Generation Y is of course one of the most influential generations – in terms of marketing strategy. And marketers continue to try to follow their consumer patterns. While they should be easy to reach – they are constantly on social media and attached to a multitude of electronic devices – that is not always the case. The problem that companies have is engaging the 18-30 years olds even for a mere thirty seconds. People this age tend to skip or ignore advertisements. That is why AT&T, who spent upwards of 1.4 billion dollars on advertising in 2013, teamed up with Vice Media to reach this particular demographic.

Vice started as a small magazine back in 1994 and has since expanded into a company on the pulse of digital media with millions of visitors to their website, subscribers on their YouTube channel, and viewers of their TV show on HBO. Vice is known for outrageous stunts and cutting edge media that attract millennials. For instance, when the company arranged for former NBA player Dennis Rodman to meet The North Korean ruler Kim Jong-un, just for the thrill of having the two people meet. The content of their digital media is tailored to attract the age group that AT&T is looking to reach. Vice has gained so much popularity, they are considering the possibility of an IPO.

In the videos created for At&T, the cellphone is a background prop and has as much face time as any phone would in the day-to-day life of a 20-something. AT&T is, however, getting a lot of traffic due to the mini-series called The Mobile Movement. The idea is to embrace different types of people and cultures, and AT&T is providing the platform to do so.

The YouTube channel is run by AT&T, but you see very little of the brand or its products in the mini-series. There are documentary type interviews, a scripted mini-series, and more informational videos that discuss technological advances. Vice has come up with a campaign that inspires an attitude and a portrays a lifestyle that resonates with the young people of today.

I think that AT&T has the right idea to employ Vice to reach millennials, and I hope that they are able to capitalize on The Mobile Movement. The movement may be fun for young people to look at, but in order to have your brand taken seriously by this generation there needs to be a constant. The Movement only goes so far; AT&T needs to turn their brand into something wanted and not just what’s cool right now.