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These Seven Truths Represent A Way Of Connecting And Engaging Gen Y.

These truths are the result of hawkeye’s prior experience with and ongoing exploration of Gen Y

and the marketing that appeals to them. When it comes to leveraging these truths, it’s not about

picking just one, but delivering on as many as you can. The brands that are connecting with this

audience are doing all of these and sometimes more.

Stats • Gen Y is defi ned as those born between 1977 and 1989

• Gen Y is the most diverse generation in U.S. history

• They represent approximately 70.4MM or 25% of the U.S. population

• One in three is not Caucasian

• 80% claim a close friend of a different race or ethnic origin

• They think globally, are connected and see the world as “open 24/7”

Truth #1: Show Respect, Get Respect

Gen Y responds to communication that recognizes their intelligence and acknowledges their

status as equals.

The Seven Truthsof Gen Y.

By Rodney Mason

Chevy – “Super Bowl College Ad Challenge”Teams of students developed a 30-second Super Bowl spot promoting Chevy’s Aveo, Cobalt, HHR and Equinox brands.

Over 820 teams/230 schools were registered.

The competition focused on college students, and the requirements for the ad were to focus on one of Chevrolet’s cars and crossovers targeted at the youth market, including the Aveo, Cobalt, HHR or Equinox.

Reach audiences through their interests

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Truth #2: Be A Relevant Resident

A brand is considered more relevant

when it occupies a natural place

within the Gen Y lifestyle. Simply

attaching a brand to an established

property does not make it acceptable.

Truth #3: “Metopia” – Let Me Make It Mine

Gen Y seeks out customizable offerings that allow them to meet their unique needs, as well as

provide a new means of self-expression. This truth is driving the explosive growth in online

social networking.

American Eagle Outfi tters/ 77EntertainmentA multi-channel music, comedy, reality and drama venture featuring original and user- generated content.

Release control to customer involvement and be believable

NIKEiDAllows consumers to design shoes and apparel. To launch, Nike allowed consumers to design NIKEiD sneakers through their mobile phones live on the billboard in Times Square and receive a free pair of NIKEiDs.

Let users customize your product especially for themselves

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Truth #4: What I Do – Not Who I Am,Or Where I Come From

Gen Y is ethnically diverse. Characterizing music, art and fashion on the basis of ethnicity is

irrelevant. More importantly, Gen Y is characterized by their life stage moments. Given their

age, they are going through the biggest life changing events of their lives (higher education, fi rst

job, fi rst relocation, career management, fi rst house, fi rst car, fi rst children, etc.) and wrap their

socialization and sense of being around those events.

Truth #5: The Word Is Spreading Real Time

Gen Y are the biggest users of online social networking, and over one-third note referring to their

social network before making major purchases and engagement decisions. Viral and word-of-

mouth marketing are their trusted sources of communication. They also are rabid consumers

of wireless phones, texting, instant messaging and e-mail that allow the quick communication of

ideas, products and trends. They’ve

traded in the traditional mailbox for

one that is electronic.

“Have It Your Way” “Spicy Tendercrisp”

Burger King’s “offi ce” campaignsCapitalizes on their fi rst job. “Have It Your Way” ads show offi ce mates in a competition to order the most outrageous Whopper. “BK Hold’ems” showsco-workers juggling lunch. “Spicy Tendercrisp” pokes fun at offi ce mates.

Warner Brotherslaunch for 300Fueled by pre-releasestills and videos onMySpace with over13 million views. Themovie had an opening weekend of $70 million –the largest ever for aspring break opening,with a total box offi ceof over $210 million.

Tailor marketing based on important events,such as their fi rst job

Start a “buzz”

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Truth #6: Behavior Before Attitude

Gen Y has developed strategies to screen traditional marketing out. Unconventional marketing

strategies that enhance their experience and show an understanding of who they are as an

individual resonate and engage.

Second Life is a 3-D virtual world entirely created by its Residents. Since opening to the public in 2003, it has grown

explosively and today is inhabited by millions of Residents from around the globe. The Marketplace currently supports

millions of U.S. dollars in monthly transactions. This commerce is handled with the in-world unit of trade, the Linden Dollar,

which can be converted to U.S. dollars at several thriving online Linden Dollar exchanges.

Truth #7: Support The Cause

Gen Y is the fi rst generation to collectively take a stand for cause marketing, particularly Green

initiatives, and make purchases that allow them to have a positive impact on issues they care about.

American Apparel’s virtual store in “Second Life”First major retailer to open a store in Second Life. American Apparel sells items in Second Life that mimic apparel they sell in the real world. Anyone who buys clothes in Second Life receives a 15% off coupon for purchase of real clothes.

Show leadership in emerging trends

Burt’s BeesEstablished “Setting the Natural Standard” – requiring personal-care products labeled “natural” be made with at least 95 percent “truly natural” ingredients.

Give back to the community and be a good global citizen

For more insights contact:

Steve Dapper

Founder and Chairman

(214) 659-5661

sdapper@hawkeyeww.com