Axis - Culture Magazine - September 2012

7/31/2019 Axis - Culture Magazine - September 2012

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Whats Inside

Defning aNew Generation

Young UrbanCelebrities & TheirSocial Media Inuence

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Urban Youth & TheirSocial Movements

Cant-MissSocial Media &Digital Conferences

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8Urban YouthLeading MobileTechnology Adoption

Creating Content forMulticultural Audiences

Media Takes onUrban Youth

The Bicultural Bond

StuffKids Say

20Case Study:My Fabulous Quince

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12 14


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Defning aNew Generation

Todays urban youth market is a highly dynamic consume

segment. It is cmpsed f neary 26 miin yuth ages

13-18 who live in metropolitan areas of the United States.

Neary ne f every tw (44%) persns in this age range ispersn f cr, with Hispanic yuth ane representing v

one in every ve (21%) people ages 13-18. Urban youth a

nt ny increasingy diverse (nte: they accunted fr 100

f the grwth in this age segment frm 2000 t 2010.)

They also have a collective buying capacity that is rapidly

growing. Today, urban youth control an estimated $300-5

billion in purchasing power. But that is not the only thing t

has caught the attention of marketers; what has also caug

the attention of leading brands is their ability to inuence

billions more in ethnic adult consumer purchases, as well

as purchases by non-ethnic Whites of all ages, who look t

trend-setting urban youth for style and taste cues.

Urban youth are always on,always in and always aheadof the social scene with theirhip styles and edgy attitudes.

It is easy to see why the rapidly changing nature of urban

youth makes it hard for any name to stick over time. When

comes to this segment, one thing is true; they cannot sim

be dened strictly on demographic terms, rather they are

distinguishable by their urban mindset and lifestyle. Urbayuth are aways n, aways in and aways ahead f the

scia scene with their hip styes and edgy attitudes. They

are not only trend and style conscious; they are all about

being hip, real, original, and way ahead of everyone else.

Their chice in music, cthing and cutura icns

make them unique among their peers. So what do you

call such a dynamic and inuential segment; anything

but a generation.

Before it was X, and Z. What is the new term to describe the new Urban Youth (13-18)

Urban American Youthare redefning and shaping

Americans modern daycultural reality.

Urban American Youth. Over the years they have been

referred t in many ways, frm Generatin Z t the Hip

Hop Generation, and everything in between. With so many

descriptrs used, it is easy t see why many have gtten

and cntinue t get cnfused when trying t pinpint what

t ca them. Hwever, regardess f what name is used t

describe urban youth, one thing is clear: this segment is

rapidy grwing in ppuatin, purchasing pwer, and its

inuence on the U.S. mainstream society can be described

as nthing shrt f prfund. In many ways, they are nt

just a reection of the changing American landscape;

they are the tastemakers who are redening and shaping

Americans modern day cultural reality.


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$300-500 billionToday, urban youth control an estimated

in purchasing power.


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In Millennial Momentum: How a New Generation Is

Remaking America (2011) authrs Mrey Wingrad and

Michael D. Hais cite generational cycle theory to i llustrate

fur generatina archetypes cmmny seen thrughut

American history. Todays urban youth are soundly within

a Civic archetype and the hallmark of this archetype is

a desire t address the scia chaenges f their time.1

Cmparativey, the ast incarnatin f the civic archetype

prior to Millennials was the Greatest or GI generation

(b. 1901-1924) who implemented the ambitious public

works projects and social programs of the New Deal.

HoW IS THE NEW GENERATIoN

ENGAGING IN SoCIAl CHANGE?

Fr this generatin f yuth, scia awareness and activism

ccurs at an earier age than in previus generatins

due to their ubiquitous online connectivity. In a recent

study released by the MacArthur Research Network on

Youth and Participatory Politics (YPP 2012), at least 94%

f yuth respndents acrss a ethnic categries were

fund t have reguar access t the internet and f thse,

78% use social media on a weekly basis.2 The study as

fund that, fr yuth, scia media can faciitate increased

awareness and mobilization around a social issue at an

accelerated rate because of the ease with which social

media aws individuas t share their interests acrss

their peer networks. Two eamples of social movements

demonstrating this nding in action are the KONY 2012

campaign and the ToMS she cmpany.

On March 5th a 29 minute documentary on the Ugandan w

criminal Joseph Rao Kony was uploaded to video sharing

websites Vimeo and YouTube and garnered 100 million

views within si days. The documentary was the topic of

miin tweets 66% f a twitter cnversatins in the

week after the documentary was released.3 The respnse

within the scia media sphere was s unprecedented tha

the Pew Research Center cnducted a p just fur days

after the dcumentary went vira and fund that within the

rst week of its release 58% of youth/young adults polled

were aware f the dcumentary and that 27% f that gru

earned f it via scia media.4

While the online response was huge, the ofine response

was not. The documentarys call to action was to Make

Kony Famous and asked supporters to demonstrate in

their cmmunities n Apri 20th 2012 by putting up KONY

2012 posters and doing any community work that appeal

t them. Thugh the rganizatin that prduced the

dcumentary garnered 3.7 miin pedges f supprt fr

this event via their website, demonstrations in the U.S. we

attended by relatively few people.5

In contrast to the Kony campaign, TOMS shes which

donates one pair of shoes for every pair sold has taken

a sw and steady apprach, raising grassrts awarenes

of their mission both online and ofine. Online, the TOMS

CEO, employees and interns blog on the company websit

engage custmers n the ToMS Facebook page

Todays urban youth are part of the Millennials generation who share the same civicmindset as the Greatest generation of the early twentieth century. As todays urbanyouth comes of age, how they initiate dialogue on social issues will redene how social

movements gain momentum and expand the nature of civic engagement.

Urban Youth & TheirSocial Movements

For this generation of youth, social awareness andactivism occurs at an earlier age than in previous

generations due to their ubiquitous online connectivity.


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A recent Hispanic Trending artice fund that Hispanic

and African-American urban youth mobile consumption

and spending habits surpass those of the general market

by around 50%. Additionally, urban youth consumer

purchasing power is approimately $450 billion, according

to a Packaged Facts report. These statistics position

urban youth as one of the most sought after and inuential

consumer segments in todays mobile technology space.

Whether marketing soda or producing digital entertainment,brands are creating more inclusive eperiences that enable

them to connect and interact with this segment on the web

and on their mobile devices.

URBAN YOUTH TECHNOLOGY AND MOBILITY TRENDS

A natina survey measuring increased use f techngy

and internet by African-American and Hispanic teens

found that urban youth are connected to the internet

96% of the time from work, home and school. When

nine, their primary activities cnsist f emai, scia

networking, downloading music and instant messaging.

Further, 9 out of every 10 urban youth consumers own a

ce phne. They use them primariy t access the internet,send tet messages, take pictures, and make videos, as

we as dwnad games, music and ringtnes. African-

Americans and Hispanics are more likely than Whites to

go online using a mobile device, according to the Pew

Internet & American Life Project.

Whether marketing soda or producing digitalentertainment, brands are creating more inclusiveexperiences that enable them to connect and interact

with Hispanic and African-American youth on theweb and on their mobile devices.

Urban Youth

Leading MobileTechnology Adoption


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WHY DO URBAN YOUTH OVER INDEx

IN TECHNOLOGY AND MOBILITY?

Technology and mobility appeal to and resonate at a higher

rate with urban youth because usage is peer and interest-

driven. Mobile technology connects them to their social

world. The internet has become the new town square or

mall hangout where epression, engagement and critique

are possible. The devices themselves have become a form

of personal epression for urban youth. They carry them allthe time and have integrated them int their ifestye.

BRANDS THAT TARGET URBAN YOUTH BY

ENGAGEMENT VIA MULTIPLE MOBILE PLATFORMS

Disney, Starbucks and Verizon Wireless are a few leading

brands investing in innovative campaigns that target urban

yuth thrugh passin pints such as music, sprts and

fashion via mobile platforms.

Technology and mobility appeal to and resonate at a higher ratewith urban youth because usage is peer and interest-driven.

Over the summer, Verizon Wireless conducted a

My Fabulous Quince campaign providing one

teenager with the pprtunity t win an a-expenses

paid Quinceaera with a top urban artist performing at

the event. This online marketing campaign was supported

by mobile marketing components such as a free music

dwnads and SMS messaging.

Campaigns like this one prove the power of identifyingpassion points that resonate with urban youth, and working

through different mobile technology platforms to provide

the user with access and benets. This leads to consumer

action and engagement that they are not likely to eperience

with another brand. When brands deliver compelling

conversations, access and benets, they build a one-of-a-

kind relationship with urban youth, resulting in unparalleled

brand equity.

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Todays urban youth is a catalyst for creating trends, styles, musical themes,unseen political involvement and social movements making it one of todaysmost inuential groups.

The Bicultural Bond

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The drums of social and cultural change beat louder

because of the inuence of Hispanic and African-American

urban youth. How have two very different youth groups

collectively become a vehicle of change that is uniting

pepe everywhere?

Not only are U.S. Hispanicyouth online and strong butthey are making their mark inAmerican culture via blogs,forums and chat rooms.

HISPANIC URBAN YOUTH

Hispanic urban youth are transforming the social media

landscape by diffusing their cultural trends across many

bicultural and bilingual media. Not only are U.S. Hispanic

youth online and strong but they are making their mark in

American culture via blogs, forums and chat rooms. They

are as impacting the U.S. ecnmy. Accrding t the

Assciatin f Hispanic Advertising Agencies (AHAA) the

estimated 6.3 million Latinos ages 10 to 19 represent

20% of the entire U.S. youth population and spend about

$20 billion a year.

The Hispanic ppuatin is n average ten years yunger

than the genera ppuatin, accrding t data frm the

Census Bureau. And many are chsing retr-accuturatin

rather than acculturation. This means that young U.S. bornHispanics are reversing the accuturatin trend, as they

choose to maintain family traditions and blend them with

mainstream American culture. Many speak Spanish and

their cuture is mre csey tied t a particuar cuntry (i.e.

Meico, Venezuela, Cuba, etc.) That countrys culture is

articulated in Latino youths fashion, art and music.

AFRICAN-AMERICAN URBAN YOUTH

African-Americans have always been trendsetters in music

and fashion, dening whats cool, and impacting social

change take the inuence of icons like Oprah, Barack

Obama and Michael Jackson. African-American youth

are vca n digita media, and are cnsidered ahead fthe curve utilizing video, mobile and other platforms to

interact online. Over 95% of African-American teens are

online, according to the Black America Study.

African-American consumers are contributing almost

$1 trillion to the economy, and of those consumers more

than 11 million are younger than 18. African-American urban

youth are loyal to their brands and to self-epression

and scia media is their micrphne. Frrester Research

found that African-Americans indeed higher as creators,

conversationalists and critics of social content, and

as Super Connected mobile users.

THEIR BICUlTURAl BoND

Hispanic and African-American youth are quite different, yet

they share deep simiarities incuding an understanding

f resiience in famiy, sciety, prfessins and histry. They

have cmmnaities that utweigh their differences, which

include their collective impact on American culture. Take for

eample the mass inuence of people like Wil low and Jaden

Smith, Selena Gomez, Victoria Justice, and more.

Hundreds of news media outlets are inuencing todays

urban youth, and if you want urban youth to meet your

brand online, you must have a presence in entertainment

news sites that fcus n their fur cmmn areas f

interest: music, mvies, gaming and fashin.

Hispanic and African-American urban youth are personally

invested in their unique family quilts. However, now more

than ever, the tw grups are effecting cective change

thrugh scia media, techngy, music, and histric vter

turnout... Whats net?

African-American youth are vocal on digital media, and areconsidered ahead of the curve utilizing video, mobile andother platforms to interact online.


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Spanish-only mainstays like Telemundo and Univision

are still major players commanding the bulk of Hispanic

audiences attention and corporate Americas U.S.

Hispanic advertising dollars. Yet as the Hispanic viewing

audience cntinues t mrph frm what nce was a fairy

homogeneous Spanish-speaking demographic into a

thriving, fully assimilated, bilingual, bicultural group that

yearns to consume content that speaks uniquely to them,one must wonder if we are witnessing the beginning of

the end fr Spanish-anguage-ny teevisin.

The English vs. Spanish-language boundaries that had

previously dened a television networks audience and

rientatin are yieding t a new prgramming paradigm

ne in which cutura identity, nt anguage, drives cntent.

In an effort to attract the coveted Urban Youth audience,

established networks strive to reinvent themselves as

new networks continue to blossom onto the scene,

offering a new category of programming that is breaking

with cnventin.

In recent years some of the more adventurous networks

have been addressing that changing landscape. Eamples

include: NBCs Mun2, and MTVs Tr3s, both of which

target the bilingual Urban Youth demographic. Independent

bilingual network NuvoTV, launched in 2004 as Si TV and

rebranded last year, also targets the bicultural Latino and

with Engish-anguage prgramming.

But whereas up to now there have been few outlets

venturing into bilingual territory, we can epect a dramatic

shift in this landscape, based on recent announcements.

Cnsider the fwing:

Earlier this year Univision announced it was in talks

with ABCs Disney to eplore the launch of an English

language news cable channel targeting Hispanics anwhich wi cmpete with CNN.

Univision has also begun adding English-language

subtitles to its prime time novelas, as has Telemundo

in an effort to attract bilingual acculturated Hispanics

linsgate has pans t adapt Mexican partner

Televisas content into an English-language format

Venezuelas Radio Caracas Television (RCTV) has

established an operation in Los Angeles to package

Engish-anguage versins f its teenveas.

Partners Fo International and Colombias RCN

have annunced the aunch f MundFx in the fa.

Although initially all-Spanish, network ofcials have

indicated they are considering adding subtitles and

bilingual programming.

NBC Universals parent Comcast has plans for four

new Hispanic networks including the English-languag

channe, El Rey(The King), targeting the Urban Youth

mae demgraphic.

In an effort to attract the coveted Urban Youth audience, established networks strive toreinvent themselves as new networks continue to blossom onto the scene, offering a newcategory of programming that is breaking with convention.

Media Takes on

Urban YouthThe rise of Mun2, Nuvo and Tr3s


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U.S. Hispanic growth iscoming from within the U.S.,and that growth is both enespaol and in English.

Writer-Director-Producer Robert Rodriguez (Spy Kids,

Shorts, From Dusk till Dawn, El Mariachi, Sin City) is

the creative force behind El Rey, and his insights, as

reprted in a March 2012Adweekartice, cud very

well capture how the Urban Youth audience feels abouttodays U.S. Hispanic broadcast offering:

Things that work for the rst generation dont work

the same way for the other, said Rodriguez.

The Spanish-language channels (Univision and

Telemundo) are focused on rst generation

Latinos, but the boom is with the second and

third generation. Thats people like my kids

who are bilingual, and theres nothing really

on TV that represents their eperience

in this country.

In Apri f this year, The Pew Hispanic

Center reeased a reprt stating that

Mexican immigratin int the U.S. has

cme t a statistica standsti and was

at its lowest in four decades. Yet the

latest U.S. Census gures show that

the U.S. Hispanic ppuatin jumped

42% in the last decade to 50.5 million,

r 1 in 6 Americans the argest

minority group in the country. Theres

no doubt that U.S. Hispanic growth is

cming frm within the U.S., and that

growth is both en espaol and in English.

Rodriguez point of view is echoing far and wide

with media executives, prgrammers, and advertisers

who today nd themselves at this critical junction in the

evutin f the U.S. Hispanic andscape. The media

properties and brands that recognize the emergence of

this new Hispanic audience and move quickly to capitalize

upn this pprtunity wi remain reevant t the U.S.

Hispanic Urban Youth demographic. For the others, it

might just behasta la vista, baby!

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Accrding t the 2010 U.S. Census, every 30 secnds,

a Hispanic in the United States turns 18. Now 50 millionstrong, Hispanic-Americans are nally eing their nancial

muscle and marketers are taking note. As marketing

increasingly goes social and online, the tech habits of

multicultural consumers need to be considered when

creating cntent fr this audience.

THE TECH GAP: MoRE HISPANICS oNlINE

DOESNT EQUAL MORE CONTENT

As recently as 2008, 52% of the U.S. Hispanic population

was nine. Since then, the percentage has increased t

58.6%. In fact, the rate of Hispanics online is growing

faster than any other group. According to Google, 86%

of Hispanics online have a broadband connection and

over 90% use the internet as their main source for news

and infrmatin.

But with all this growth, marketers have still been slow to

create cntent geared t the Hispanic cnsumer. Whie the

number of Hispanics online goes up, the proliferation of

nine cntent geared t Hispanics has nt. This has caused

an eplosion of so-called content creators. From blogs

and videos to Twitter and personal web pages, Hispanics

are mre than wiing t share their pinins, ideas and

recmmendatins, and are ding s at a higher rate than

the general market.

Accrding t Frrester Scia Techngraphic ladder,

an impressive 47% of Latinos online are content creators,

representing an ver-index f 263 versus nn-Hispanics.

Two-thirds of Hispanics online use the web to view other

consumers content, meaning that even if they are not

creating it, they are engaged with it. The absence of

cuturay reevant cntent has pushed yung latins t

create a whole world of content by and for themselves,

with many brands left wondering how they can be part

f the fun.

MoRE THAN ENTERTAINMENT

Whie latin yuth view nine cntent as entertaining,

der Hispanics in their ate 20s and 30s view cntent

as an everyday resource. According to a study by the

Association of Hispanic Advertising Agencies, 39% of

Hispanics reguary pst ratings and reviews f prducts

and services, compared to 15% of non-Hispanics.

A whopping 69% of U.S. Hispanics read blogs and

videos posted by others and read consumer ratings

and reviews, cmpared t 42% f nn-Hispanics. These

statistics iustrate that nt ny are Hispanics driving their

own conversations online, theyre using the conversation

to make the all-important purchasing decision.

African-American youthalso consume onlinecontent at a higher ratethan non-Hispanic whites.

Narrative video content isincreasingly popular.

AFRICAN-AMERICANS AlSo CoNTENT CREAToRS

African-American yuth as cnsume nine cntent ata higher rate than nn-Hispanic whites. Narrative vide

cntent is increasingy ppuar, mainy as a respnse t

the lack of African-American faces in mainstream media.

Young artists like Issa Rae, creator of the web series

The Mis-Adventures of Awkward Black Girl enjoy million

of video views and tens of thousands of subscribers via

YouTube for videos that may be low in production value,

but high in cultural relevance. And like Hispanics, African-

Americans are also more likely to comment on videos and

blogs, and make recommendations based on something

they have seen nine.

From blogs and videos to Twitter and personal web pages, Hispanics are morethan willing to share their opinions, ideas and recommendations in the digitalspace, and they are doing so at a higher rate than the general market.

Creating Content forMulticultural Audiences


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of U.S. Hispanics read blogsand videos posted by othersand read consumer ratingsand reviews, compared to

42% of non-Hispanics.

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69%

A whopping


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Young Hispanic and African-American celebrities in the

U.S. have adapted we t the scia media trend and have

become inuencers with a solid social media following.

For eample, companies such as Sears hire celebrities like

Seena Gmez, wh is currenty ne f the tp yung U.S.

artists with the highest Twitter and Facebook fan base, to

execute their ad campaigns. Thrughut the campaign,

Selena will tweet and comment on her Facebook wall abo

her latest project and in return enhance the brands identity

The California Milk Processor Board, a nonprot marketing

board funded to increase milk consumption awareness

has also used urban and Latin young celebrities such as

Victoria Justice to be part of their Got Milk? campaign.

Knowing that her fans would like to nd out about her late

project, the Nickelodeon star tweeted a picture of her milk

moustache, eposing the brands message to over

2.6 miin fwers.

Companies and non-prots are not the only ones embraci

the solid social media following these Latin and urban

young celebrities have been able to build. Television

networks such as Disney Channel, Nickelodeon and lm

studios like Sony Pictures also gain from the artists social

media success, by developing accounts or culturally

reevant hashtags that are dedicated t the shws, mvies

or music records starred by these young actors. Jaden

Smith and his strong social media involvement contributed

t the advertising fThe Karate Kid, as the tweets and

Facebook posts he generated about his starring role in the

movie reached over 4 million combined Twitter followers aFacebook fans that follow him.

Social media has not only become an important marketing

tool for companies, brands, and the entertainment industry

but also to Hispanic and African-American young artists

themselves. Knowing that their fans and followers support

them and that brands are in need of their popularity, some

artists have taken personal advantage of their fame and

have become the latest entrepreneurs of their own

personal brand.

In the past few years, social media has become a popular communications platform forbrands to enhance their marketing campaigns and maximize consumer reach. In thequest to increase sales, viewership or awareness, brands not only seek to hire celebritybrand ambassadors, but actively search for those with a robust social media inuence in

order to gain a strong following and ultimately meet their goals.

Young UrbanCelebrities & Their

Social Media Inuence

Young AdultsLatin & UrbanCelebrities on Twitter*

Top 10 Top 10

Young AdultsLatin & UrbanCelebrities on Facebook*

01.Selena Gomez12,351,431 Followers

02.Demi Lovato8,634,766 Followers

03.Soulja Boy4,450,281 Followers

04.Victoria Justice2,775,372 Followers

05.Jaden Smith2,667,334 Fwers

06.Willow Smith2,574,746 Followers

07.Jake T. Austin1,569,991 Followers

08.Diggy1,471,695 Followers

09.Jasmine Villegas1,293,952 Followers

10.Lil Twist1,134,251 Followers

01.Selena Gomez33,185,412 Likes

02.Demi Lovato13,874,823 Likes

03.Soulja Boy6,679,290 Likes

04.Willow Smith4,409,427 Likes

05.Victoria Justice3,803,227 Likes

06.Lil Twist2,803,541 Likes

07.David Archuleta2,599,114 Likes

08.Jaden Smith2,392,672 Likes

09.Diggy1,725,122 Likes

10.Bella Thorne898,245 Likes

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*number of followers / fans updated as of 08/15/12


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Cant-Miss Social Media& Digital Conferences

BlogWell 2012

September 12, 2012The New York Academy of MedicineNew York, NYBlogWell is a unique event where 8 great casestudies on the best social media programs atarge cmpanies are presented t audiences.

Staged by SocialMedia.org, a community of

social media leaders where members help eachother by sharing ideas, best practices, andsolutions. BlogWell speakers will present case

studies from many well-known brands.socialmedia.org/blogwell/newyork3

The Social Media Strategies

Summit 2012

September 25 26, 2012Marines Memorial Club & HotelSan Francisc, CA

Everyne and anyne interested in earning frmthe best, how to harness the power of social

media to further your brands reach and impactis invited t attend the Scia Media Strategies

Summit. In an effort to meet attendees learning

objectives, si tracks have been built in, eachutined t fcus n a particuar industry.

sciamediastrategiessummit.cm

The LMEC LatinVision Media

2012 Convergence

October 4, 2012Time Inc. Headquarters

New York, NYThis one-day event brings the best minds in

the latin Media, Entertainment and Techngy

markets and is presented by New York Cityslatin Media and Entertainment Cmmissin

(lMEC), Interactive Advertising Bureau (IAB)

in partnership with LatinVision Media andAdvertising Week (AW).

atinvisin.cm

LATISM

October 25 27, 2012Hyatt Regency Hustn

Houston, Txlatins in Scia Media is a pineering

social media organization seeking to equipmembers with the tools they need to transform

their communities, by integrating communityand networking resources that enable membersto make choices, take part in actions and

decisions that affect their lives, and becomeagents fr change.

cnference.atism.rg

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THE CHAllENGE

Accrding t MutiMedia Inteigence, Hispanic teens

represent 16% of the overall U.S. teen market. Moreover, by

the age of 15 nearly 64% of Hispanic teens own a wireless

phone. Considering the size and potential protability of this

$25 billion dollar audience, the My Fabulous Quince essay

contest started in 2008 at a regional level. The campaigns

success prompted Verizon to epand it at a national level in

2011 to provide more teens with the opportunity to make

their Quince dreams come true.

Latino families commemorate the coming of age of a loved one turning 15 with aQuinceaera, a special celebration that marks their entrance into adulthood. Recognizingthe importance of this tradition, Verizon Wireless created the My Fabulous Quince essay

contest to fulll a teens dream of celebrating this milestone in their lives.

Verizon Wireless:My Fabulous Quince

THE CAMPAIGN

Verizons My Fabulous Quince was created to strengthen

the brands relationship with Hispanic consumers by

hnring famiy traditins and prmting educatina

achievement. The essay contest asked teens to answer

three questions about what a Quinceaera (similar to a

Sweet 16 party) means t them, their pans after high

school and how they use technology to make their

Quince dreams come true.


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For the fourth year in a row,My Fabulous Quince exceededexpectations and captured thehearts and loyalty of Hispanicteens and their parents.

Case Study: Verizon Wireless

My Fabulous Quince 2011 awarded 13 teens from top U.S.

Hispanic markets and surrounding areas (Los Angeles, San

Diego, Fresno, CA; El Paso, San Antonio, Houston, Dallas,

Tx; Tampa, Miami, FL; Albuquerque, NM; New York, NY;

Chicag, Il and Washingtn, DC.) with scharships and an

all-epenses paid Quince. One special grand prize winner

also enjoyed a concert at their party, by multi-platinum

recrding latin music artist, Prince Ryce.

As part of this program, Verizon activated 14 Quince

panning exps, where famiies and teens received tips n

how to plan their Quince, and enjoyed makeovers, fashion

shows, food and music at local Verizon Wireless stores.

Additionally, attendees received special meet-and-greet VIP

passes to meet Prince Royce by making a purchase at a

Verizon store or donating a no-longer-used cell phone to

Hpeine t supprt victims f dmestic vience.

T annunce the initiative n a natina eve, The Axis

Agency created a targeted PR and digita campaign.

The prgram cntinuay engaged Hispanic natina media

and bloggers, including entry phase, planning epos andwinner annuncement.

THE RESUlTS

For the fourth year in a row, My Fabulous Quince eceeded

expectatins and captured the hearts and yaty f

Hispanic teens and their parents. As the cntest gained

national visibility, the number of total entries increased to

amst 10,000 cntest registratins, accunting fr 120%

mre entries than in 2010.

10,000+ entries

20,000,000+ media impressins (incuding cverage

from top national programs, such as Univisions Primer

Impacto and Despierta Amrica, and TelemundosAl

Rojo Vivo, as we as pacements in sme f the argest

Spanish nine prtas, incuding People en Espaol,

EFE and Aol latin)

8,400+ attendees at MFQ planning epos

2,700+ meet-and-greets with taent at exps

2,500+ telephones donated to Hopeline by

cnsumers at exps

44 status updates posted by talent on his FB page

that received 104,367 likes

My Fabulous Quince became the agship Hispanicprogram in 2011 for Verizon Wireless and FiOs and

this year, the contest has already surpassed last years

outstanding results, thanks to the engagement of one of

the most acclaimed award-winning Latin urban artists of

all time, Daddy Yankee. Daddy Yankee announced

My Fabulous Quince 2012 in late May and participated in

eight My Fabulous Quince planning epos over the summer.

In late October, he will perform at the grand prize

winners Quince.


20/22

Give me the iPhone, I need

t watch Tintin on Neti.

Mia, 3 years d

Mom, play my favorite song.

On YouTube!

Teisha, 8 years old

Papa, how come you always get lost?

Nathans father has a GPS and he always

goes where he wants to go.

Ivan, 7 years d

Dad, when I grow up, I wanna

work for Mark Zuckerberg.Cars, 10 years d

Why do you want to go to

the ma? We can get it nine,

and way cheaper!!!

Jaime, 15 years old

This big TV is so old, Dad. Why

dont we get an LED? Matthews

Dad bought one and its so

much better than this.

Sebastian, 14 years old

Mommy, fast forward the commercials!!

I just wanna watch Power Rangers!

Emersn, 4 years d

I gured out how to hack the

parental control settings.

Aan, 13 years d

Abuela, this is how youscroll through the pictures.

Stea, 4 years d

See? I know whats up. Instead of

going to the shrink, I vent about my

family in my blog. And guess what:

I have over 100 readers!

Marcea, 16 years d

I cant stop now Im almost

the champion of Angry Birds!

Vincent, 4 years old

Dont bother me! Im on the x-Bo,

watching TV and doing my homework.

Evan, 6 years d

Mommy, heres the Nook.

Will you read to me, please?

Emma, 3 years d

Its clear that technology is changing our kids lives

forever. Is that for the better? Well let you decide.

20

Kids can say the funniest things when it comes to the use of technology intheir everyday lives. Here are some snippets that we captured across America.

Stuff Kids Say

I need an iPad right now!Julia, 4 years old

Dad, why do they have a TVin their car and we dont?Dylan, 8 years old

Dont try to act cool with me,you are not even on Facebook!Mike, 12 years old


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CoNTACT

Armand Azarza

President

The Axis Agency8687 Melrose Ave., 9th Fl.

Los Angeles, CA 90069

[email protected]


22/22

Los Angeles New York Miami Chicago Dallas Austin

www.theaxisagency.com

Axis - Culture Magazine - September 2012

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Transcript of Axis - Culture Magazine - September 2012