Buying Buying

and and

Selling “Cool”Selling “Cool”

Link to videoLink to video

http://www.pbs.org/wgbh/pages/frontline/shows/cool/view/

Note: There will be a prompt asking you to select your local TV station on the homepage. You need to select your geographic location to view the video. If you are in Canada, select the nearest area in the U.S.

o Teenagers have a lot of

Teenagers have a lot of

disposable income because

disposable income because

they don’t have to pay rent

they don’t have to pay rent

etc.etc.oHollywood targets teens

Hollywood targets teens

o Teens run today’s economy

Teens run today’s economy

oOn average, teens are

On average, teens are

exposed to 3000 discrete

exposed to 3000 discrete

ads each day

ads each dayo They identify and find

They identify and find

trend setting kids

trend setting kidsoSprite

Sprite partnered itself with

partnered itself with

Hip hop music

Hip hop music

Import

ant

poin

ts

from

the v

ideo

Import

ant

poin

ts

Import

ant

poin

ts

from

the v

ideo

from

the v

ideo

o Focus Groups – interview Focus Groups – interview kids. Give them kids. Give them questionnaires etc.questionnaires etc.

oCool Hunters look for trend Cool Hunters look for trend setters. People who are setters. People who are the first to adopt trends. the first to adopt trends.

o They Take pictures of these They Take pictures of these kidskids

oCharge $20,000 to look at Charge $20,000 to look at the picturesthe pictures

o Throw parties and give out Throw parties and give out free stufffree stuff

oGo into kids rooms and Go into kids rooms and look in their closets and look in their closets and ask them questions about ask them questions about friends, clothing and friends, clothing and interestsinterests

Quest

ions…

Quest

ions…

1.1. What was popular in the video

What was popular in the video

at the time it was made (early

at the time it was made (early

2000s) (name 4)

2000s) (name 4)2.2. What is popular now? (name

What is popular now? (name

4)4)3.3. What has replaced the

What has replaced the midrif midrif

shirtsshirts??4.4. Describe the “

Describe the “mookmook”. What

”. What

does he do?does he do?5.5. What has replaced the bands –

What has replaced the bands –

Brittney Spears

Brittney Spears and and SlipknotSlipknot??

6.6. Name the ways that

Name the ways that companies stay on top of

companies stay on top of

“cool” according to the video.

“cool” according to the video.

7.7. When does “cool” stop being

When does “cool” stop being

“cool”?“cool”?

Cool H

unti

ng

Cool H

unti

ng

•Search for Search for Trends

Trends Setting Kids

Setting Kids - 20% who

- 20% who

will influence the other

will influence the other

80% 80% •Take pictures of these

Take pictures of these

kids and interviewed them

kids and interviewed them

•They upload the picture

They upload the picture

to a website called “Look

to a website called “Look

Look” and charge

Look” and charge companies $20,000 to

companies $20,000 to

view the trend setting kids

view the trend setting kids

Focu

s G

roups

Focu

s G

roups

• Kids were handed

Kids were handed sheets with pictures of

sheets with pictures of

BrandsBrands and

and CelebritiesCelebrities

on iton it• They were asked to

They were asked to circlecircle what was cool

what was cool and put an and put an xx through

through

those things that were

those things that were

no longer cool

no longer cool

What

is t

he r

ela

tionsh

ip

What

is t

he r

ela

tionsh

ip

wit

h

wit

h S

pri

teSpri

te t

o

to H

ip H

op

Hip

Hop

m

usi

c?m

usi

c?

• Sprite was trying to

Sprite was trying to say that they

say that they understood teens

understood teens• Hip Hop music was

Hip Hop music was very popular during

very popular during that time period

that time period• Sprite partnered with

Sprite partnered with

Hip Hop artists

Hip Hop artists

What

are

W

hat

are

Colle

ge

Colle

ge

kids

kids

paid

to d

o?

paid

to d

o?

• They are paid to go to

They are paid to go to

parties and hand out

parties and hand out

free drinks, food

free drinks, food and/or flyers

and/or flyers• Paid to go to chat

Paid to go to chat rooms and post

rooms and post comments about

comments about certain products

certain products

What

mess

age w

as

the

What

mess

age w

as

the

Gra

nt

Hill

Gra

nt

Hill co

mm

erc

ial

com

merc

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sendin

g t

o k

ids?

sendin

g t

o k

ids?

• Don’t listen to Stars

Don’t listen to Stars (who are being paid

(who are being paid millions of dollars) to

millions of dollars) to

tell you to drink their

tell you to drink their

productproduct• However, Grant Hill is

However, Grant Hill is

a star who was being

a star who was being

paid millions of dollars

paid millions of dollars

to deliver that

to deliver that messagemessage

Desc

ribe t

he

Desc

ribe t

he

study

of

study

of Jo

hn

John

What sorts of things did

What sorts of things did

they want to know?

they want to know?•Wanted to see his

Wanted to see his closet and his favorite

closet and his favorite

pieces of clothing

pieces of clothing•Dating life – his

Dating life – his girlfriendgirlfriend•His favorite bands –

His favorite bands –

showed CDs

showed CDs•Relationship with his

Relationship with his

parentsparents