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Texting Hipster Millennials Use Crest June 27, 2006

Posted by David Card in Marketing.

According to ClickZ, Procter & Gamble’s Crest is adding text messaging to its program. Crest has often been an early adpoter of digital marketing techniques. You can post the results of your Irresistibility IQ test on your MySpace page. But do you leave your cell phone on during a date? Cool kids will be sure to leave it in silent mode. But be sure to bring it along — it’s so lame to write down somebody’s number on paper.

I’m less impressed by the P&G spokesperson confusing Gen Y with 18-34 year olds. (That’s some serious old-school thinking confusion.) Yeah, this cohort branding thing is an inexact science. And former colleague Gary Stein seems to be almost as puzzled as I am by Magid Associates’ finding that GenYers — or is it Millennials? — soak up 20 hours of media in seven hours. That sounds like more multitasking than is humanly possible to me. Or ADD.

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