For brand-related concepts, even better than just tossing open a contest for anyone, we suggest that you recruit a group to participate based on their vision for the project.
As marketers, we must take the time to understand and respect what motivates an individual to participate in game-play and then construct our campaigns to live harmoniously within this setting.
It is up to us, as marketers, to simply weave these channels together to create an enriching experience for our customers across channels. Don't let anyone fool you into thinking otherwise.
Gen Y is at the beginning of the arc of its economic power. What we see today will be rapidly extended and expanded beyond our current context as technology evolves and the largest generation in American history begins to participate fully in the economic activity of our society.
While a reference to yesterday can certainly add an element of familiarity, finding a way to add value to a Gen Yer's life today is far more important to a brand's success than merely reminding them of their childhood.