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Impressing Digital Natives with Creative Play

#sxsw #GenPlay

In this session, attendees will learn how brand marketers must adapt their techniques to a tech-savvy, rewards-oriented youth audience, otherwise known as “Generation Play.” The youth market craves entertainment experiences that sync with their digital lives and demand for creative play. To illustrate the new dynamic, Mattel and Fuel will present an in-depth look into the creation of several ‘game-ified’ experiences built for properties like Star Wars, McDonald’s Happy Meal, and Barbie. The presentation will explore how brands are seeking to expand creative play and provide kids and families with more open, inventive experiences. Attendees will gain insight into the best ways to reach today’s young consumers through the development of deep, time-intensive digital entertainment experiences, and how they breed resonance and loyalty for brands looking to reach today’s most profit-yielding group.


Cindy Kang Senior Producer Mattel Inc

Cindy leads the Barbie digital team at Mattel where she is focused on global strategy, product development, original video programs, and creating compelling experiences for kids around the world. She is passionate about user engagement and enjoys helping today’s youth use digital as a means to Explore, Express, and Share. Prior to Mattel, Cindy was responsible for leading global strategy & development for Yahoo!’s Entertainment products (Y! Movies, TV, and omg!) and spent several years in IT consulting at Accenture. Cindy is a proud mother of 2 active boys.

Jeff Roach Chief Strategy Officer Fuel Youth Engagement

As the Chief Strategy Officer and Chief Creative Officer at Fuel, Roach is tasked with strategic planning and consumer trends and insights surrounding digital experiences for global youth brands. With 20 years in advertising and marketing communications, and a majority in youth marketing, Roach has launched products, developed brands, influenced opinion, and won share.

Prior to joining Fuel, Roach was the VP of strategy at Youthography, and the Executive Creative Director of Glitteration (a reference to millennials as the glitterati generation), where he worked on hundreds of youth marketing campaigns in virtually every category, including work for BlackBerry, Bubblicious, Mattel, Microsoft, Procter & Gamble, and Ubisoft. Roach started his career as an art director, and went on to become a copywriter, strategic planner and creative director, with a career highlight that includes a CASSIE award for advertising effectiveness, for his role in a youth tobacco cessation campaign.