The teen collectors

Your Children’s Collectables feature (MW 17 February) showed that books are the item most collected by children aged 6 to 11. Beyond the age of 11, The Marketing Store’s Wendy Lanchin states that interest in collecting begins to drop off as the audience become teenagers and shift their interests online.

However, collecting is alive and well among teenagers – but today, it’s increasingly digital items that they swap.

Virtual goods have created an incredibly strong social currency online, something that can be witnessed firsthand in Habbo Hotel. The teenage community has created its own economy where they collect and trade everything from a virtual birdbath to jukeboxes. Last year, users traded around 1.4 billion items. The behavior of collecting items once displayed in the playground has grown up and moved online.

As Lanchin quite rightly points out, for brands to enjoy a strong level of acceptance and advocacy with collectable goods, they need to allow people to exert their individuality through their collections. This is exactly what brands are doing on online communities, creating in essence virtual content and giving it to teens for them to express their creativity in their own spaces, however they see fit.

For example, in a recent partnership with Capri Sun, the Habbo community was offered the chance to collect branded virtual goods by engaging with Capri Sun both online and offline. The limited availability of these items quickly made them highly collectable and much sought-after by teens, creating a new social currency that young people are only too happy to collect.

Phil Guest
Executive vice-president global ad sales
Sulake

Recommended

Door drop may be a dinosaur but it still kicks

Marketing Week

Your article about the spike in use in door drop marketing (MW February 10) was illuminating. Unaddressed mail is often derided, a bit like a classic car – attractive but old-fashioned. However, in modern times this is one dinosaur that still kicks like a T-Rex. As the article points out, technology is very much behind […]

Orange card is all about loyalty

Marketing Week

Orange is causing much debate in the financial services sector with its launch of the UK’s first major contactless pre-paid card. Among its many virtues, the card will allow customers to make fast payments on the high street, without the worries of carrying cash or spending beyond their budgets. These qualities are particularly ideal for […]

Paywalls not the only answer

Marketing Week

It is interesting to see that The Sun is delaying putting its content behind a paywall. The commercial success of the online paywalls implemented by The Times and The News of the World is still under scrutiny, as The Sun looks for ways of monetising the relationship with visitors to the site. There are significant […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber


    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now