1. Buying and Selling “Cool” Link to video http://www.pbs.org/wgbh/pages/frontline/ shows/cool/view/ http://www.pbs.org/wgbh/pages/frontline/ shows/cool/view/ Note: There will be a prompt asking you to select your local TV station on the homepage. You need to select your geographic location to view the video. If you are in Canada, select the nearest area in the U.S.

2. o Teenagers have a lot of disposable income because they don’t have to pay rent etc. o Hollywood targets teens o Teens run today’s economy o On average, teens are exposed to 3000 discrete ads each day o They identify and find trend setting kids o Sprite partnered itself with Hip hop music Important points from the video

3. o Focus Groups – interview kids. Give them questionnaires etc. o Cool Hunters look for trend setters. People who are the first to adopt trends. o They Take pictures of these kids o Charge $20,000 to look at the pictures o Throw parties and give out free stuff o Go into kids rooms and look in their closets and ask them questions about friends, clothing and interests

4. Questions… 1. What was popular in the video at the time it was made (early 2000s) (name 4) 2. What is popular now? (name 4) 3. What has replaced the midrif shirts? 4. Describe the “mook”. What does he do? 5. What has replaced the bands – Brittney Spears and Slipknot? 6. Name the ways that companies stay on top of “cool” according to the video. 7. When does “cool” stop being “cool”?

5. Cool Hunting Search for Trends Setting Kids - 20% who will influence the other 80% Search for Trends Setting Kids - 20% who will influence the other 80% Take pictures of these kids and interviewed them Take pictures of these kids and interviewed them They upload the picture to a website called “Look Look” and charge companies $20,000 to view the trend setting kids They upload the picture to a website called “Look Look” and charge companies $20,000 to view the trend setting kids

6. Focus Groups Kids were handed sheets with pictures of Brands and Celebrities on it Kids were handed sheets with pictures of Brands and Celebrities on it They were asked to circle what was cool and put an x through those things that were no longer cool They were asked to circle what was cool and put an x through those things that were no longer cool

7. What is the relationship with Sprite to Hip Hop music? Sprite was trying to say that they understood teens Sprite was trying to say that they understood teens Hip Hop music was very popular during that time period Hip Hop music was very popular during that time period Sprite partnered with Hip Hop artists Sprite partnered with Hip Hop artists

8. What are College kids paid to do? They are paid to go to parties and hand out free drinks, food and/or flyers They are paid to go to parties and hand out free drinks, food and/or flyers Paid to go to chat rooms and post comments about certain products Paid to go to chat rooms and post comments about certain products

9. What message was the Grant Hill commercial sending to kids? Don’t listen to Stars (who are being paid millions of dollars) to tell you to drink their product Don’t listen to Stars (who are being paid millions of dollars) to tell you to drink their product However, Grant Hill is a star who was being paid millions of dollars to deliver that message However, Grant Hill is a star who was being paid millions of dollars to deliver that message

10. Describe the study of John What sorts of things did they want to know? Wanted to see his closet and his favorite pieces of clothing Wanted to see his closet and his favorite pieces of clothing Dating life – his girlfriend Dating life – his girlfriend His favorite bands – showed CDs His favorite bands – showed CDs Relationship with his parents Relationship with his parents