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Justifying Fan Fic

... publishers and movie studios, an abundance of fan fiction demonstrates fans’ dedication to a likeminded soul; for example, a work of fan fiction that has thousands of clicks online suggests an author with a built-in fan following of his or her own. Indeed, some of the most popular pieces of fan fiction have more readers than many New York Times bestsellers. Moving forward, brands should celebrate fan creativity with a level of excitement that matches fans’ own. - Justifying Fan Fiction - Last year ...

Outer Limits

... MARKETINGLast year, AXE launched the AXE Apollo Space Academy, an online contest to send 23 winners to the edge of space with Space Expedition Corp. After the online component, 100 people were sent to the Axe Apollo Space Camp in Florida to compete in space-simulation challenges for a seat on the ship. KLM Royal Dutch Airlines hosted a “Claim Your Place in Space” contest, in which a GPS-enabled balloon was launched in the Nevada Desert, and fans were tasked with guessing the height and location of the ...

Culture Spotlight On The U.S.

... OnThe introduction of multilingual characters with diverse backgrounds on television is slowly becoming popularized and preferred by American audiences as they increasingly crave more diverse representation (see Variety Show). Netflix has spearheaded this movement as it produces and promotes shows in the U.S. that are in foreign languages with subtitles (rather than producing them in English), and has also produced content that incorporates bilingual families and multiple cultures to mimic many ...

Origin Story

... nowadays (see Culture First, Country Second), however, when a brand reworks content for different countries, it prevents people in those markets from having a touchpoint to the origin country. Nearly four in 10 (37%) global youth say they like popular culture because it helps them feel more connected to other cultures/countries, with young people in Indonesia (52%), India (49%), China (46%), and South Africa (46%) being especially likely to feel this way; however, when a work is adapted, it can lose ...

Shop Class

... Gens Y and Z are seeking unique store experiences, ranging from special events to hands-on classes, as brand and retailer points of entry.Experiences have become a key form of social currency among young people, who value them for their minimalist footprint (most don’t require the accumulation of possessions), self-improvement tools, and storytelling material. Similar to how the growing practice of Fauxsumerism affords consumers the identity markers of consumption and brand affiliation at no ...

State Of The Art

... earnings coverage, decreasing the error rate in the copy and freeing up 20% of the AP reporters’ time. The Washington Post has been using an A.I. called Heliograf for rote reporting on topics such as the Olympics and the 2016 election. Heliograf wrote 850 articles in its first year alone, generating 500,000 clicks on articles about the election that the Post admits it wasn’t going to delegate to its journalists anyway. Moreover, strategists at the Post see a larger role for Heliograf going forward ...

The Webfluencers

... , have earned a cult following not only for their online videos but also for their real-world friendship. The trio, dubbed the “Holy Trinity” by an avid fan base, has taken its act(s) on the road with a shared stage show called #NoFilter, and recently starred together in a kooky indie movie, Camp Takota, which is currently seeking a distributor. THE GAMING GURU: FELIX KJELLBERGWith more than 15 million subscribers to his YouTube channel and as many as 32 million views per video, 24-year-old Swedish ...

Digital Etiquette

... kinds of misunderstandings that may annoy or anger users on both sides of a conversation.In response, young individuals have developed a comprehensive new etiquette of rules and tactics for communicating more effectively and respectfully over digital media. Marketers, too, must learn and adhere to the new rules of Digital Etiquette to avoid overstepping these evolving parameters of online politesse.As recently as a decade ago, when a majority of conversations still took place face-to-face ...

A Lightness of Being

... Young consumers digital habits are evolving as they think about the effects of their online behavior. They have a newfound appreciation for freedom and privacy. For several years now, young people have surrendered their privacy to social networks for the sake of creating a comprehensive online identity within an open, transparent community of peers. But, recently, they have come to realize that not everything warrants sharing with every online contact—and that sharing to such a wide circle can ...

Defining Generations

... Boomers, Gen Xers, Gen Ys, and Gen Zs experienced as they grew up. Within each wheel, adjacent external values work together to inform their internal values. For example, the convergence of tech advancements, such as smartphones and tablets, and pop culture trends, such as the rise of YouTube stars and social media influencers, during Gen Zs' adolescence have informed their internal value as creators. With these wheels, brands across all verticals can develop a deeper knowledge of each generation and ...