Shift? Advertising to Entertainment - stop interrupting what they're interested in & start being what they're interested in.
10 tips:
1. Create an experience....an interaction.
2. Audience co-creation + ownership. Don’t take yourself too seriously.
3. Make sharing between tribe members easy. Allow them to help create the story.
4. Use humour. Enterain.
5. Be authentic. Everytime.
6. Be transparent. Everytime.
7. Consistency across all touchpoints. Don't give it all away up front.
8. Enable belonging. Teens are tribe-centric.
9. Add something useful.
10. Don’t assume anything. Trust + respect get earned by being relevant.
