This document discusses marketing strategies for teens and millennials. It provides statistics about millennials' technology usage and priorities. Millennials are described as confident, connected, open to change, and technologically advanced. They like to share opinions and interact with businesses online. The document also notes some differences between Western and Middle Eastern millennials, such as Middle Eastern millennials being more religious. Examples are then given of companies developing products for millennials, including a social network for the Middle East and ways Sony targeted millennials with its PlayStation Network.

1. Marketing to Teens & Millennials
The shape of digital success
Thomas Müller Global Director, Customer Experience

2. Did you know?
• What percentage of
Millennials sleep with
their cell phone in their
bed?
• A) 60%
• B) 80%
• C) 90%
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Source: Millennials, A Portrait of Generation Next, PEW February 2010

3. Did you know?
• What percentage of
people in the Middle
East are below the age
of 25?
• A) 45%
• B) 55%
• C) 65%
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Source: The Arab Millennials, arabyouthsurvey.com

4. Did you know?
• When asked to rank “life
priorities” which did
Millennials rank the
highest?
• A) helping others in need
(21%)
• B) being successful in a
high-paying career (15%)
• C) being a good parent
(52%)
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5. Millennials are:
• Confident
• Connected
• Open to change
• Self-expressive
• Racially diverse
• Less religious
• Multi-taskers
• Progressive
• Technologically
advanced
• Constant interaction
• To be part of a community
• To share their opinions
• To converse with businesses
and organizations
• Fusing technology into their
daily lives
Millennials like:
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6. Global Millennials:
• 68% percent of Millennials in
the ME say religion defines
them as a person, compared
with just 16% in the West
• 34% of Millennials in the ME
say success means making
the world a better place –
compared with 12% in the
West
• Western Millennials rely on TV
for news, the internet is the
most important source of news
in the ME
Differences Similarities
• Substantially more
technologically advanced
and savvy compared with
other generations
• Both Millennial groups
spend majority of their
disposable income on
clothes and footwear
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Source: The Arab Millennials, arabyouthsurvey.com

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Background
Filling a regional
void with a social
network for the
people of Arabia,
by the people of
Arabia.
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The Opportunity
• Since 2008 North Africa and the
Middle East are the fastest
growing regions of mobile
adoption
• The region was lacking its own
true Arabic offerings in the
community, content, and
Ecommerce categories
• Du, one of UAE’s Telcos,
stepped in
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Product naming
• The product needed a name that
appealed to English and Arabic
speakers while conveying
intuitive, modern, trustworthy
and fun
• Naming based on strategic,
linguistic, legal and market
viability criteria
• The product name: Anayou
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Category disruption
• Anayou is the first social network
built for the people of Arabia by
the people of Arabia
• It is a personalized mobile and
web experience providing a
single place to store and access
your digital life
• It allows people across the
region to connect with people
they care about, and express
themselves
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13. Home page
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Welcome, English

14. My home, first visit
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15. My Vault photos page15

16. Celebrity profile page
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18. Background
• When Sony added a web browser to the PSP, they
needed help drive loyalty among current and future PSP
users
• Research explored trends, behaviors, and expectations in
the marketplace among gamers, web publishers, carriers,
manufacturers and licensors
• In the face of increasing pressure from Xbox and its
online gaming service a brand identity for the PlayStation
online community was created
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20. How does PSP appeal to Millennials?
• Focus on conversations with and interactions
among gamers
• Expand perception from PSP=Hardware to more
• PSN (Play Station Network) was born to provide
community for gamers
• The content and design focuses on creating
opportunities to engage members of the
community

21. Personalized and updated content
• Content is tailored based on the user’s profile
information, friends’ activity, and earned trophies
• Personalized content includes:
– Friend’s activity in the community
Recommended games and media information
• Content modules are dynamic to ensure the
latest content is constantly re-surfacing
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27. Flip
• Handheld digital video camera
• CISCO acquired Flip in March 2009
• “It’s bringing crowd-sourcing to television,” said
Jodi Lipe, vice president of marketing
partnerships and promotions at Flip Video/Pure
Digital Technologies
• Entire advertising/marketing campaign relies on
the 2-way conversation
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30. Why is the Flip appealing to Millennials?
• It’s easy to shoot and share
• A millennial was hired to manage their viral
marketing and advertising campaigns
• Andrew and another Milliennial coworker, Greg,
produced videos such as “Flip Like We Do” and
shared them via YouTube and Facebook
• Justice’s first video alone generated more than
90,000 viewings and was featured in an online
story on All Things Digital, one of The Wall
Street Journal’s technology sites.
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31. Flip on Facebook

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About Siegel+Gale
We are a global strategic branding, customer experience
and design firm. We build world-class brands through
elegantly simple, unexpectedly fresh strategies, stories and
experiences.
250 people, across 4 practice areas: Research, Brand
Development, Digital, Simplification. 8 offices, NY, LA, SF,
London, Hamburg, Dubai, Bejing, Shanghai.
Part of Omnicom. www.siegelgale.com
Thomas Mueller, Global Director Customer Experience
tmueller@siegelgale.com
@tmuellernyc
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