Andy Davidson of MTV Europe delivered a fascinating presentation at the GenerationXY? conference last week. Delving into his box of tricks, otherwise known as the MTV Circuits of Cool research, he shared little nuggets including:
1 Technology helping to build friendships, not alienating kids.
2 Digital fills the void for adolescents who are too young to go out and too old to stay in
3 Youth are never separated from their friends. They are connected all the time. Marketers need to be aware of this when connecting. There is no point in pushing to the individual when the tribe is more important to youth.
4 Online usage is chaotic and random. They don't go to youtube, but go there from a clip sent to them from a friend.
Andy summarised with some advice to brands who wish to connect with youth.
Don't talk about technology
Understand their needs
Take account of cultural and climactic differences
Entertain kids and connect the adolescents
Use the right channel for the job
All of this in forty minutes. Normally we are lucky to get a sliver of such insight and comment in a conference.