• May 18, 2004

While NBC might not have wanted them there, a youth marketing company lobbied the attendees of the NBC upfront presentation at Radio City Music Hall with their own media strategy. 360 Youth sponsored a team of actors playing doctors and nurses, pushing gurneys with "injured" televisions through the crowd, handing out "vitamins" the company said would fortify media plans along with literature about how to reach the youth market. "For the highly sought after "millennial' consumer, marketers relying too heavily on TV advertising to reach them are making critical mistakes and are not taking the time to understand who this consumer is," 360 Youth said in a statement. "The internet, IM'ng, cell phones, test messaging, computers, electronic gaming and the proliferation of personal technology products are causing ever-increasing multi-tasking, shortened attention spans and increased demand for instant gratification." The company suggested planners and buyers should rethink the plan, the title of the campaign.