This
year saw the development of the biggest reality-based hit ever,
of course, in 'Survivor,' a television series largely credited with
saving the CBS network by introducing a younger viewer to its antiquated
television schedule. 'Big Brother,' also a success (although disappointing
in comparison to the success of 'Survivor') featured a mostly young
cast and had a rabid web following, with young people tuning in
to the website daily to watch a bunch of strangers trapped in a
house full of cameras and microphones. In fact, the sites for both
of these shows were massive, as were unofficial sites that commented
on the shows. Reality and interactivity were the two guiding principles
for successfully connecting with youth.
In Canada, one of our networks has been quite successful at using
these two principles to connect with viewers. MuchMusic has used
reality and interactivity as its hallmarks since it started, and
in the past few years has taken this to a new level. They invite
'real people' to become temps in the office or on-air VJs through
contests; host 'Intimate and Interactive' concerts in their environment
that feature fans asking questions of their favourite stars in person,
on the phone or through e-mail. They have taken their popular video
soapbox 'Speaker's Corner' on the road, giving youth across the
country the chance to sound off about an issue that concerns them,
and potentially end up on air.
And for the true sign of success, here you go: Much has even been
copied by its' American counterpart, MTV, whose recent smash 'Total
Request Live' features an open studio, surrounded by real, live
fans who interact with the music stars of the day.
Connecting, demonstrating and reiterating a connection to youth
has never been more important for anyone targeting this demo, whether
you are a school or a company, a brand or a charity. Allowing young
people to interact in a real way--on their terms--with whatever
it is you're targeting them with is extremely important. This can
take the form of chat rooms or discussion boards on your website
(which Kids Help Phone does really well), or putting their pictures
on your product (which has helped Jones Soda), or allowing them
to directly affect your programming (which MuchMusic has been doing
for years).
Young people
know that real people just like them can build the brands that they
buy. They can star in shows that they watch or design the websites
that they bookmark, and they expect a greater level of interaction--and
a greater level of communion--with all aspects of their culture.
They want not only to see themselves reflected in the things that
they consume but also to connect to that reflection: to step through
the looking glass and see what's on the other side. As the expression
goes, keep it real--you'll find real success.
(Max Valiquette
is the Executive Director of NRG Solutions Youth Marketing Consultancy.
Max is a leading youth specialist and has worked on brands such
as Budweiser, Hershey, Kellogg's, Taco Bell, Ford and Levi's. For
more information on NRG Solutions or youth marketing, contact Max
at max.valiquette@thenrggroup.com)
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