MTV Scratch to Connect with Millennials


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.  

Examples FAQ:

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.