Most teens have felt secure in having their own social environment without any adult interruptions on Sites like Facebook and MySpace. They go about their day of endless social engagement knowing the adults of the World will not venture into their network. The past few years have been great for them uploading cell videos, talking trash about an “ex” friend and sharing the latest hot spots. But today this has become a false sense of security and it’s developing at an alarming rate. Many teens will remember the day when they received an email that mom requests you as a friend on Facebook.

A recent study by The NPD Group (Port Washington, N.Y.) shows that social networking Sites are now being adopted by baby boomers (aged 44-61). In the study more than 41% of “boomers” have visited social networks such as MySpace or Facebook and 61% have been to Sites with streaming or downloadable video.

Adults have been shifting towards youth-centric places on the Web and finding that there’s many applications for their lives. Marketers need to examine this expanding platform for sharing their client’s goods and services.

BMW (with an average buyer aged at 45) used Facebook earlier this year to promote its new 1-Series. Cartier, the brand known for diamond necklaces and expensive watches created a MySpace page promoting its latest collection. They also aligned with several musicians providing a sensory rich experience.

So what is the older generation doing on social networking Sites? A study by Forrester Research showed that older social networking users are there for different reasons compared to the youth of today. They’re less likely to leave messages or interact with other users. It appears that they’re visiting these Sites for information while younger audiences are there to engage with other members.

So why not have their own social networking Site? We’ll a year ago BOOMj.com was born where flower power meets social networking. Others have more accurately described the Site as MySpace meets Amazon.com for the over 40’s. This unique combination merges the information “Boomers” are interested in with a platform for social exchanges. There’s only one problem, which is with the name “BOOMj”. People over the age of 40 don’t like to be referred to as “Baby Boomers”.

I believe the winning advertisers of the future will be the one’s that successfully fit social networking into their marketing mix. But before I start thinking about some more ideas to market in these environments I’m going to check to see if my mom has a Facebook account.

I should first mention that I’ve never been a fan of the “Cola Wars” — our taste test shows that nine out of ten sugar water drinkers love our product better than our competition. I'm typically seen rolling my eyes anytime these spots appear because I don’t succumb to the idea that if I’m not one of the nine I’m not part of the “in” crowd. So when Domino’s started running their “Us vs Subway” taste test spots promoting their new line of oven baked sandwiches my eyes did their usual “roll” with a few figure eights.

While trying to get a foothold in the sandwich category Domino’s was able to at least get Subways attention, which resulted in a cease-and-desist letter. Domino’s reaction? They tasked their advertising agency (Crispin, Porter & Bogusky) to come up with a response and they did in a big way.

In prime time, during Fox’s “American Idol” program, the pizza chain continued the fight through CEO Dave Brandon who proceeded to toss the letter in a pizza oven. He made his point.

Domino’s also placed the TV spot on the homepage of their Web site. Site visitors were invited to click a button and watch the image of the letter (with the Subway logo) burn. As of this post it has “baked” more than 61,000 times.

For once I’m enjoying the food fight, which is reminiscent of a few I experienced in my high school cafeteria. A legal battle is likely to ensue but I’ll be more interested to see the viral marketing effects and the revenue numbers for Domino’s when the dust has settled.

The Domino’s delivery guy just arrived (in under 30 minutes) so I’ve got to go. Post your comments on what you think of of the Domino’s strategy. I’ll get back to you after I wash down my oven baked sandwich with a Coke or Pepsi.

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