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How Three Brands Learned to Talk to America’s Youth

ADWEEK: How Three Brands Learned to Talk to America’s Youth Targeting digital natives

At official gathering places such as the Philmont Training Center in New Mexico, older scouts can build orienteering and geocaching skills (which rely on GPS or mobile devices) between turns riding zip lines and panning for gold. As a result, brands such as AT&T, Jack Link’s and Polaris have taken notice and discovered that a partnership with the Scouts is a unique opportunity to build loyalty among 2.7 million engaged and energetic youths, 50 million living alumni and one million adult volunteers.

To facilitate this, the organization recently launched a dedicated platform called Scouting Works, where brands can forge partnerships for marketing, media and sales opportunities with the Boy Scouts of America (BSA) that will reach youths and their families. This is done through Scout camps, special events and with magazines like Boys’ Life and the Scout’s social media and video channels. Read more

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