Gaming the Millennials

Share this article:

I had read all about MTV's “Twitter jockey,” Gabi Gregg, so I was curious to see her seated a few rows in front of me at an Advertising Week panel discussion.

Gregg was named MTV's first “T-Jay” in March after the cable network partnered with American Express to conduct a nation-wide search for the position. It's a $100,000 gig, by the way.

Unsurprisingly, the 23-year-old was Tweeting about the presentation: “MTV's Born Digital: What's driving the Millennial digital revolution?”

Gregg, of course, is a product of this, having been selected in part by her peers for the job. Part of what reportedly gave her an advantage is a blog she started in 2008, called “Young, Fat and Fabulous.”

Nick Shore, SVP of strategic insights and research at MTV, give a very interesting discussion on the topic, pointing out that Millennials want to be co-creators, co-directors, co-stars and co-marketers of virtually everything they do.

Marketers should take heed: if you want to successfully target the Millennial generation, you've got to truly get them involved.

I had an interesting conversation with Shore since his presentation. He noted that gaming is a big part of Millenials' lives.

He says that's why a platform like Foursquare is so successful.

“If you look at something like Foursquare, it's turning life into a game — you get badges and buttons for it; you become the mayor of the place; you bring more people in; you get rewards. That would be a logical outgrowth of that kind of behavior,” he said.

It gives new meaning to the phrase, “life is a game.”

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Omnichannel Represents a Sea Change in Marketing

Omnichannel Represents a Sea Change in Marketing

Instead of thinking about channels first, marketers need think about customers and outcomes.

Will American Wallets React to Jack Ma's "Open Sesame"?

Will American Wallets React to Jack Ma's "Open ...

Observers pooh-pooh Alibaba's chances to challenge Amazon and eBay, but the boss of China's e-commerce giant vows rapid U.S. expansion following his IPO.

Getting Email Out of the Friend Zone

Getting Email Out of the Friend Zone

It may not be the sexiest channel, but it is the most reliable.