Tools to target teens

If you were a packaged goods company that wanted to target your products to appeal to teens ages 13-17, where would you spend your money?
If you are gum company Dentyne, pushing the Ice, Fire and Tango chewing gums, you buy Yahoo!’s IMVironment (Branded IM) and its Launch music channel and sponsor an exclusive sponsorship new content area within subscriber-only AOL RED called RED@Night— an area “where teens can interact with a New York dance club experience via live video feed, streaming audio, chat and polls,” according to an AdWeek article.
What’s interesting about this is that Dentyne’s spending its money to use music and community to reach teens–Yahoo’s AIM client leapt ahead of AOL’s when music was added to the interface, and the RED area will be a safe party spot for teens too young to actually drive anywhere.
What will the other top teen online properties ( Bolt, Alloy, etc.) need to do to go after these dollars?
Prediction: new features–and deals– will be launched.
(Via AdWeek)

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