an entire generation. Neil Howe, a youth consultant and speaker, sees things a different way. His book, Millennials Rising: The Next Great Generation, suggests that most signs are pointing up. This generation is set to be one of the healthiest, wealthiest, least violent and best educated in human history.
The debate is a great one. It’s overflowing with demographic data and (sometimes spurious-sounding) factoids that make it an hour and a half well spent. Since there’s not much you actually need to see, I recommend putting the streaming video on in the background while reading emails. (See, you too can be like the always multi-tasking Millenials!) Of course, I’ve written many times — as recently as yesterday — about my steadfast faith in this rising generation. Years and years in the trenches, getting to know Gen-Y-ers on their turf, has left me eager to see what this able, creative generation brings to the table. With that said, it’s a topic I can’t hear enough about — even if I know I’m not necessarily going to agree with the conclusion.
So, click your way to the archived video at CSPAN, and take part in The Greater Debate, 2009-style! (Thanks also to Derek Baird at Barking Robot, a blog we all read regularly here, for alerting us to the debate.)
Merry Tuesday,
The YM Team
Posted in Campus Marketing (On & Off), Youth Culture Research on November 25th, 2008
Filed Under: Army, army strong, Experiential Marketing, mobile campaign, mobile marketing, tour, virtual experience, youth, youth culture, Youth Marketing
Wow. A trip to the mall will never be the same: the U.S. Army has moved in and set up a sleek retail outlet that makes their typical recruitment centers look like, well, Army recruitment centers. And that’s just one part of the Army’s latest attempts to woo young recruits. The Virtual Army Experience (VAE) is an integrated, experiential marketing campaign that seems to have turned what we all know about the Army recruitment process on its head. We at Youth Marketing Connection think this campaign is innovative enough to warrant a shout-out — particularly because the Army is yet another example of a brand that has figured out that experiential marketing is, dollar-for-dollar, the best way to reach today’s youth.
The program includes a 14,500 square foot retail outlet called the Army Experience Center in a Philadelphia mall that’s staffed by civilians and soldiers donning khakis and polo shirts. Talk about taking the intimidation factor down a notch or 10. Just by simply putting the soldiers in nicely pressed khakis, they are transformed from unapproachable warriors into clean-cut every-men. The civilian clothes also helps to suggest the professionalism of the Army, and the kind of future that might follow one’s service. It tells prospective soldiers that the Army is as much a career move as it is about fighting. While this might be less important to sixteen-year-old boys who are mostly interested in firing over-sized guns, this makes pitching wary parents easier. And with flat screen TVs, Xbox 360s and high-tech simulation equipment, the Army Experience increases the fun factor…while not-so-subtly suggesting that Army life is a lot like playing a video game, only more exciting! 
The mall outlet is only one small part of the VAE program. In fact, the biggest draw of the program is its elaborate mobile tour component. The VAE has visited states across the country with a 19,500 square foot space that includes life-sized vehicles, guns, dozens of computers and scores of flat screens. The use of endless banks of flatscreens here is important: it encourages visitors to associate the Army with high technology — which, in turn, implies safety and control. As part of the “virtual experience,” potential recruits can “test drive” the Army virtually using high-tech simulation equipment. Participants are briefed before they embark on their virtual journeys and at the end they are presented with their results. The mobile tour, which visits highly-trafficked events such as air shows and state fairs, attracts thousands of visitors at a time.
It remains to be seen how effective the VAE program will be, especially in the midst of an unpopular war. The struggling economy — which is surely changing post-high school plans for young men and women across the country — may also be a factor in enlistment rates. Regardless of the impetus, though, what is clear is that Gen Y-ers are showing up in droves to see this innovative campaign. And yet another reason why we are constantly pushing brands to embrace experiential marketing — especially when marketing budgets are looking a bit light.
Note: The Army has not disclosed the name of the agency or agencies involved in the creation and execution of this marketing program. Ignited from California handled design of the mall-based recruitment center, as well as development of the technology. US2, also of California, managed the expansion of the mall space. (Source: Army Deploys ‘Experience Center,’ Adweek, 8/29/08)
