Gen Z? iGeneration? The Homeland Generation? There’s much debate about what the next generation should be called

- It’s no secret that Millennials rely on their parents for financial support (with nearly a quarter saying their parents pay for their cell phone, and 20% say their parents pay for food, Internet, and insurance. Yet this is putting a strain on Boomers, many of whom are supporting their parents as well. In fact, 71% of boomers said they helped pay for their children’s college tuition or loans, 55% let them live at home rent-free, and 53% helped their children buy a car, which has slowed down many of their retirement savings) (Business Insider) (MSNBC)

- In Pepsi’s latest foray into entertainment (the brand has partnered with Michael Jackson’s estate to feature MJ in its ads, place his picture on cans, and offer remixes of his songs, which Pepsi drinkers can access by scanning codes on the cans. Between the pop culture connection and obvious nostalgia, they hope to bring Pepsi to the top of consumers’ minds, particularly Millennials) (Huff Po) (USA Today)

- Reverse psychology may be the solution to discourage Millennials from texting and driving (as this Belgian advocacy group discovered. They challenged young potential drivers to text while driving through a training course. The drivers quickly realized how difficult and dangerous it is, which will hopefully prevent them from trying it when they’re on the road for real. We’re glad that so many companies are helping to prevent this problem, considering that 67% of Millennials admit to having sent texts while driving, according to Ypulse research) (Mashable)

- Unfortunately less than half of Millennials feel informed about skin cancer (and 1 in 5 women aged 18-24 do not apply sunscreen. We were saddened to hear these stats from Total Beauty Media Group and hope that as summer approaches, Gen Yers are more careful and take preventative measures to be safe in the sun) (PR Web)

- Superhero movies are taking over the screens this summer (including cellphones! We’re talking about Sony’s Amazing Spider-Man augmented reality app which lets fans interact with the hero online and in the real world by scanning features on social channels — including the movie’s website, retail locations, and online platforms like Entertainment Weekly and Activision — to unlock 3D animations. And as we mentioned earlier, Walmart is also offering superhero AR apps that make the characters come to life in stores. Speaking of major super heroes, Ryan Gosling — who has saved a women’s life and broken up fights — is now getting his own comic book. Kapow!) (Kidscreen) (Refinery29)

- And finally for a little Friday fun… (Here’s a look at the new product Instagram is rumored to be rolling out after receiving a $1 billion payout from Facebook. Funny, we think we had one of these years ago…) (The Verge)

Category: Sports Marketing
Alloy Media + Marketing and Puma

The ‘My Day, My Life: Women’s Soccer’ campaign, sponsored by Puma, is a digital campaign telling the story of four international professional soccer athletes and their compelling journeys to the World Cup in Germany. Leveraging Alloy’s expertise in creating video content that young girls love and Puma’s reputation as a cool pop culture and lifestyle brand, the campaign motivated, inspired, and encouraged young women through stories of star female athletes. Along with videos, girls could also explore player bios from the Women’s World Cup team, see behind-the-scenes photos, and check out their favorite Puma gear.

Ypulse: Millennials expect an all-access pass to celebrities. How did this campaign leverage that interest, while simultaneously showing that athletes are like them, ordinary people?

Alloy: The ‘My Day, My Life’ campaign offered an exclusive, behind-the-scenes look into the daily lives of pro-athletes — from sunrise to sunset. From morning routines to team practice and hanging out with friends, this series gave a unique, first-person view into the lives of these celeb athletes. Millennials experienced every unscripted moment within the 24 hour time period, allowing for a personal and engaging experience

By showcasing four female athletes, each from a different culture and background, viewers had the chance to see how they interact in daily life with peers, their sport, and get a true insight into each of their personalities while leading up to their end goal of the World Cup game — creating an influential and memorable experience.

YP: Why did you choose athletes from four different countries?

Alloy: Four athletes from different countries were chosen for this series to showcase a variety of culture and background, adding to the relatability and bonding factors of the series. Each of the athletes provided their own insight and point of views, keeping the series exciting and engaging. The series showcased the unique insight and individuality each of these women possessed, all while working toward one end goal — The World Cup game.

YP: The athletes themselves took this campaign to the next level by blogging and tweeting about their involvement; how important was that to the success of the campaign?

Alloy: The social aspect of the ‘My Day, My Life’ campaign gave even more insight into these women’s lives and portrayed them as real-life, hard-working women both on and off the field. Millennials were able to follow each of the athletes and be involved in each of their journeys to the World Cup game.

YP: How did this campaign differ from other Alloy-based web series?

Alloy: The ‘My Day, My Life’ campaign was a unique, unscripted, documentary series that focused on goal-achievement, individuality, and determination. This reality series differed from other Alloy series by giving an up-front and personal view to professional celebrity athletes with an all-access pass to their lives. It’s not often that viewers get the opportunity to be up close and personal with celebrities, and Alloy provided this opportunity through this series.

YP: Can you tell us about the decision to incorporate style guides?

Alloy: Style Guides, portrayed on the ‘My Day, My Life’ web hub on Teen.com, were created to showcase specific Puma sportswear items featured in the series. As Puma is a sports-lifestyle brand, the style guides offered items that would appeal to the aspirational and motivated young consumer.

YP: Finally, we like to end each interview with the same question: What is an important thing for the world to understand about Millennials?

Alloy: Millennials are constantly evolving, growing, and searching for new and exciting causes, technology, and opportunities. They want to be understood and treated as individuals in society. This generation has so much to offer and are a huge contribution to the world — in particular, the digital world.

YP: Stay tuned for more on the GennY Award finalists and winner; and check out our Meet the GennY 2012 Finalists: Part 1 and Part 2.

Director, Program Research at MTV
Industry: Television, Research
Location: New York, NY
Description: The Director of Programming Research works closely with the Vice President and a team responsible for the measurement of programming content across multiple platforms. The programming research team is the go-to source for metrics-based insights that help inform MTVs strategic programming initiatives. Combining his/her analytics experience and passion for TV programming and pop culture, the Director of Programming Research is the MTV expert on Millennial viewing trends in the evolving media landscape. (Via Mashable)

Assistant Manager, Integrated Marketing at HarperCollins Children’s Books
Industry: Publishing, Marketing
Location: New York, NY
Description: HarperCollins Children’s Books seeks an Assistant Integrated Marketing Manager to work under the supervision of an Integrated Marketing Director on a range of picture book, middle grade, and teen titles. Responsibilities include: collaborating with marketing team to brainstorm, develop, and execute trade and consumer marketing plans; acting as project manager for marketing campaigns and title-specific plans while meeting deadlines, demonstrating creativity, solving problems as they arise, operating on budget, and acquiring approvals; implementing seasonal promotional efforts by writing marketing and advertising copy, developing content and messaging, and providing design direction for print and online marketing materials, web/mobile sites and assets, apps, advertising campaigns, sales materials, mailings, and social media campaigns; taking a lead role in strategizing and executing title-specific and overall category digital opportunities and social media initiatives, including maintaining Facebook fan pages, planning community building and fan ambassador Facebook and Twitter campaigns, and devising other social media efforts across platforms; and more. (Via Bookjobs)

Social Media Editor at Cambio
Industry: Online
Location: Los Angeles, CA
Description: Cambio engages teens and young adults with celebrity news and video entertainment. The Social Media Editor’s responsibilities include: engaging and growing Cambio’s social media fan base, particularly on Facebook and Twitter, but also on emerging platforms; effectively driving traffic back to Cambio from social media outlets; driving awareness of Cambio in the celebrity and entertainment communities thru social media; creating new ways of conversing with Cambio’s users (contests, tournaments, you-name-it) in the social sphere; developing Cambio’s social strategy and being its biggest advocate in the social world; creating topical photo galleries on Cambio.com and all of its social platforms; delivering live coverage of red carpets and Hollywood events on Cambio’s social platforms. (Via SocialTimes)

Director, Property Planning & Marketing at Nickelodeon
Industry: Marketing, Television
Location: New York, NY
Description: Work with the Vice President on the creation and development of strategic marketing plans for the SpongBob SquarePants property. The Director is responsible for the development and execution of cross-business marketing programs to support key initiatives, including consumer products. The Director will interface with all external and internal resources, ensuring strategic and creative consistency across all departments and lines of business. He or she will provide comprehensive evaluations and recommendations for future property development. (Via MTV Careers)

- Teen and tween girls around the world will be tuning in to MTV tonight at 7:50 (to catch the world premiere of Justin Bieber’s new video for “Boyfriend,” which looks like quite the hip block party from this sneak peek. Considering the prominent role cool cars play in that video, we have to question the idea that Millennials think owning a car is “stupid.” It’s true that cars have become commoditized, but several automakers are hoping to change that as they listen to what Millennials want from their vehicles. What’s more, our own research shows that driving is still seen as a rite of passage and a source of freedom) (MTV) (Time)

- Draw Something is opening the doors for marketers to insert words (into the game’s lexicon. The NHL was among the first on board, adding terms like goalie and Zamboni, but brands can take it farther getting them to sketch cans of Coca-Cola or a bag of Doritos) (Ad Age, reg required)

- For cash-strapped Millennials, swapping is as good as shopping (to get a closet full of new clothes without having to shell out major cash. Websites are popping up to connect people who want to swap stuff and help people organize swap parties, bringing a social element to the process) (BusinessWeek)

- Following up her petition to Seventeen magazine to include un-airbrushed fashion spreads, Julia Bluhm (and a group of teen girls demonstrated outside the magazines offices. They even staged their own version of a fashion shoot with girls from the crowd) (NYDailyNews)

- Nickelodeon is suffering from a ratings slump, and ‘SpongeBob SquarePants’ (might be the root of the problem. The now 13-year old program has been losing viewers. Kids tune into channels for their favorite shows and stick on the channel, and with ‘SpongeBob’ accounting for a substantial amount of Nick’s airtime, that means fewer viewers for shows across the board) (WSJ)

- Young voters are poised to have a significant impact on the 2012 election (partly because of their makeup, being the most multicultural group in history. Young voters are also making waves in international elections, pushing politicians in Mexico to turn to Twitter and other social media to reach their constituents) (Electionate) (The Atlantic, thanks to Derek Baird for the tip)

- We had to laugh as we looked over these 11 hipster trends (that are all over Instagram, which is a hipster-favorite app. From skulls to thigh high socks to studded denim, we’re ready to see these clichéd style trends take a break) (BuzzFeed)

Category: Social Media
Wattpad/Sony Music Group

Wattpad and Sony Music Group partnered for a “transmedia experiment” in fan fiction focused on the rising Brit boy band One Direction. One of Wattpad’s star writers created a story about each of the five band members designed to coordinate with the video for the band’s single, “What Makes You Beautiful.” Launching on Valentine’s Day, the five-chapter eBook leveraged the band’s international fans on Wattpad to spread the word to new American fans by sharing the story and video. The campaign hit a fever pitch when the band members themselves posted a note on the group’s Facebook page thanking their new Wattpad fans.

Ypulse: How did you select the author for the campaign telling One Direction’s backstory? When turning over a brand to an outside writer, it can make the company nervous…

Wattpad: Sony approached us about the project after noticing that fan fiction was becoming an organic trend among One Direction fans in the UK and Europe. They wanted to test the waters with an officially sanctioned story to see what kind of reaction, awareness, and affinity it could drive. They were also excited to use a writer from within the Wattpad community, someone who knew the Wattpad landscape and the ins and outs of our community, but of course it was really important to find someone they could trust with their brand.

We recommended LD Crichton because she was an established romance writer and we felt that she’d be a good fit for the project. We knew her history and that she would approach it from a really professional perspective in terms of collaborating with the Sony execs to capture the band members’ personas correctly, confidentiality issues, meeting all the deadlines, etc.

It turned out really, really well and we are glad to be able to offer opportunities like this to the writers within our community. It sparked many ideas about possibilities for future adventures in collaborative storytelling.

YP:  How important was it to leverage existing UK fans of the band on the site to give the fan fiction story maximum exposure? Would branded fiction work as well without an established fan base?

WP: In general, we are seeing really strong growth in the fan fiction genre on Wattpad. The category is up 140% since the beginning of the year and it’s growing faster than anything else. Historically, fan fiction trends have always mirrored what’s hot on the pop culture landscape. So, over the last couple of years on Wattpad it’s been Harry Potter, Twilight, Justin Bieber, and currently we have the Hunger Games and One Direction spiking.

We think fan fiction is such an interesting space because it captures everything that’s awesome about the Internet. Internet culture is all about mashups, remixes, collaboration, sharing links, etc. The demographics of Wattpad users align perfectly with this “spirit.”

Fans are excited about the characters and celebrities they love, and they want to interact, share, and create. Essentially that’s the zeitgeist of the digital native generation. In the case of the “What Makes You Beautiful” fan fic, the UK fans helped seed the story and the global nature of our community came together to create a perfect storm in terms of demographics, social media, and great shareable content (cute boys!).

Maybe it would have taken a little longer had it not been for the existing fans, but as 1D has become a global pop culture and social media phenomenon, we think it would have been successful either way because it fit so well in our community.

YP: This is subtle marketing that may not even seem like advertising to the reader. How do you firmly connect the entertainment aspect with the brand to drive deeper interest?

WP: Given the realities of today’s entertainment landscape i.e.: people’s consumption habits and attention spans in the digital and mobile universe, the onus is on brands to come up with creative content that resonates. No one has really cracked the nut on mobile advertising yet which is why the One Direction fan fiction project was so interesting as a completely new model.

We had people seeking it out, sharing it, and talking about it because it was really solid content that fit great within Wattpad. Most importantly many of these people were reading the story on their cell phones.

The One Direction fan fic spoke to a very specific audience on their own terms and in their language. Young girls love the One Direction guys, they seem to be looking for ways to feel closer to the band through social media, and on Wattpad they were able to do this in a truly entertaining way. The brand messaging that Sony was trying to communicate definitely struck a cord in an authentic and engaging way that was win-win for everyone. It wasn’t an overt, in-your-face thing, but it was effective and spread well beyond Wattpad.

Do a search on Twitter for “One Direction and Wattpad” and you’ll see what I mean!

YP: This campaign takes advantage of transmedia strategy — video, written word, dedications, and social components — can you tell us more about how they complimented each other?

WP: The 5-chapter story developed for Wattpad told the backstory to One Direction’s hit video “What Makes You Beautiful.” The video takes place on a beach at night: the guys and their girlfriends are sitting around a campfire having a fun time. So the Wattpad story explains what happened earlier that day, how all the guys ended up there, how each of their days played out and how they found their dates.

It worked well because the entire overarching storyline was coherent and consistent for the fans across the different mediums. It added extra insight and was an additional way to connect. This narrative made sense to the fans. Again, it made them feel like they were getting a special sneak peek behind the scenes.

Also for Sony, since each chapter focused on a specific member of the band they could build up and create personas for the individual guys that were “on message” with their branding objectives.

We launched this campaign on Valentine’s Day. So the story was positioned as a “Valentine’s Day gift” to One Direction’s Wattpad fans. This made the whole thing feel even more special and added a real world dimension to it. For example, 1D posted on the Wattpad Facebook wall encouraging fans to check out the story.

For Sony, cross pollinating things on Wattpad, YouTube, and Facebook ensured that the entire effort was living and breathing where these users normally hang out. Wattpadders told their friends about the story on Twitter and in many cases were inspired to write and share their own 1D fan fics.

YP: What other possibilities do you see for branded fiction? How can non-celebrity brands (like Coke or Apple) leverage branded fiction without having a natural character/personality to tie a story to?

WP: This project with Sony was definitely an experiment on our end, and on theirs. All of this stuff is new, so we think it will be really fun to try and extend this across other brands and to generally make people happy by giving them new, exclusive content and touchpoints to connect with their favorite characters and storylines. There are so many possibilities for storytelling and collaboration on Wattpad.

I’m not totally sure how this can work for non-celebrity or non-entertainment properties, but I think being authentic and being entertaining are important criteria. We’re up for trying anything as long as it fits within the norms of our community which is all about sharing great stories.

YP: Finally, we like to end each interview with the same question: What is an important thing for the world to understand about Millennials?

WP: These guys are creating the future; there’s no point to fight against it. We think it’s super fun. Again, embrace the fact that “Internet culture” — remixing and mashups and social collaboration — is now mainstream culture, and it’s going in a million different directions…

People say that Facebook, Twitter, and texting are killing reading and writing. But that isn’t true. Millennials are reading long-form content on their cellphones! It’s just taking new forms and we have the stats to prove it.

Maybe to older generations, people with an affinity for printed books, that idea makes absolutely no sense, but we’re looking at ways to bring creative writing and reading habits into the future in bite-sized mobile chunks (think chapter-by-chapter uploads).

So, cool new creative ways of thinking about advertising can succeed, if you really understand the attention span and mobile habits of Millennials and look for interesting opportunities on niche social networks where users are actually extra engaged.

YP: Stay tuned for more Millennial marketing Q&As with other GennY Award finalists this week, and check out our Meet the GennY 2012 Finalists: Part 1!

- A clever, skeptical intern in NPR’s research department wondered if 22% of 18-24 year olds are really reading newspapers (as Pew’s State of the News Media report suggests. Digging deeper she found they really are. Our take? There are some business students who read papers frequently, but the others are most likely picking up their school newspaper or the free weeklies distributed around campus) (Poynter)

- Amazon’s line of Kindles have sold well at Target, but the retailer is going to stop carrying them (due to a mysterious “conflict of interest,” which may have something to do with the deal Apple struck to incorporate mini Apple stores within the Target stores. Speaking of Amazon, it’s developing its first original kids’ series. The digital giant is accepting proposals for series that could potentially be distributed through its Amazon Instant Video platform) (TheVerge) (Kidscreen)

- Walmart has partnered with Marvel to create an AR Avengers app (that allows shoppers to assemble the team of superheroes as they stroll the aisles of the store, unlocking superpowers to ultimately save the world. Along with the game, the app also allows shoppers to interact with store signage and displays to take their picture with their favorite member of the Avengers)

- This year’s Doodle 4 Google contest has kids imagining where, er, when they’d go (if they could travel in time. You can vote for your favorite here, and also check out the themes that captured kids’ imaginations, like space colonies, prehistoric times, and the evolution of media) (LA Times)

- Pandora’s success in drawing a large audience of listeners (has other Internet music services clamoring to copy its model, but the original is running into some issues — like the fact that its never managed to turn a profit) (NY Times, reg required)

- In international youth news, young people in Arab countries are more interested in fair wages and affordable homes (than living in a democracy, according to a recent survey following the Arab Spring uprisings. We find the study fascinating, including Arab youth’s growing interest in news coverage, their optimism for the future, and the countries that they look to as model nations — UAE and France) (Khaleej Times)

- MTV Tr3s’s new blog, Insight Tr3s, is a great place to learn about young Hispanics (and the influence they’re having on Millennial culture. Speaking of which, you can hear from MTV Tr3s and other experts on how they’re reaching this key audience during the Hispanic One Day Intensive next week at the Millennial Mega Mashup)

May

Digital Hollywood
Date: May 2-5
Location: Marina del Rey, CA
Cost: $735
Description: Digital Hollywood debuted in 1990 and has from its start been among the leading trade conferences in its field with over 15,000 top executives in the film, television, music, home video, cable, telecommunications and computer industries attending the various events each year. More

Mashable Connect
Date: May 3-5
Location: Orlando, FL
Cost: $2,699 – $3,499 (plus fees)
Description: Mashable’s largest conference, Mashable Connect, brings together the brightest minds to discuss key trends on the horizon and what digital professionals are thinking for the future. This year’s lineup of content covers a wide range of topics that you need to know now and for the future. These speakers will both educate and inspire. They bring a diverse mix of experience, insight, and case studies. Breakout sessions dive deeper into some of the topics most impacting your businesses and professions. You’ll also walk away with practical digital solutions to your business challenges. But Mashable Connect is more than just a conference. It is an opportunity for Mashable’s community to come together offline in a unique setting — to go beyond traditional networking. More

Millennial Mega Mashup
Date: May 7-9
Location: Miami, FL
Cost: $2,595 – $3,595
Description: Join IIRUSA and Ypulse for the sixth annual Millennial Mega Mashup! It’s the only event that explores Millennial culture, how youth habits and attitudes are evolving, and what this means for your brand and business. Millennials are the largest American generation ever, wielding enormous spending power, and they’re still figuring our their brand preferences and opinions. Unlike their predecessors, this group entered the world as tech smart, media-savvy kids, and they’ve grown up expecting more from the companies and brands vying for their attention. An All-Star team of speakers from the biggest names in youth culture will fill you in on what matters most to Millennials. More

Trend School LA
Date: May 10
Location: Los Angeles, CA
Cost: $2,500
Description: Part strategic retreat, part graduate seminar, The Intelligence Group’s Trend School curriculum utilizes consumer research from the Cassandra Report to immerse participants in the social, technological, and cultural lives of Gen Y. The materials are delivered by a team of executives through presentations, detailed examples, and “hands on” interactive opportunities, all designed to explore the important trends shaping the lives of young consumers. In addition to discussing emerging macro trends from the recently released Cassandra Report, key trends will be presented in web, tech, new media, entertainment, fashion, retail, food and beauty. More

Streaming Media East
Date: May 15-16
Location: New York, NY
Cost: $495 – $1,295
Description: Streaming Media East is the one online video show that is solely focused on giving you real information you can apply immediately in your business. While it’s great to talk about a lot of streaming media topics like encoding, video players, webcasting production, etc., attendees want to do more than discuss these topics, they want to see them in action. At the 2012 Streaming Media East show, we’re going to have more hands-on sessions than ever before. Each of our 18 “how-to” sessions are taught by some of the industry’s leading instructors giving you step by step instructions on various technical aspects of the industry. Don’t just hear about these technologies — come see them in action! More

INplay
Date: May 15-16
Location: Toronto, ON, Canada
Cost: $399 – $900 (early bird discounts available)
Description: INplay is Canada’s premiere kids content conference that focuses squarely on interactive media that is created for kids from preschool through to tween. It is partly an examination of the marketplace, with a lot of time dedicated to innovation, education, and public service. More

PlayCon
Date: May 16-18
Location: National Harbor, MD
Cost: $895 – $1,395
Description: PlayCon, TIA’s International Conference of Play Professionals, is the toy industry’s premier annual gathering for play professionals who are looking to network with peers and industry icons and receive cutting edge research, ideas and inspiration. For the first time, PlayCon 2012 will be held in conjunction with TIA’s Annual Washington, DC Fly-In in the nation’s Capitol. More

June

Book Expo America
Date: June 5-7
Location: New York, NY
Cost: See site for details
Description: BEA is the leading event in North American publishing, and it returns in 2012 with even more new and exciting features to keep pace with the industry, including a totally revamped and expanded IDPF Digital Zone, live streaming of favorite BEA events, totally refreshed BEA Education Program, and favorite and up-and-coming authors. More

E3
Date: June 5-7
Location: Los Angeles, CA
Cost: Free for industry representatives, $995 for others (early bird discount available)
Description: E3 is the world’s premier trade show for computer and video games and related products. The show is owned by the Entertainment Software Association (ESA), the U.S. association dedicated to serving the business and public affairs needs of the companies, publishing interactive games for video game consoles, handheld devices, personal computers, and the Internet. More

Licensing International Expo
Date: June 12-14
Location: Las Vegas, NV
Cost: Free
Description: Licensing International Expo brings retailers, manufacturers, brand owners, and marketers looking to find new properties and brands, see the latest trends in the industry, and to initiate licensing deals. Hosting attendees from over 90 countries, Licensing International Expo 2012 promises to be the largest gathering of licensing professionals anywhere, at any time. Whether you are looking to spot trends, build strategic partnerships, secure promotional tie-ins or take your property worldwide — this is where it all happens! More

Social Media Conference
Date: June 21-22
Location: Beverly Hills, CA
Cost: $775 – $1,250
Description: The goal of the conference is to improve effectiveness in building and maintaining communities. Experts cover various social media strategies that have been proven. The convention discusses matters important for operating any form of enterprise social network. This includes: back-end software, mobile, and other new technologies, government and corporate social media methods. The convention also covers various methods on a worldwide scope. This is a fast-paced convention on cutting edge techniques specifically designed for the social networking and social media industry. Having a “take the ball and run with it” approach, little to no time will be spent on introductions, summaries and overviews. More

American Library Association Annual Conference
Date: June 21-26
Location: Anaheim, CA
Cost: Price varies based on membership status
Description: The ALA Annual Conference is the world’s largest event for the library community. Bringing together more than 25,000 librarians, educators, authors, publishers, literacy experts, illustrators and the leading suppliers to the market, the Annual Conference gives you a once-a-year opportunity to advance your career and improve your library. More

Trend School Chicago
Date: June 26
Location: Chicago, IL
Cost: $2,500
Description: Part strategic retreat, part graduate seminar, The Intelligence Group’s Trend School curriculum utilizes consumer research from the Cassandra Report to immerse participants in the social, technological, and cultural lives of Gen Y. The materials are delivered by a team of executives through presentations, detailed examples, and “hands on” interactive opportunities, all designed to explore the important trends shaping the lives of young consumers. In addition to discussing emerging macro trends from the recently released Cassandra Report, key trends will be presented in web, tech, new media, entertainment, fashion, retail, food and beauty. More

July

Children’s Media Conference
Date: July 4-6
Location: Sheffield, England UK
Cost: £210 (early bird rate)
Description: The Children’s Media Conference is the only gathering in the UK for everyone involved in developing, producing and distributing content to kids – on all platforms. The event welcomes delegates from TV, interactive media, games, licensing, toys, radio, book and magazine publishing, and the arts and culture sector – with speakers from all those areas and beyond. It’s the only time when delegates from across the whole industry get together and, in the UK, it’s the best and most cost-effective way of meeting people relevant to your business. More

Comic-Con
Date: July 12-15
Location: San Diego, CA
Cost: $23 – $175
Description: With an Exhibit Hall that spans over 460,000 square feet, Comic-Con has become the one show to attend. Add the major media attention the show receives and the largest number of attendees of any convention in the country, and you have a major opportunity to reach the biggest possible audience for your product or art. More

ANA Digital & Social Media Conference
Date: July 15-17
Location: Dana Point, CA
Cost: $995 – $1,195
Description: The ANA Digital & Social Media Conference will be a must-attend event for anyone who is trying to navigate their brands through this ever-changing media landscape. Digital media has become a part of consumer’s daily lives and they have become accustomed to viewing content and connecting with people wherever and whenever they want. Social media and viral videos have especially exploded in the last few years. Despite this rapid growth, clients have many questions and their issues include measurement, agency selection, internal org structure, and relinquishing control to the consumer while trying to influence the dialogue. More

BlogWell Chicago
Date: July 18
Location: Chicago, IL
Cost: $250
Description: BlogWell features eight great case studies on the best social media programs at large corporations. You’ll learn how to get started, get past roadblocks, and make your social media program phenomenal. This event is all about how big brands use social media. No agencies, no startups — just big companies sharing what they’ve learned. You’ll get practical, how-to advice on creating great content, getting management buy-in, educating employees, keeping lawyers and regulators happy, simple and ethical disclosure, and engaging fans. More

MIPCOM Junior
Date: October 6-7
Location: Cannes, France
Cost: n/a
Description: The world’s largest international digital library of children and youth programmes is at MIPJunior. Buyers, sellers, and content commissioners gather for two days prior to MIPCOM to learn, network, share insights, discuss trends, and uncover new production and co-production opportunities. More

New York Comic-Con
Date: October 11-14
Location: New York, NY
Cost: $35 – $100, early bird discounts available
Description: New York Comic Con is the East Coast’s biggest and most exciting popular culture convention. The show floor plays host to the latest and greatest in comics, graphic novels, anime, manga, video games, toys, movies, and television. Panels and autograph sessions give fans a chance to interact with their favorite creators. Screening rooms feature sneak peeks at films and television shows months before they hit either big or small screens. And with dedicated professional hours, New York Comic Con is a market place, bringing together the major players in the entertainment industry. New York Comic Con is the second largest pop culture convention in America and the only one that takes place in the comic book, publishing, media, and licensing capital of the world — Gotham City. More

YALSA Young Adult Literature Symposium
Date: November 2-4
Location: Los Angeles, CA
Cost: $50 – $375, early bird discounts available
Description: YALSA’s 2012 Young Adult Literature Symposium will gather together librarians, educators, authors and publishers to explore what lies ahead for young adult literature, including trends in content, format and interaction. In an era where trends can rise and fall in the blink of an eye, how do we find the next Big Thing? How will the changing face of today’s teen drive changes in content? What, besides words, will be in the digital future of young adult literature? Can looking into the past of the genre help us determine where we might be headed in the years to come? What factors play a role in determining what will become the Next Big Thing? Join YALSA as we explore what the future has in store for young adult literature and what or who may transform it. More

Social Gaming Summit
Date: December 13-14
Location: Los Angeles, CA
Cost: n/a
Description: Social Gaming Summit unites established industry leaders along with emerging start-ups in free-to-play games, social networking, virtual goods and payments infrastructure for two full days of illuminating keynotes, lively panels and engaging discussion on the convergence of gaming and the social web. More

For more coverage of youth marketing, go to the Ypulse Youth Marketing Channel.

- The MTV Movie Award nominees list is out (and looking at it you might think only three films were made in the past year. “Hunger Games,” “Bridesmaids,” and “Harry Potter & The Deathly Hallows: Part Two” are nominated in nearly every category. Speaking of movies, the young sci-fi fans in our office can’t stop talking about the trailer for “Prometheus,” which some critics are already suggesting may be the best of director Ridley Scott’s career) (MTV) (Hypebeast)

- We have to admit the concept of “hipster racism” (made us think, even if it sounds a bit ridiculous. The idea refers to hipsters adopting and adapting other cultures — think Navajo prints and trucker hats — and reminded us that Millennials are the most multicultural generation in history. They don’t feel the need to categorize everything like older generations. They just know what they like when they see it) (Chicago Tribune) (MTV via @MTVInsights)

- We’re super impressed with 14 year old Julia Bluhm, who is tired of seeing airbrushed teen magazines (so she’s started an online petition to get Seventeen magazine to publish at least one fashion spread a month with no airbrushing. There’s no question that the impossible standard of beauty will have an effect on girls, particularly when they face it from a very young age. Here’s a direct link to the petition if you want to add your John Hancock to the nearly 20,000 who’ve already signed it) (IHeartDaily) (Change.org)

- Pepsi’s Twitter followers are about to get a pleasant addition to the tweets the soda company sends out… (It’s partnering with Twitter to stream live concerts to its fans on the site. Pepsi is focusing on music in its new campaign, which will feature Nicki Minaj) (Yahoo!)

- JCPenney is making a significant effort to shake its dowdy image and up its cool factor (most recently announcing a partnership with Cosmopolitan. The magazine’s editors are designing pieces including jewelry, bags, lingerie, and other accessories for a line that will launch this fall. The retailer’s top-to-bottom makeover — from personnel to advertising to product lines — might just be enough to entice Millennials back into stores) (WWD, reg required)

- Gen Y is having an effect on businesses big and small (and each new project is a learning experience, as this developer found when creating new communities for young people in Atlanta. Here’s what it learned about what Millennials want from their living spaces) (Biz Journals)

CATEGORY: Grassroots
Campus Solutions/Summer’s Eve

The Summer’s Eve “ID The V” campaign focused on large universities and sororities in the Southwest. The program was designed to educate young women about their own bodies and personal care by providing them with a quiz called “ID The V” and distributing samples of Summer’s Eve wipes. Brand ambassadors challenged girls on campus to take the quiz presented on Blackberry Tablets.

Ypulse: This campaign hits on a personal topic and can be embarrassing to talk about – how did you prepare brand ambassadors and design their script to cover this topic?

Campus Solutions: We addressed the topic of female human anatomy from an educational and professional standpoint. The artwork design for the quiz looked like something out of a textbook. We realized young women on today’s college campuses are more liberal than ever before. Our brand ambassadors were trained to engage students by being direct and using “textbook terms” to describe the female anatomy while keeping in mind the quiz was to be enlightening and fun.

YP: Using tablet technology provided real-time answers to the ID the V quiz, but did they also lend an air of cool to your campaign and help drive interaction?

CS: Yes! The quiz was specifically designed to be open and honest, not condescending or trivial. Just straight forward. We believe this lead more young women to be open to taking the quiz.  Being straight forward upped the cool factor.

YP: Do you plan to expand to more schools? If so, would you change the campaign in any way or adapt it to different types of schools?

CS: Yes, we are currently considering options of expanding the promotion to include 30-50 schools. Up to this point the campaign has been anonymous however there is talk to include capturing contact information from students to engage them through email, Facebook, and Twitter for future offers and new product info.

YP: Why did you choose to put special focus on sororities with in-house discussions and sample giveaways?

CS: The sororities offered us an instant focus group. The feedback we received was more natural and thorough because interaction time was longer, and we were in a comfortable environment so the young women felt more at ease.

YP: Finally, what is an important thing for the world to understand about Millennials?

CS: Millennials are often thought of as not having time for interacting with brands but we have found on college campuses and in sororities, when brands put forth the effort to engage students on their turf, they are willing to spend quality time learning about products, their features, and how they can apply them to their lives.

YP: Stay tuned for more Millennial marketing Q&As with other GennY Award finalists this week!

- E! Entertainment is taking a stab at scripted shows as well as music programming (in hopes of providing a “pop of culture.” Several of these shows sound very Millennial including “Dorothy” — a modern day spin on “The Wizard of Oz” and “Upstarts,” set in Silicon Valley during the dotcom bubble. But E! isn’t moving away from reality shows anytime soon, also announcing “Opening Act,” a singing competition show where unknown online artists will be surprised with a chance to open for big name stars. Speaking of singers, tween sensation Cody Simpson will appear in a choose your own adventure-style YouTube movie out this summer on Warner Music’s YouTube Channel, which will contain concert footage and a behind-the-scenes tour. Warning: teenage girls are about to go crazy!) (AdAge) (Vulture)

- Some 60% of parents spy on their teens’ Facebook accounts (which makes sense given how problematic cyberbullying has become. Moms snoop on their kids’ account the most as they seek to protect their children, and American parents do so more than those in other countries) (MSNBC)

- Social good is essential for youth brands today (as Millennials expect  companies to engage in such behavior. Gen Y want to be a part of change and wear a badge of good global citizenship, so they’re drawn to brands like Starbucks, Pepsi, and Toms which promote these values) (MediaPost)

- Even publishers are finding ways to make use of Pinterest (as it continues to be a top platform for brands. Scholastic and Chronicle lead the way with their strategies to build relationships with readers and create fun, engaging boards aimed at moms and teens. In other publishing news, are US YA book covers too basic? A blogger makes a good point in her visual analysis of American covers compared to those released in other countries. What do you think? Tell us in the comments) (Publishers Weekly) (GalleyCat)

- Many students complain about math saying that they’ll never use half the things they learn later in life (and a whopping 61% of middle schoolers would even prefer to take out the garbage than do their math homework. Yet Mathalicious aims to change that with a weekly video series called Math52 where problems will be presented in creative ways and are applicable to teens’ everyday lives. Sounds like a formula for success!) (Good.Is)

- Remember the talented choir group from Staten Island that performed at the Oscars in 2011? Well they just premiered a documentary of their journey (called “Once in a Lullaby: The PS22 Chorus Story” at the Tribeca Film Festival this weekend. We’re amazed by these students and all their hard work!) (Huff Po)