Unfortunately, this group is probably even more media savvy than the media strategists who try and reach them. Raised with constant connectivity through cellphones, internet and emial, these techno-addicts will ignore anything that they deem irrelevant.
Edo Interactive, a Nashville-based firm that deals with Web 2.0 technology, is trying to change all of this. After spending a year studying young consumers, they developed Facecard, a prepaid credit card aimed squarely at millennials and the businesses that court them.
Launching imminently in the US, Edo's application works somewhat like Facebook with a financial twist. Applicants need to create profiles on Facecard.com, after which they will receive a card in the mail that allows them to borrow, lend, or give away money to their peers electronically.
For a fee, marketers can also send them "prewards," small denominations of instant store credit, based on their age, location, and personal interests.