According to their site, “MTV Scratch taps the power of MTV to connect with millennials in new ways. Partnering with select brands to pioneer new business models, we deliver award-winning, multi-platform programming and creative, consumer insights, brand strategy, product development and design.”
I am interested in marketing and especially in the post-boomer generations. Most of my students fall into that age-group. In our book, The Young Adult’s Guide to Understanding Personalities, Toni Rothpletz and I write about the unique needs and issues facing this generation.
Because I teach a lot of marketing classes, I tend to look for differences in marketing techniques. I found the tone of MTV Scratch to be interesting. They are trying to market and appeal to the preferences of a younger generation. In their FAQ, instead of having the traditional question and answer format, their responses are a bit different than what you see on most sites.
Question: Can I come work with you guys?
Answer: Let’s make friends first, yeah? We’ve love to meet you. Hit us here . . .
That is not the typical vibe that most sites project. MTV has always been good at targeting their market segment. I will be curious to see how well they do with MTV Scratch.