Hyperlaunch DMG

Can’t be bothered? Making digital youth marketing work

17-09-2009

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Here at HyperlaunchDMG we've been launching music online since we were...well, knee high. Engaging 16-25 year olds isn’t easy and we’ve learned a lot of lessons - good and bad!  There are lots of dos and don’ts. 

We now apply these learnings to many other entertainment, broadcast, high street, transport, mobile, charity and automotive clients.  This Facebook generation are, and will increasingly be, key influencers.  Needless to say respecting their interests, their language and their media gets you into the club. Many brands don’t get past the bouncer.

So what’s on the entry ticket?

• Firstly market with young people not at them. Remember they are more  brand and marketing savvy than the rest of us.
• Don’t talk as an institution. There’s an aversion with authority or the use of dictatorial language.
• Don’t try and change behaviour - enhance it
• Get the language right.  Be credible and relevant.  Be cautious about being cool or humorous.  It can go horribly wrong.
• Encourage advocacy through genuinely interesting content: peers are the biggest influencers.  Social currency provides kudos and credibility.
• Make messages simple, clear and short.  Less is more.
• Innovate to maintain interest and stand out.
• Social media is key, be vocal.
• Finally the timing is critical. It’s the usual - right subject, right time and right offer but this can mean the right hour of the day. It has to fit into their social calendar.