Gen Y and bringing back face time.

With the growth of social media on the web and new communities springing up – particularly for the gen y demographic -- we are missing out on socializing in the real world. Somehow our reliance on those communities has meant that we don’t need or want to continue to connect outside of the basement – where entire dramas can unfold without moving from the couch. But by doing this are we really trying to avoid that face to face time?

In the new Dentyne gum campaign, which is both print and tv ads, they are targeting Gen Y and their socializing patterns and highlighting the shift from electronic communications to “Making Face Time”. I was really taken by the print ads as I made my way home on the subway. I was like, “Yeah, I do want more face time.” Which is, I am sure, so different from what everyone thinks Gen Y wants. We want to connect with people. Online, at home, on the train, in the pub. When I investigated more about the new Dentyne campaign I checked out their website which continues to reinforce the brand. It has a counter on it to limit the time you spend on it , promoting more face time. One interesting feature is the smiley chamber of doom, where emoticons which we all used are destroyed using interesting tactics like being squished, inflated to the point of explosion, you get the point.

With social networking uptake by women evidenced by recent Facebook statistics and what we know about women and their need to nurture relationships, are women less likely to fall victim to the online social vacuum and maintain their face to face time? Hard to say, I know that I am with Dentyne and want to go back to where you actually have a physical conversation with people. Face time is back! Woo hoo.