Signal Austin: The Leveraging Local Conversation AUSTIN, TX March 10th, 2011!

YOUTH CULTURE LOCATION IN

SO MUCH RED BULL. March 10 2011

Archrival is a youth marketing agency that integrates brands into youth culture.

HELLO.

We think about how young adults think.

HELLO.

LOCATION MATTER WHY DOES

TO YOUNG ADULTS?

Born 1965 to 1981 Born 1982 to 1994 Ages 30 to 45 Ages 17 to 29 Approx 40 million Approx 70 million (26%)

GEN X MILLENIALS

Born 1995 to TBD Ages TBD to 16 Smaller in population

GEN Z

MILLENNIAL THINKING

BALANCED LIFE Indicators of success are measured today in relationships, experiences and positive outputs.

LIFE THEMES

“My mom is the coolest. We’re like twins.”

LIFE TRACKING Millennials leverage tech to collect, categorize and diagram personal stats to better understand themselves.

LIFE THEMES

“I like looking at my life from di!erent angles. It’s like a game.”

LIFE SHUFFLE With a life full of data, youth are wondering where the surprise in life is at and gravitating toward the unknown.

LIFE THEMES

“It’s hard to discover anything new. You can’t even get lost anymore.”

HUMAN WARMING Looking to connect with friends “the old way”, Millennials are back to seeking the human touch.

LIFE THEMES

“Most of my friends on Facebook aren’t really my friends.”

WHICH WOULD YOU RATHER BUY?

COOL EXPERIENCES COOL PRODUCTS

MALES

TOTAL

FEMALES

80% 20%

GEN XERS

THE FACTS LIFE THEMES

ROOTS Young adults are increasingly prioritizing the importance of family connections and exploring their roots.

LIFE THEMES

“Yeah, Boston is cool, but I’m not from there.”

GOING LOCAL As the world shrinks more and more everyday, we are increasingly interested in our own community.

LIFE THEMES

“My neighborhood is amazing. Let me show you the places you won’t find on your map.”

SECRETS Cool points are awarded to Millennials when they are first-to-know and first-to-share.

LIFE THEMES

“I like secrets… but I love telling them even more.”

MIDDLE CLASS OF FAME The 15 minutes of fame ideology has gone from an aspiration to an expectation.

LIFE THEMES

WHICH TYPE OF FAME?

CREATIVE / ARTISTIC 40%

CAREER RECOGNITION 31%

CAUSE 14%

INTERNET 11%

“I’d love to be famous for my art… if only around here.”

DIGIDENTITY Youth use their social channels to establish their identities and demonstrate their social currency.

LIFE THEMES

# of friends and followers on social channels # photos / vids tagged in # of blog subscribers # of xbox friends Location action # of comments on posts timely social news

GIVE UP INTERNET GIVE UP SEX

MALES

TOTAL

FEMALES

67% 33%

GEN XERS

WHICH WOULD YOU RATHER DO?

THE FACTS LIFE THEMES

TECH-EYED VIEW Gen Y sees the world through a social media lens, making every moment ripe for posting and sharing.

LIFE THEMES

“I’m always looking for my next profile pic.”

BALANCED LIFE LIFE TRACKING LIFE SHUFFLE

HUMAN WARMING ROOTS

GOING LOCAL SECRETS

MIDDLE CLASS OF FAME DIGIDENTY

TECH-EYED VIEW