Javelin works extensively with Millennials, the generation born between 1977 and 1994. Children of the Baby Boomers, they represent about 25% of the U.S. population and ¬– at roughly 70 million – are force to reckon with.

As the first generation to grow up with the internet, Millennials embrace technology as a fundamental part of their existence. Did I say embrace? No…digital dependence is the single most defining characteristic of their generation, and it has made them savvier consumers. They are more discerning than previous generations, something that challenges marketers not just to be totally transparent—but to do it creatively.

Let’s have a look at some brands using technology to connect with consumers in an interesting way:

L’Oréal has utilized virtual mirrors to allow shoppers to take a picture and virtually try on makeup and sunglasses. The “mirror” takes into consideration such things as skin tone, facial features, and product color. It also makes recommendations and allows the consumer to share a virtual makeover image with friends online. Ray Ban has used similar technology to allow consumers to try on different sunglass styles virtually.

Retailer H&M launched an interactive mobile & display window activation in which iPhone users interact with H&M clothing and accessories displayed in storefront windows of the retailer’s Manhattan locations. Users choose the items they want to view, capture them with their phones to create their own ‘virtual fashion show’, post images to Facebook, create custom lookbooks, receive an instant 10% off the store’s wares, and are entered for a chance to win gift certificates and a trip to Las Vegas.

The Black Eyed Peas engaged fans with the BEP360 app, an immersive 360-degree, augmented-reality enabled music video that sticks consumers in the middle of the action with the ability to pan around and become part of the action. Added features include pointing one’s phone at the album cover to see one of the Baby Peas pop up and dance to the beat, conducting a virtual Photo Shoot with the Pea of one’s choice, and more.

Nike+ has gamified running by enabling people using compatible personal GPS transceivers (iPhone, Nike SportBand, etc.,) to save their runs, establish and track goals, share routes with friends, challenge fellow runners, monitor pounds burned, and compare performances with others in the community at large. The Nike+ website also provides suggested next steps for each user’s training regime. The “what’s happening now” section displays the most recent results and activity in the user’s country, and the Facebook broadcasting feature allows automatic sharing of the details of the user’s runs.

Millennials will interact with brands for extended periods of time if content is engaging. Digital technology provides an unparalleled opportunity to showcase brand attributes and provide intrinsic value to the consumer in a fun way they’ll share with others. It’s up to brands and their agencies to take these tools and rise to the ever-increasing challenge.

Bacardi’s experiential nightlife activation on tour with the Black Eyed Peas is enjoying some great press, a few samples of which you’ll find below. We promise a more in-depth look at the tour in the near future!

Bacardi and BEP Jacksonville Tour Stop - Ponte Vedra Recorder

Bacardi and BEP Atlanta tour stop - Gwinnett Daily Post

Bacardi and BEP Atlanta Tour Stop - AJC.com

Bacardi and BEP Charlotte Tour Stop - Creative Loafing

Bacardi and BEP Nashville Tour Stop - Nashville Metromix

Bacardi’s experiential activation on the Black Eyed Peas’ “The E.N.D. Tour” is off to a roaring start!  After the BEP show at American Airlines Arena in Miami Beach, the Peas attended the Playboy Super Saturday Night Party presented by Bacardi.  Fergie and will.i.am broke into a spontaneous performance in the wee hours of the morning, surprising guests and press alike.  Below is a sampling of the press.

Bacardi and BEP - Hollywoodlife.com 2.8.10

Bacardi and BEP - LAtimes.com 2.8.10

Bacardi and BEP - Micahjesse.com 2.7.10

Bacardi and BEP - NBCmiami.com 2.6.10

Bacardi and BEP - Stylelist.com 2.7.10

Bacardi and BEP - E! Online

Javelin is taking Bacardi on the Black Eyed Peas “The E.N.D. Tour”, bringing the brand to life in an experiential nightlife program for consumers 21+ in key markets.  With the tour just launching there’s not time to write yet, but we thought it would be fun to share these photos for now.  More to come when possible!

BEP private meet & greet with Bacardi USA executives at American Airlines Arena on February 6, 2010 in Miami, Florida

Jon Maurice, Black Eyed Peas, and Donna Meier

As the newest, youngest member of the Javelin team I still get a little starstruck around celebrities.  My first encounter was in March of this year while executing Bacardi B-LIVE at Winter Music Conference.  The team still teases me about going a little crazy when I saw Bridget from The Girls Next Door and P Diddy.  So imagine my excitement when I learned I would be traveling with Donna to NYC for the Rock N Roll Hall of Fame 25th Anniversary Concert at Madison Square Garden!  Fortunately for me Donna was pretty excited about these legendary performers too, so at least I wouldn’t be as embarrassed when I saw Bono and (internally) flipped out.

Each day we made sure to be on site the minute sound checks started, and we didn’t leave until the last artist left the building.   We were there to manage the Bacardi Lounge, which turned out to be the best celeb spotting location.  We laid eyes on Aretha Franklin, Sting, Bruce Springsteen, Mick Jagger, Bono, John Fogarty, Tom Hanks, Fergie, ZZ Top, Steve Van Zandt, Annie Lenox, Patty Smith, David Crosby, Paul Simon, Stevie Wonder, James Hetfield, Billy Joel, Glenn Close, Penn Badgley, The Imperials…just to name a few.

I can’t decide if my favorite moment was watching sound check for U2, Black Eyed Peas and Mick Jagger, or leaning on the stage while Bruce Springsteen and Billy Joel performed, or seeing Simon and Garfunkel back together again.  It was a once in a lifetime experience I’ll never forget.  The photos below aren’t the best, but they’re mine, and I share them with you.

Long ago, the Black Eyed Peas won my heart with their clever lyrics, syncopation, and an eagerness to embrace the beauty in many different cultures.  There’s something completely enviable about will.i.am’s mad talent as a producer and writer, but every member of the group has something unique to bring to the table.  No doubt about it, I have a creative crush on the Peas.  When little Stacey Ferguson came along — recovering meth addict, predictably adorable bouncy blonde, a willingness to sing sometimes asinine lines (“My Humps”, anyone?) — I was fully prepared to declare that BEP had jumped the shark…but she made them even better.

Black Eyed Peas

I was floored.  How could this be?  I wasn’t the only one who noticed; after Fergie joined the Peas, sales skyrocketed.  Was it the silly playfulness?  The “babe factor”?   The addition of a female voice and perspective into what could sometimes be an overly man-centric product?  I don’t know, but I liked it.

Quite recently two new specimens of fabulousness joined the Javelin team:  Jon Maurice, executive creative director, and Meredith Goette, fellow new biz whiz.  Of course I love having simpatico colleagues, but it goes way beyond that.  Ladies and gents, Jon and Meredith are our Fergie.  Sure, they don’t require costume changes every ten minutes or have groupies plying them with baubles and bawdiness (as far as we know, ahem…), but they do bring the same kind of Fergalicious magic that makes something great even better.

Come to think of it, Jon and Fergie have another thing in common:  they both rock the threads.  When he’s not producing killer creative for our clients, Jon designs a sizzling line of lifestyle clothing inspired by all-American hot rods: www.trimindustries.com.  There will be more to come on that exciting venture in the future, but for now, have a look at what I’ve been drooling over:  a custom belt buckle made from vintage automotive ornaments.  Not only is it hot, it’s got a story to tell…and isn’t that what experiential is all about?

TRIM - V8 Buckle