Gaming the Millennials

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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.”

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Founded in September 2009, Stirista is an integrated marketing agency that specializes in micro-targeting via traditional and digital channels. Our mission is to help companies, non-profits, and universities alike find new prospects and better understand their existing contacts. We are on the preferred vendor list for a handful of Fortune 500 companies with three of the ten largest companies in the world turning to us for marketing insights. To put it simply, we're young (at least at heart), ambitious, and sometimes impulsive-but always hungry for new ideas.

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Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...