2. Insight
Report.
Youth.
September 2012
As we jump into another Freshers' week we
thought it's only appropriate to tap into our
youthful side. We’ve been working with youth
brands for the past decade and it's always been
important to keep close to what makes this key
audience tick in a fast-paced world.
This report takes a look at how the connected
generation and youth audiences communicate
with brands on their own terms.
This youthful insight is bought to you by
Andy Vincent, Laura Newman-Cardwell and
Rebecca Johnson. LOL. OMG. Etc.
Insight Report.
Youth.
3. Taking community Conversation.
online. Involvement.
Online/offline.
Creating an offline experience online.
The experience of university starts from the
moment that acceptance letter is opened. With
the rise of social media, students are able to form
networks and begin conversations about their
upcoming experiences earlier than ever before.
Freshers' week is a time that creates some of
the most lasting memories of a student’s life.
To ensure they get a piece of this pie, the
deals website Student Beans has created an
online Freshers' Fayre, where students can get
information and deals in a similar way to the
traditional fayre held in the graduation hall.
Students face over-exposure to brands every
day – so they now need to go deeper, be smarter,
and integrate themselves into the student lifestyle.
In the US, brands such as RedBull and KFC are
taking the online experience back offline and
becoming a must-see around campus with
free promos and simple attention grabbing
tactics (logo on the bum, anyone?)
The offline goes online, and then back offline
to ultimately be talked about online again, and
brands need to keep up!
RedBull Doodle Art (New Zealand)
http://tinyurl.com/d95ztno
KFC Double Down
http://tinyurl.com/d9f2zma
Student Beans launches Freshers' Fields
http://www.studentbeans.com
http://www.freshersfields.com
Insight Report.
Youth.
4. Experience
& content.
Demonstrating lifestyle experiences
through content.
Youth brands often try to associate themselves
with a certain lifestyle or experience that
their audience are passionate about. From
dance music to sports, brands fight tooth
and nail to build these positive associations
and create a real point of difference. Inclusion.
Harnessing the marketing reach of Twitter, Jack
Wills have introduced ‘Seasonnaires’ who act Hub.
Lifestyle.
as brand ambassadors but more importantly as
friends of the audience. Tweets between them
roll over constantly, offering their young audience
the opportunity to be included, and crucially, be
like them – wear the clothes, attend the events
and meet other like-minded young people. Wills
have cleverly built a world around their brand
and enticed their audience in to being part of it.
Like Wills, Blackberry – in collaboration with
T4 – funded the production of ‘Summer Daze’, a
‘structured reality’ show following the lives of a
group of cool, young people as they attend and
work at various festivals. Blackberry delivered
multi-platform coverage of the show, and created
an online hub streaming exclusive content,
links to Twitter feeds and news updates.
Jack Wills Seasonnaires
http://www.jackwills.com/en-gb/seasonnaires/summer
Blackberry Summer Daze
http://uk.blackberry.com/campaign/summer-daze
Insight Report.
Youth.
5. Mobile sharing.
Always sharing.
Always moving.
Look at me.
How a generation of smart-phone users are
driving content views.
Mobile plays a huge role in the lives of young
people – calls, texts, BBM, social and photo-
networks, everything is aimed at sharing while
on the move. Many brands have begun to tap
into mobile-sharing amongst younger users,
harnessing their power to become walking,
tweeting, pinning brand ambassadors.
We were proud to work on Radio 1's hugely
successful Hackney Weekend, which featured
an up-weighted mobile campaign with a
huge stacked ‘Hackney Weekend’ sign at the
entrance to the event. All day enthusiastic
attendees were busy having their pictures
taken in front of it which subsequently
flooded social media sites. Brilliantly simple,
this led to Hackney Weekend globally
trending on Twitter for the entire weekend.
Studio Output work for Hackney Weekend
http://www.studio-output.com/hackney-2012-branding
BBC Radio 1 Hackney Weekend
http://www.bbc.co.uk/radio1/bigweekend
BBC Radio 1 and 1Xtra Academy
http://www.bbc.co.uk/programmes/b01d77xq/features/academy-home
Insight Report.
Youth.
6. Taking digital
to events.
Creating digitally-led experience in the real world.
The world of digital and experiential/events often don’t
cross paths with each other – something that we think
limits innovation in a field where collaboration can, for
most users, result in an incredibly rewarding experience.
Online shop Very.co.uk demonstrated how to do this
successfully V Festival this year with their festival
tent. The tent allowed customers to buy new clothes
at a virtual shop and have them delivered within
an hour to the site. Customers were encouraged
to visit the tent via Twitter to receive free gifts
and post about their purchases while blogs and
Facebook updates ran throughout the festival.
In a similar way to Radio 1 at Hackney Weekend,
Very.co.uk have put something physical in a place
where their audience are, presenting them with the
opportunity to engage and share, rather than just
assuming that because they do share content, they will.
Continuing to integrate the digital and real, but for a
younger audience, Disney turned the experience of a
Integration.
shopping trip in Times Square in to a magical moment.
The augmented reality billboard engaged passers
through interaction with their well-known characters,
actually going beyond their target demographic and
capturing the imagination of those young and old. Interaction.
Engaging.
Disney Augmented Reality billboard
http://www.youtube.com/watch?feature=player_embedded&v=DRRu5dKRfTU
Very at V
http://www.vfestival.com/v-info/sponsor/very.co.uk
Insight Report.
Youth.
7. Collaboration. Exclusive.
Connections.
Tech-savvy.
Gaining mainstream exposure
through clever collaborations.
PR exposure is vital for fledgling and
underground brands – smart relationships
can help to generate this.
In the US, adhesive bandage company Band-Aid
have sustained their popularity through their
well known cartoon and superhero-themed
plasters. Realising that even their younger
audiences are now ultra-tech-savvy and need
something more than just a jazzy pattern,
Band-Aid have bought these partnerships
in to the digital world and collaborated with
the Muppets to bring Magic Vision. Through
AR technology your Band-Aid bandage
becomes a stage to 'entertain away the hurt'.
In a different type of collaboration VO5 have
recently launched a series of adverts under the
campaign 'Express Yourself' which provides
hair styling demos/mini music videos and
asks the audience to upload their own videos
showcasing their singing and songwriting
talent. Teaming up with Shazam, viewers
are encouraged to 'Shazam' the advert to
release extra styling footage and more tips.
VO5 Express Yourself
http://www.facebook.com/VO5ExpressYourself
http://www.youtube.com/user/vo5expressyourself
Band-Aid Magic Vision
http://www.band-aid.com/magicvision
Insight Report.
Youth.
8. If you'd like to see more,
just get in touch…
Sam Allen
Head of Business Development
+
44 (0)20 7239 9283
sam.a@studio-output.com
Studio Output / London Studio Output / orth
N
Unit 4, The Piano Works 2 Broadway
117 Farringdon Road Lace Market
London EC1R 3BX Nottingham NG1 1PS
+
44 (0)20 7239 9270 +
44 (0)115 985 3444
london@studio-output.com north@studio-output.com
studio-output.com
