Twitter aims to increase engagement with teens aged 13-19. Teens are largely uninterested in Twitter because it does not enhance their existing technologies or lifestyles. However, teens are highly engaged with entertainment, music, and celebrities. The document recommends that Twitter market itself as a platform for teens to directly communicate and interact with their favorite celebrities, authentically portraying celebrity lifestyles and narrowing the gap between celebrity and teen experiences. Various print, commercial, and web executions are proposed to bring teens to Twitter by leveraging interests in celebrities.

1. making twitter relevant

2. WhatsTheProblem?
Twitter must find a way to build better connections
with more people.
a few seconds ago from Miami Ad School Minneapolis

3. WhatsTheProblem?
1. Increase registration from underrepresented
segments. The objective is to make Twitter more
relevant to these users.
a few seconds ago from Miami Ad School Minneapolis
Twitter must find a way to build better connections with more people.
about a minute ago from Miami Ad School Minneapolis

4. WhatsTheProblem?
2. Twitter needs to retain its audience.
a few seconds ago from Miami Ad School Minneapolis
1. Increase registration from underrepresented segments. The objective is to make Twitter
more relevant to these users.
about a minute ago from Miami Ad School Minneapolis
Twitter must find a way to build better connections with more people.
one minute ago from Miami Ad School Minneapolis

5. WhatsTheProblem?

6. WhatsTheProblem?

7. the target

8. TheTarget
Teens, 13-19 years old.
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9. TheTarget

10. TheTarget
Why aren’t they on Twitter? They’re just not
interested!
a few seconds ago from Miami Ad School Minneapolis
Teens, aged 13-19 years old.
a few seconds ago from Miami Ad School Minneapolis

11. TheTarget
Network E!ect: could snowball into bigger problem.
a few seconds ago from Miami Ad School Minneapolis
Why aren’t they on Twitter? They’re just not interested!
about a minute ago from Miami Ad School Minneapolis
Teens, aged 13-19 years old.
one minute ago from Miami Ad School Minneapolis

12. TheTarget
Twitter doesn’t really add to existing technology.
a few seconds ago from Miami Ad School Minneapolis
Network E!ect: could snowball into bigger problem.
about a minute ago from Miami Ad School Minneapolis
Why aren’t they on Twitter? They’re just not interested!
one minute ago from Miami Ad School Minneapolis
Teens, aged 13-19 years old.
two minutes ago from Miami Ad School Minneapolis

13. TheTarget
How do we make them care?
a few seconds ago from Miami Ad School Minneapolis
Twitter doesn’t really add to existing technology.
about a minute ago from Miami Ad School Minneapolis
Network E!ect: could snowball into bigger problem.
one minute ago from Miami Ad School Minneapolis
Why aren’t they on Twitter? They’re just not interested!
two minutes ago from Miami Ad School Minneapolis
Teens, aged 13-19 years old.
over two minutes ago from Miami Ad School Minneapolis

14. TheTarget
The average teenager’s week...
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15. Sleep
30%

16. 30%
18%
Online

17. 30%
18%
16%
School

18. 30%
14%
TV
18%
16%

19. Other Media 30%
9%
14%
18%
16%

20. Friends
6%
30%
9%
14%
18%
16%

21. Homework
4%
6%
30%
9%
14%
18%
16%

22. Other
4% 4%
6%
30%
9%
14%
18%
16%

23. TheInsights
The Big Three: Entertainment, Music, & Celebrities
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24. TheInsights
Largely impatient; immediacy important. This is what
Twitter is great for!
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The Big Three: Entertainment, Music, & Celebrities
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25. TheInsights
Real celebrities running accounts, not PR consultants.
a few seconds ago from Miami Ad School Minneapolis
Largely impatient; immediacy important. This is what Twitter is great for!
about a minute ago from Miami Ad School Minneapolis
The Big Three: Entertainment, Music, & Celebrities
one minute ago from Miami Ad School Minneapolis

26. TheInsights
Twitter closes the gap between celebrity lifestyles
and consumer lifestyles.
a few seconds ago from Miami Ad School Minneapolis
Real celebrities running accounts, not PR consultants.
about a minute ago from Miami Ad School Minneapolis
Largely impatient; immediacy important. This is what Twitter is great for!
one minute ago from Miami Ad School Minneapolis
The Big Three: Entertainment, Music, & Celebrities
two minutes ago from Miami Ad School Minneapolis

27. TheInsights
Why else are celebrity reality shows so popular?
a few seconds ago from Miami Ad School Minneapolis
Twitter closes the gap between celebrity lifestyles and consumer lifestyles.
about a minute ago from Miami Ad School Minneapolis
Real celebrities running accounts, not PR consultants.
one minute ago from Miami Ad School Minneapolis
Largely impatient; immediacy important. This is what Twitter is great for!
two minutes ago from Miami Ad School Minneapolis
The Big Three: Entertainment, Music, & Celebrities
over two minutes ago from Miami Ad School Minneapolis

28. direction

29. Direction
Twitter is the ultimate celebrity reality show.
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30. Direction
Invite young people to communicate and interact
with their celebrity idols.
a few seconds ago from Miami Ad School Minneapolis
Twitter is the ultimate celebrity reality show.
a few seconds ago from Miami Ad School Minneapolis

31. Direction
Narrow the gap between the lives of the average teen
and the lifestyles of the rich and the famous.
a few seconds ago from Miami Ad School Minneapolis
Invite young people to communicate and interact with their celebrity idols.
about a minute ago from Miami Ad School Minneapolis
Twitter is the ultimate celebrity reality show.
one minute ago from Miami Ad School Minneapolis

32. creative executions

33. CreativeExecutions
Print.
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40. CreativeExecutions
Commercial.
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Print.
a few seconds ago from Miami Ad School Minneapolis

42. CreativeExecutions
Web.
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Commercial.
about a minute ago from Miami Ad School Minneapolis
Print.
one minute ago from Miami Ad School Minneapolis