Grown Up Thinking

This Thursday is National Social Media Day! With only two days left to prepare, how will you celebrate? Here are a few ideas to get you started:

- Pick a social media personality and claim it for the day. I recommend being the Fail Whale or the crying Foursquare girl with the crown  Make sure you dress to fit your part like this guy!

- Set some resolutions for the next year of social media. Example: “I will tweet more often because I haven’t in months” or “I will tweet less often because my friends want to slap me.”

- Make a video and upload it on YouTube. Need ideas? Start simple with a demonstrative speech – like how to make a sandwich, how to make a scene at work, or how to make a grown man cry.

- Get your favorite social media infographic and make it your desktop background. Like this one.

- Throw an internet meme party. I will make my friends wear narwhal horn party hats (and bring my pet narwhal), dress as chubby bubbles girl, put Double Dream Hands on repeat, Ice all the bros in attendance, and insert photo bomb seal into all of the party pics (which I will then make into animated gifs). Friday will be boycotted, though, since it will only be Thursday…

Happy Social Media Day to you and yours! Tell us what you’re scheming for the big day.

Of all the new ads, ideas, articles, videos, and trends we sift through every day, these are the fun nuggets that stuck with us last week:

- The Oxford Dictionary is the most generous in adding Internet jargon to the official English language. Check out the list of last month’s new additions, my favorites being: baby bump, bestie, infographic, meep, newb, social graph, and ZOMG.

- Axe Sprayaway lets you remove what you think stinks on the web. Negative YouTube comment? New pic of your arch nemesis on Facebook? Opinion you don’t agree with and want to lash out against in a non-threatening way? Make yourself feel better with this fun tool.

- This conceptual work for UNICEF, done by students at the Miami Ad School, poses a new way to contribute funds to education by donating your misspelled words. A very creative and inspiring concept.

- The launch of the Tweet Button adds an easier way to embed Twitter into your sites with options to show the number of times the item has been tweeted and preload mentions.

- The Intel® Museum of Me is our favorite rendition of the myriad “social history” tools we’ve seen.  Beautiful and well done.

- Improv Everywhere did a great stunt called “Gotta Share” – it gives the flashmob a facelift and has all the social media rhyming words we could ask for

What’s floating your boat this week?

The Mr Youth Creative team was in good company Friday night. As guests at the One Show Interactive Awards at New York’s Terminal 5, we were both surrounded and inspired by an eclectic and talented crew of colleagues. Each year, the One Club recognizes the agency teams behind the most innovative and buzz-worthy advertising of the last 12 months.

Here’s our personal compilation of the “wow”-worthy winners that made us applaud hardest:
 
Kindling a community of composers…

“Sounds of Hamburg” | Client: Philharmoniker Hamburg
Agency: Jung von Matt, Hamburg
Award: Gold Pencil, Websites and Microsites: Services

Because at the end of the day “it’s just advertising”…

“Pink Ponies” | Client: john st.
Agency: john st. advertising, Toronto
Award: Gold Pencil, Online Films and Video: Self-Promotion – Single

An awareness-builder of a different kind…

“The Girl Store” | Client: Nanhi Kali (K.C. Mahindra Education Trust)
Agency: StrawberryFrog, New York
Award: Bronze Pencil, Websites and Microsites: E-Commerce

Comedic gold for the cause…

“Devin & Glenn” | Client: Overturn Prop 8
Agency: Furlined, Santa Monica
Award: Silver Pencil, Online Films and Video: Public Service/Non-Profit – Single

Crowdsourcing creativity to honor the Man in Black…

“The Johnny Cash Project” | Client: American Recordings/Lost Highway
Agency: @radical.media, New York
Award: Gold Pencil, Websites and Microsites: Social Networks/Community

Some other favorites:

“Fastball” | Client: Google | Agency: BBH, New York

“UNIQLO Lucky Counter” | Client: UNIQLO | Agency: Dentsu, Tokyo

“Pay With A Tweet” | Client: Innovative Thunder | Agency: R/GA, New York

“I Am Not An Artist” | Client: Elisava | Agency: Soon in Tokyo

“Nike+ GPS” | Client: Nike | Agency: R/GA, New York

“The Fun Theory Winner – The Speed Camera Lottery” | Client: VW Sweden | Agency: DDB, Stockholm
 
A hearty high-five to all of this year’s winners. Keep our seats warm.

An hour-long high school dramedy series that’s a musical? Let’s face it: Glee initially had everything going against it. Time will ultimately tell, but skeptics be damned. This year’s Golden Globe winner for Best Comedy Series turned out to be a runaway hit that has yet to lose steam as it heads into the second part of its freshman season. Above all, the show’s writing is top notch by melding a perfect blend of edgy dark humor and a lot of heart. The talent of the young cast is undeniable. And Jane Lynch turns anything into comic gold. But producers were faced with some tough challenges right from the start. How to get people to actually tune in? Enter social media and a relatively risky gamble on an aggressive interactive marketing campaign.

First of all, Fox chose to debut the pilot episode months before its actual season debut in order to capitalize on its 20+ million captive audience from American Idol. They then utilized the down time to really gain traction online by engaging with their most passionate fans (or ‘Gleeks’). Currently, @gleeks has a nearly 50,000 person following on Twitter and almost 2 million fans on Facebook. Mix that with its very own YouTube channel with exclusive content, PR-worthy appearances (Oprah!) and even nationwide mall performances. Yep, everyone’s all abuzz over the little show that could.

Blurring the line between fan and fiction even further, Glee has since launched a national casting campaign for new characters to appear on the series. Fox also recently released an interactive “hypertrailer” allowing viewers to click and “fan” the show’s cast members on Facebook, who also participate live on-air in weekly re-run episodes (or “Tweetpeats”) much like the cast commentary on today’s DVD and Blu-ray discs.

So what’s so significant about Glee’s marketing strategy, anyway? At its core, it is truly a niche show. But a very enthusiastic niche crowd at that. And Glee is giving that very core audience exactly what they want: access and interaction. At a time when studios are shuttering unauthorized playback of content and guarding creative copyrights like a fortress, this show is practically shooting it across America through a t-shirt cannon. Whether it be the show’s music content (consistently charting week after week on iTunes) or capturing that “underdog” spirit in everyone, Glee has succeeded in truly crossing all media types, including a forthcoming iPhone/iPad app. That makes it one of the very first scripted shows to actually achieve results in reaching out to a young, digital audience with significant viral success. That’s definitely a social media coup to be gleeful about. I, for one, am proud to be a Gleek. Who’s with me?

Glee resumes its season on Tuesday,  April 13 on Fox.

YouTube has recently announced it will be revamping its site by focusing on ad-supported premium programming (a la Hulu) and completely separating the user-generated content that has long accounted for most of the site’s traffic. The redesign will now include four tabs for browsing: Movies, Music, Shows (all ad supported) and Videos (user-generated content.) I assume this change will definitely ruffle some feathers as the very content that built YouTube up to its current status as the #1 destination for video is largely being relegated to a digital ‘back shelf.’ One could argue that the site’s unique and personal feel will be lost in addition to  bombarding end users with more and more commercials. On the other hand, promoting premium content and features (including the truly nifty “pop-out” and “dim the light” features of Hulu) could potentially add more quality and value to the site.

I’m anxiously waiting to see how YouTube will ultimately pull it off. I’m admittedly a fan of both sites for their very different approaches. But I would worry that taking the You out of YouTube would take some serious value out of the equation for the masses. The balance between the two will definitely need to be maintained to ensure that quality, content and utility end up benefiting consumers. Then it can truly be an advantageous relationship between people and advertising.

Every recession in recent American history has consistently shown ad budgets decline. We’re already seeing evidence of this in the current economic downturn. However, history also shows us that when the economy goes south, those who maintain their budgets or even increase them have far greater results compared to spending levels when the economy is doing well. The lesson here is, when competitors are decreasing ad budgets, pounce.

In the last advertising slowdown, companies like Netflix, Expedia, and Zappos managed to grow over $100 million in revenue by taking advantage of cheap media. The current recession, however, is not only going to lower the cost of media, it will also lower consumer confidence. People will be saving more and buying less so companies will have to step up their game to stay competitive. Many companies have turned solely to online campaigns like Search Engine Optimization, Social Media Optimization and viral campaigns, seeing much better results at a fraction of the cost. Because people are saving money by getting rid of cable, driving less, and spending more time online, people aren’t seeing TV spots, billboards, and print ads like they used to. Today, everyone is online for everything, which is why this recession is the perfect time for traditional companies to try nontraditional advertising.

Before you ask, a meme is defined as “any idea or behavior that can pass from one person to another by learning or imitation.”  Simply put, a meme is anything that is spread virally–used and passed on–and makes its way into the mainstream.  The 2.0 world has vastly accelerated the transference of these little nuggets, and you are probably familiar with way more memes than you think.

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It’s no surprise that the online and offline worlds keeps merging into each more and more as technology enables us to keep connected at all times (especially here in the Mr. Youth office as admitted brand-lovers and tech geeks who gleefully exchange iPhone apps).

While the economy plummets and looming tension builds to keep everyone in the meatspace all a-twitch, the offline universe is evolving and adapting to reflect a space that is still thriving and positively teeming with great ideas: the online world. This month’s TrendWatching report focuses on the online/offline cross pollination that seeds offline content with a digital approach.

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