The Millennial generation is all grown up. Now 18 to 34 years old, these confident young consumers flex their buying power with their unique preferences, values, and social connectivity. Fortunately for marketers, the Pivot conference provides a solid perspective on the Millennial mind. Designed to help “deconstruct the attitudes, motives, and methods of Social Consumers,” the first ever Pivot conference hosted 500 plus brand leaders in New York City in October 2010.

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The agenda: To get to know the Millennial generation through the insights of premier thought-leaders in social media, branding, and marketing. Hot Studio’s own Maria Giudice joined Pivot’s prestigious speakers while the Hot team worked behind the scenes with Executive Producer Chris Shipley to develop educational conference materials for all the attendees.

Collect all nine
Experts in defining strategy, Hot embraced this assignment with its classic people-centered approach. The conference materials would encourage attendees to engage with one another while educating them about the motivating forces of the Millennial generation. Job number one called for examining the core Millennial personality traits. Then Hot worked to integrate them into the conference experience in a meaningful and memorable way. 

The idea: To present each conference attendee with a deck of Pivot trading cards, each imprinted with one of nine Millennial traits and values.

The goal: To encourage attendees to collect all nine cards by trading with each other and employing the same social media tools the Millennials use themselves.

Nice to tweet you
The power of design to facilitate discussion and reinforce brand identity—it’s the driving force behind Hot’s work. At Pivot, the design of a deck of cards united an entire conference through one-to-one contact in person, by text, or via Twitter and Facebook postings. Attendees posted want ads for certain cards on Twitter. They texted lists of the cards they held. They initiated contact with their peers while reinforcing the social behavior and personality traits of the Millennial generation.

But Hot was just getting started. To help attendees truly understand this generation, Hot created Facebook pages for five fictitious Millennial users for display at random on a conference big screen. And to keep these fresh faces top-of-mind, the team sent each attendee home with four custom-made activity puzzles designed to reinforce Millennial motivations as they develop brands, products, and experiences for this unique demographic.

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