Brands that engage with youth across platforms

[Peter Kwong]

Hi there

Does anyone have any great examples of brands that have successfully engaged with a youth audience especially across platforms inc. digital and social media

I've got E4's Skins in the UK so far - who did a great mash up with myspace.

Any thoughts, much appreciated

Peter

[Will Humphrey]

Brylcreem - check out the 'effortless' work.

http://www.myspace.com/beffortless

[Ramzi Yakob]

The Talk To FRANK anti-drugs brand in the UK has worked across digital platforms.

There is an automated MSN messenger bot which you can add to your friends list and talk to about drugs etc (over 250,000 people have added it so far in the last 6 months or so).

On top of this it has sponsored a bunch of Ministry of Sound podcasts, has had a few games made (with the ideas for them coming from the 11-18yr old target audience) and has produced award winning display creative which is generating extremely high click through rates (over 2.5% on some sites).

'Social Media' won't ever really be used as a platform to interact with FRANK as it is a confidential service which doesn't go too well with openly posting questions on a profile page on MySpace - however it will still manage to use this space well in the near future... But I can't say too much about that yet.

:-)

[Peter Kwong]

Thanks Ramzi some good examples and take your point about social media - will watch this space

[andrew]

I am a BIG fan of the anti drugs campaign call FRANK in the UK

Last couple of year the ATL work has been really compelling and beautifully relevant, but just recently they have moved it one hugely! –Thanks to some ingenious use of digital channels!

Frank's been around for a while now and is still one of the best drug awareness and help sites. If you haven't visited for a while, check out its new features

These are excellent digital additions that bring the whole experience to life even more. Firstly there is the virtual bus pulling up in the gardens on certain days of the teenage virtual community, Habbo Hotel

Now I really love this bit - young people can also add a Frank Bot (virtual robot) to their MSN contact list and get advice from this automated service through their instant messaging. Not only is this utilising a relevant comms channel to provide relevant /immediate advice, but the Frank Bot is anonymous - so it take the stigma of fear and shame away which is often a reason why kids don’t take that 1st important step to get help.

There's also a Your Space section where users can upload postcards with their reflections on drug use - just to bring home that you’re not alone - and demonstrates the negativity of drugs - all in all a seamless, engaging and rewarding experience for any kid in such a situation

Checkout the website (although Frank Bot no longer working - shame)

http://www.talktofrank.com/article.aspx?id=1624