The Agency at the University of Florida today launched Mavy, a virtual community of millennials, created and managed by millennials, to provide advertisers and marketers insights about products, concepts and ideas.
Millennials (born between 1980 and 1998) from anywhere in the U.S. can apply to join Mavy at mavycommunity.com.
MAVY is a first of its kind virtual community uniquely tailored to this segment of the population. Rather than online surveys, members are engaged through short quizzes, discussion forums, mobile chats, games and video missions. As a reward for participating, members earn badges and receive points redeemable on Amazon.
Offering this entertaining and fun alternative to dry, time-consuming online surveys, results in broader participation and richer, more reliable insights.
The need for MAVY is driven by the outsized influence of this often-misunderstood, dynamic group of people. With a population of 80 million, comprising 50 percent of the U.S. workforce by 2020, and wielding a trillion-dollar purchase power over the course of their lives, millennials hold the future success or failure of brands squarely in their hands.
In addition to being a valuable tool for brands, MAVY also provides millennials with a channel for their voices to be heard, enabling them to reclaim the narrative of their generation.