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Insight: Under 21s are looking for new ways to interact with their peers and for the opportunity to have their opinions and contributions taken seriously.
Opportunity: Create games that under 21s can play with each other will show TalkTalk is focused on them. An free all-ages music festival with the artists selected by under 21s demonstrates Talk Talk cares about their opinions. An app that enables under 21s to create with and connect with their peers will prove that TalkTalk is committed to their creative output.
When starting new chat sessions on SnapChat, WhatsApp, and BBM, the app splash page will invite users to play "Would You Rather?", by forwarding the question to their friends. Curated user generated questions will also be sent.
To keep the interaction fresh, seasonal texts will be sent throughout the year. These are sample Halloween texts.
In summer, TalkTalk will throw a free all-ages Music Festival. The festival lineup will be chosen by the fans. Musicians will be promoted around schools and universities and also on social networks. The final lineup will be revealed by radio stations.
Although the date and festival lineup will be announced ahead of time, the exact location will be a mystery until the day of the festival. Like participants in a scavenger hunt, festival goers need to share information to discover the exact location.