Daily Buzz

Topic: Music

It’s a new week and that means new music that is keeping our community boards all-a-buzz!  This week our community members are alerting us to the sounds of country/folk artist Kendel Carson, Britain’s hottest new hip hopper Tinchy Stryder and a Vampire Weekend side-project called Discovery.  Check out why our Millennials can’t stop listening to these musical acts.

Artist: Kendel Carson

Genre: Country/Folk

Album: Alright Dynamite

Songs to Download: “Belt Buckle”, “Cowboy Boots”, “Lady K”

Myspace: http://www.myspace.com/kendelcarson

Cool Factor: She fiddles like a pro! Began playing classical violin at the age of 3 ∏.

Artist: Tinchy Stryder

Genre: Hip Hop/Grime

Album: Catch 22 (releases on August 17)

Songs to Download: “Take Me Back”, “Never Leave You”, “You’re Not Alone”

Myspace: http://www.myspace.com/tinchystryder

Cool Factor: He’s named Tinchy because of his diminutive height (he’s 4’9), he started his own t-shirt line called ‘Star in the Hood’(http://www.bandstores.co.uk/shop/starinthehood/index.php)

Band: Discovery

Genre: Electro Pop

Album: LP

Songs to Download: “So Insane”, “It’s Not My Fault”, “I Wanna Be Your Boyfriend”

Myspace: http://www.myspace.com/discoverdiscovery

Cool Factor: Wes of Vampire Weekend and Rostam of RaRa Riot’s collaborative side project.  They covered Jackson Five’s “I Want You Back” on the album…with heavy synth! 

Topic: Nintendo DS Treasure World

There is an emerging trend in video-gaming that engages tweens/teens in the ‘explore and find’ experience.  With the swell in childhood obesity and the low level of physical inactivity among today’s youth, this new type of gaming was designed to get kids off their couches and exercising game-play in the real world. The game that has gotten buzz on our boards is ‘Treasure World’ by Nintendo DS.  This game takes kids on a wifi-based treasure hunt outside.  The game acts as a ‘treasure detector, collector, creative canvas and community gateway’.

The story follows the Star Sweep, an old space-faring man who scours the universe for all sorts of goodies with the help of his robotic buddy the Wish Finder. After crash landing on Earth, he’s tasked the user to help him refuel his ship with stardust – quite handily, Wi-Fi signals on Earth feature the exact same properties as stardust, so all you have to do is roam the real world scooping up Wi-Fi signals to earn stardust that will refill his tank.

To earn stardust the user simply sets their system to detect signals. From then on, all the user has to do is turn it on, close the DS, and wander around. The user will probably score a few dozen hits in their first few minutes of Wi-Fi searching. The system will alert the user with a recognizable beep when it’s discovered a new signal, encouraging players to keep on walking.

To build on this ‘explore and find’ gaming trend, we have also seen some buzz around the app Hidden Park, Locomatrix.

Why “Treasure World” is buzz-worthy:

-  Physical Fun-ness! –   A unique, fun way of getting the kids out of the house, engaged in physical activity and immersed in a treasure hunt

- Rewarded for activity –  rewarding players with objects and goodies when they’re captured in the Treasure World universe. And there is an enormous amount of items to score within this game. Those items can either be collected from Wi-Fi signals or paid by using collected stardust as money.

-Customizable avatars –  Users can pimp out their avatar with wigs, masks, shirts, pants, and belts, and you can earn items like giant robots, anime dolls, 8-bit sprites, teddy bears, etc. – as well as unlock songs and character animations too.

-Collection experience – Hunting and gathering items in the outside world to then collect goodies in the Treasure World Universe.

- Community Appeal – Users can upload their profile to the Club Treasure World website. User’s entire DS profile will be copied over, and the website will mirror every aspect of your progress on the handheld.

Topic: Closet Infinite

As Millennials face their very first recession, we’re seeing creative ways to save money by ‘swapping’ everything and anything with friends.  We have heard (and been invited to) clothes, furniture, food and even apt-swap parties.  It’s a way of renewing closets, home interiors, cupboards and living situations without having to spend a dime.  This type of social-sharing is being embraced wholeheartedly by Millennials . 

A few days ago, we were alerted by our community’s fashion council about a new service called “Closet Infinite”.  The service follows the Netflix model but for clothes.  This service allows members to rent clothes for free in exchange for donating a fashion item of their own.  Users upload a picture of the item they choose to donate along with a description of the item’s condition, where it was purchased and the cost.  Once the user uploads this information and its approved by the site admin, they get 6 months worth of free membership on the site.  With this membership they can rent those coveted fashion items from others on the site.  Very much like the Netflix process, the item is sent out immediately with a return package – but the difference is the item can only be kept for up to five days (or late charges are assessed for each day late). 

The site has not launched yet because they are in the process of collecting clothes to swap.  With the outpouring of positive response – it sounds like they should be up and running in no time.

Website: closetinfinite.wordpress.com

Why this concept is appealing to Millennials:

- It’s non-committal.  This generation is known to be commitment phobes – so when a service comes along (like Closet Infinite) that allows them to try something out temporarily before investing time or money – they’ll support it.

- Fashion dates itself so quickly these days.  People don’t have the money to invest in the latest trends – but when a trade is put on the table, with very little commitment – the deal is made.

- It essentially for free.  All the user has to do is be willing to trade an item of clothing to become a member.  Easy as 1, 2, free!

Topic: MasterCard’s “Priceless Picks” iPhone App

When we speak to our community about appealing and memorable ad campaigns, MasterCard’s “Priceless” campaign always rises to the surface.  So when we heard that MasterCard was coming out with their “Priceless Picks” iPhone app, we wanted see what our community members thought about it.  The “Priceless Picks” app gives users a location-based utility to find and share their favorite picks with others.  Thanks to the iPhone’s amazing GPS technology, users can find shopping steals, entertainment ideas and eateries based on their current location or where they plan on going.

What our community loves about this app is the fact that they can share their “Priceless Picks” as they happen (posting the experience and uploading a picture in real time ).  Some of our community members already uploaded their “Priceless Picks”.  Some of those uploaded were as follows:

“Best section to get a tan while watching a Cubs game at Wrigley”

“Best restaurant in Austin to propose marriage”

“Best dance floor for those who can’t dance to go unnoticed”

“Best place to take in the entire skyline of NYC”

“Most appropriate place in Miami to break up with your partner”

In addition to sharing, users are also excited about gathering “Priceless Picks” from other users.  One of our community members found the “best place to practice yoga in Central Park”, another was alerted to “the best park in Scottsdale, AZ to have a toddlers birthday party”. 

While the app is still new, users are loving the communal sharing and collecting on what’s “Priceless” to their iPhone peers.

Why our community members find this app appealing:

- The MasterCard “Priceless” campaign is one of the most memorable and favorable campaigns.  This appeal allows the brand to extend seamlessly to other platforms (“if you build it, they will come”).

- Users are in favor of this ‘Yelp-like’ approach – where users share opinions and gather information on activities and entertainment.  The user becomes the ‘expert’

- This generation loves to document their experiences in real time and show it to the world at large. Now there is an app where they can showcase those “Priceless Picks” that allow them to stand apart and feel empowered.

-This generation is so spontaneous.  Life takes them to unexpected places daily.  Now there is an app that will alert them to activities, sales, eateries, etc. in whatever location their journey takes them.

July 16, 2009

Topic: Harry Potter –VS- Twilight

It’s not a surprise that Harry Potter is the hot topic on our community boards right now. 

The film is already setting box office records – raking in a whopping $22.2 million in less than 24 hours and it is said to be the best midnight opening of all time.  In observing the dialogue between each of our community members I realized a battle of sorts emerging.  It seemed like there was a great divide between Harry Potter fans and Twilight fans.  We wanted to dig deeper to get at the ‘why’ behind this debate.  Even though the results show such alliance to Twilight (it seems that it’s cooler to admit you like Twilight – as opposed to Harry Potter), there is still such intrigue and excitement around this summer’s soon-to-be hottest movie.  We’re sensing there are a lot of closet-HP fans out there who will most definitely contribute to the success of the film.  We’re also detecting a swell in excitement amongst our mom community.  They are planning their weekend around the film, having Harry Potter-themed parties.  Who says this movie is just for the kiddies?! 

Below are the results to the questions behind the battle that has surfaced between the two franchises.

The observations below are based on community members 13-21 years old.

Are you going to see Harry Potter and the Half-Blood Prince?

Yes: 78% (Ages: 13-16 years old: 38% / 17-21 years old: 40%)

No: 22% (Ages: 13-16 years old: 16% / 17-21 years old: 6%)

Of the 78% who are answered yes, 38% already has seen it

Of the 22% that answered no, we asked why:

-       Not interested in HP

-       Grew out of the series, now more interested in Twilight

-       Other

It seems that the younger 13-16 year old demo was less interested/invested to see Harry Potter, as opposed to the older Millennials – 17+).  The younger Millennial demographic did not grow up with the Harry Potter series. The first Harry Potter book (Harry Potter and The Philosophers Stone) came out in 1997, when this demo was still in pull-ups.  Whereas the older Millennials were of an age where they were reading and/or exposed to Harry Potter mania.

Which is cooler – Wizards or Vampires?

Wizards: 22%

Vampires: 88%

Seems that evil is cool – as the community chooses Vampires over Wizards when it comes to which is cooler.  Wizards are portrayed (at least in Harry Potter’s case) as concocting spells/potions to fight evil.  Whereas Vampires are out for blood (literally), but in Edward Cullens case, love prevails.  Vampires are cooler, sexier and the way Hollywood has presented them to us, more socially acceptable  (falling in love with humans – Edward and Bella, Buffy & Angel, Sookie & Bill, etc.).

What attracts your attention more – magic or love?

Magic: 42%

Love: 58%

97% of the male community members chose magic.

This is a case of fantasy vs. reality.  Magic is fantasy based (good vs. evil) and a topic that appeals to the male demo predominately.  Love is more reality-based and  what females of any age dream about and hope for – especially how it’s portrayed in the movies and when it involves Robert Pattinson.

Who is cooler – Harry or Edward?

Harry: 28%

Edward: 72%

Putting his obsessed infatuation and love for Bella aside, Edward Cullen is still considered cooler than Harry Potter.  The community finds Edward more mysterious and strong.  He doesn’t need special potions/spells to protect – he’s born a fighter/killer.  Harry was also first introduced to this demographic as a naïve kid, whereas Edward was introduced as a brooding teen.  Even among our male community members Edward is deemed cooler than Harry. 

Which group do you fall in – “The Potterheads” or “The Twiheads”?

Twiheads: 45%

Potterheads: 25%

Both: 30%

There is a ‘cooler’ quality to being a Twihead as opposed to a Potterhead.  Those that are in the Twihead group said they don’t have to wear wizard hats, scarves or glasses to be included.  Twiheads are just fans who enjoy the characters and storylines of the book series.  Potterheads is a longer running group – so many have aged-out and others have renewed their enrollment but also joined the Twihead group.  Crossover seems to be acceptable.

Topic: Howcast.com

Our community of Millennials and Moms are extremely curious and always seeking out new, interesting ways to increase and share knowledge.  This is more true now than ever as the economy is forcing people to learn different crafts and be more creative.  The discussion on our boards today revolved around a website that allows them to not only learn but also contribute information.  The site is called Howcast.com.  Howcast.com is a site built around user-generated ‘how-to’ videos.  These videos are often times engaging, very informative and the knowledge is shared by the user, for the user.  Howcast.com delivers on the two areas where today’s Millennial and Mom consumers go to find information – online and from their peers.  They feel getting information from their peers as opposed to experts is more authentic and applicable.  As one Generate Insighter said: “Getting advice/information from someone that has no agenda or isn’t getting paid to give it to me – it’s just more real and personal.”

The “How-to” categories vary – from “how to start your own business” to “how to create a smoky eye” to “how to kiss like Angelina (Jolie)” – so the site attracts a very diverse audience. 

This site and the idea it was built on shows how consumers are now looking to access information through multimedia platforms. 

The favorite “How-To” videos among our 13-29 year old community are:
#1 – How to Make Homework Less Work (13-17 years old)

#2 – How to Detect A Lie (18-22 year olds)

#3 – How to Start A Company (23-29 year olds)

The favorite “How-To” videos among our Moms (24-55 years old):

#1 – How to Meditate

#2 – How to Kiss Like Angelina

#3 – How to Live on a Budget/How to Teach Your Baby Sign Language

Check out “How-to” on HowCast: www.howcast.com

Topic: Evian Roller Babies

The buzz on the boards all weekend and continuing today is the new Evian Roller Babies commercial.  The commercial consists of babies break-dancing on roller skates to a remix of the hit “Rapper’s Delight”.  On the site Evianliveyoung.com, consumers can find the two viral “Live young” films and other digital teasers such as: the audio remix, “making-of” clips, and “interviews” with select babies from the film sharing anecdotes from the set. Ninety-six babies were filmed for the spots.  The cuteness-factor, amazing special effects and the clever campaign slogan ‘Live Young’ are just a few of the reasons why this ad resonates so well with the Millennial market.

Why this type of ad is so buzz-worthy amongst Millennials:

- Babies put in to adult-like situations (etrade, BMW, Philips commercials) somehow evoke laughter and leads the consumer to believe in the ‘purity’ and ‘integrity’ of the brand.

- Special-effects always establish credibility to the Millennial eye.  Great special effects also guarantee repeat viewings.

- The campaign slogan ‘Live Young’ speaks directly to this generation of youth.  In fact, most of the Millennials that commented on this commercial feel that Evian is targeting people their age because of that slogan.

-  The lead-in to the ad peaks the viewers curiosity: “Let’s observe the effect of Evian on your body”…followed by the dancing babies.  One Insighter said after viewing the ad, ‘so if I drink Evian I’ll never grow old…I’m sold!”

Link to commercial: http://www.youtube.com/watch?v=_PHnRIn74Ag

Link to site: www.evianliveyoung.com