Youth Marketing Insights » [CTRL] http://blogs.hillandknowlton.com/meghanstuyvenberg Inspiring best in practice youth marketing through sharing of ideas, strategy, trends and conversations about cool stuff Thu, 04 Feb 2010 04:31:40 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Nestea takes Nes-step Online http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/07/07/coca-cola-nestea-ctrl/ http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/07/07/coca-cola-nestea-ctrl/#comments Tue, 07 Jul 2009 01:45:40 +0000 Meghan Stuyvenberg http://blogs.hillandknowlton.com/meghanstuyvenberg/?p=151

Coca-Cola’s Nestea is the latest brand to launch online-only branded content. As noted in a recent Brandweek article, “[CTRL], which launches on sites such as NBC.com, USANetwork.com, Hulu.com this month, stars Tony Hale of Arrested Development as an office worker with the ability to change everyday reality by drinking Nestea”. The webisdoes will supplement the current Nestea “Liquid Awesomeness” campaign running online, and launches in mid-July. You can read the full interview with Annis Lyles, VP of Media and Interactive for Coca-Cola, North America in Brandweek here which gives some interesting insight.

The strategy seems right to me – empowerment. Adding value and content to youth’s lives. Ms Lyles also noted that it takes more than building the site or posting the videos to draw attention, there is a seeding strategy in place to drive awareness (I hope that seeding strategy doesn’t mean banner ads, by the way). Another tick for success. Furthermore, entertainment as a core youth pillar seems a natural fit for a brand trying new engagement models.

However I do feel there is a major hurdle for any brand moving into a youth space – it can seem hollow. I think this is because youth feel brands need to earn a certain level of credibility that offers this humorous, playful tone for example. Cracking the youth demographic is difficult, if you look at really successful brands like a Boost Mobile or Red Bull, they are ingrained at a really grass roots level. Boost Mobile people are present at local surf events, pick-up basketball games, and the other relevant places their target audiences are – in real life, and online. That level of commitment and authentic interest from a brand is a cultural thing, and if that is not your company’s brand I think it poses significant challenges. Red Bull is a unique company where the marketing runs the organisation, not vice versa.

That said we all have to start somewhere whether trying to find a new audience, or making the jump to an online engagement strategy. It is all a learning process and evolution for us and I am surely not one to criticise brands for making the leap. I look forward to following [CTRL] – sounds like something I would like and yes, I am the target millennial. Anyway maybe some more of my millennial readers (which believe it or not there are quite a few) will check it out as a result as well…

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