Diesel Cam – youth want SOCIAL EXPRESSION

Great idea from Diesel in Spain, Diesel Cam taps into young people’s need for SOCIAL EXPRESSION – wanting to express themselves within their social circles. So now, young people’s need for self expression  within the tribe has been turbo charged, as now  the ‘swarm’ of friends approves or ‘likes’ what you’re wearing/buying etc in real time as opposed to at the next party or meet up. Peer influence or purchase decision has always been huge amongst youth, it’s now going to stratospheric levels and brands which understand youths need for their constant validation within the tribe are the brands which will win.  Just goes to show that in 2010 and beyond, youth marketers really are trying to engage with the WE more than the ME.


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