'PEAK MILLENNIAL' & THE 'FUR BABY' ECONOMY (PODCAST)

Pets

Ah, Millennials.

As Rick & Rick continue their rants, raves and ruminations on marketing, media and popular culture, they turn their attention to a recent ADWEEK article citing research that finds 44% of Millennials think of their pets as 'starter children.'

Anyone who's ever had a child knows just how naive that is, of course. But you can't fault younger Millennials for being clueless about something they haven't yet experienced. 

You can, however, fault self-styled marketing gurus who claim there's somehow some secret to marketing to this demographic that only they can reveal.

By now, most marketers understand that demographics are growing increasingly irrelevant. Technology now allows us to target the consumers most likely to purchase our products, regardless of superficial categorizations based on age.

As Fiona O'Donnell, Senior Lifestyle & Leisure for research firm Mintel once put it so well:

Companies or brands that successfully market to Millennials are ones that recognize that there is no such thing as a 'Millennial'—just individuals or groups of individuals who are at a similar life stage and have lived similar experiences. They want to be treated for who they are, rather than lumped together and labeled.

That's not to say those shared life experiences aren't important or leverageable. But ultimately, like all individuals, they want what they want, no matter their ages.

Of course, that doesn't mean Rick Mathieson and Rick Wootten aren't going to have a little fun at their (and the so-called gurus') expense.

The Ricktators sound off here:

RICK & RICK RULE THE WORLD: 'PEAK MILLENNIAL' & THE 'FUR BABY' ECONOMY

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(Approx. 5 min)

For More on the Ricksters:

Rick Mathieson

Rick Wootten

GENWOW Blog


Video Game Movies & Robot Buddhist Priests (Rick & Rick Podcast Ep 1/Pt 1)

 

Rick&Rick-masthead

 

Welcome to 'Rick & Rick Rule the World!'

In this all-new Gen Wow iTunes podcast series, everybody's favorite Rickheads rant, rave and otherwise ruminate on whatever's hitting their Geeks-&-Mad Men radars these days.

Our Ricks include Rick Mathieson—writer, author and executive creative director at iMathieson, and Rick Wootten—vice president of marketing and sales operations at 24/7.

Their mission: To share a little of their ongoing stream-of-consciousness about all things cool in movies, TV shows, comics, video games, media, marketing and advertising. You name it, they've probably got something to say about it. Either way, it's going to be fun.

All the Ricksomeness starts here:

RICK & RICK RULE THE WORLD: VIDEO GAME MOVIES & ROBOT BUDDHIST PRIESTS (EP1/PT 1) ON ITUNES  (6 MIN)

 

 

 

 


AMEX Facebook Campaign Rewards Users for Watching Video (Video)

Sometimes it pays to listen.

At least, that was the case with this Facebook campaign promoting a Guns & Roses concert.

Knowing full well that 90 percent of Facebook users watch videos with audio turned off, AMEX snuck in a surprise. Those who activated audio got a surprise—a voice over that told them the first 50 to text in the name of the band's lead singer would win a free ticket to the concert.

How might your brand incentivize people to view your video advertising? —Rick Mathieson

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Sausage Party: The Dancing Hotdog Snapchat Filter (Video)

We didn't see the dancing hotdog on Snapchat until this last weekend, and we've been having fun with it ever since (see this YouTuber's video above to see what it looks like). Simple and subversive at the same time.

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'The Humanium Metal Initiative' Wins Innovation Grand Prix (Video)

Not exactly turning turning swords into plowshares, but perhaps it's even better.

The Humanium Initiative recycles metal from illegal weapons busts and forfeiting programs and then makes it available for commercial production by brands. As FastCompany reports, the idea is to make your products "a symbolic result of a less violent world."

Small wonder it won the Innovation Lions Grand Prix at this year's Cannes Lions Festival.

Kudos to all involved.

Learn more, here.

 

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'Fearless Girl' Refuses to Put Up with Bull, Wins Big at Cannes (Video)


We're still loving "Fearless Girl"—the diminutive statue created by State Street Investors as part of a special fund for women leaders in honor of International Women's Day. It's great to see she won so many accolades at Cannes this year. Congrats to everyone behind #Fearlessgirl.

 

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'We're the Superhumans' Wins Film Grand Prix (Video)

This short film for last year's Paralympics is phenomenal (wait 'til you see the long jump at the end). Amazing stuff from all - onscreen and off - and one kick-ass Film Grand Prix winner.

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Cyber Grand Prix Winner Calculates Environmental Impact of Your Spending (Video)

This bank tracks and reports on the environmental impact of your spending. Excellent example of doing well by doing good. Congrats to everyone who made this a Cyber Grand Prix winner at Cannes.

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