Pictured above, “Paparazzi” sunscreens in Brazil turn a dashboard into a FameUs cultural commentary.

A recent survey of Millennial teens by the Barna Group showed that over 1 in 4 believe they will “probably” or “definitely” be famous or very well-known by the time they are twenty-five.  

Some might say these Millennial teens are delusional and blame it on their over-empowering Boomer parents.  But that would be to miss the point.  Because these Millennial teens are part of a fundamental shift that has taken place in the boundaries of our private and public selves, one that Andy Warhol saw coming, long before the invention of the Internet: “in the future, everyone will be famous for 15 minutes.”

What do you suppose distinguishes the 1 in 3 who expect to be famous from the 2 in 3 who do not?  Would it be any surprise to learn that they are extroverted, plugged-in, creative and socially influential?  In other words, the 1 in 3 destined-for-fame undoubtedly match the psychographics that are most valued by almost every brand in the marketing business.

Extroverted, plugged-in Millennials have all had the repeated experience of directly contributing to the fame of other people just like themselves.  They’ve voted, liked, commented, forwarded, reposted, tweeted and retweeted—directly making previous nobodies become well-known, famous or even superstars.  They haven’t just seen it happen.  They’ve made it happen. 

Millennials live in daily intimacy with their celebrities—just as they are, uncut and unplugged.  Starting with Puck in Real World, and coming all the way to Kim Kardashian, Heidi Montag and Snookie, there are a myriad of celebrities who got famous just by being themselves, not through portraying fictional characters.  And Millennials hear the most intimate thoughts and daily experiences of any young celebrity they are interested in.  Who adores who now?  “I am your whore,” proclaims Lady Gaga to her fans, her “little monsters.”

Welcome to the culture of FameUs: the ever-widening sense of intimacy we have with our celebrities, the feeling of control we have over their self-expression and the sneaking suspicion that we ourselves are going to be famous.

My company, Mirrorball, has a unique marketing culture that grew out of founder Michael Blatter’s early career experiences in building and managing some of the hottest nightclubs in New York and Chicago.  Michael learned from experience that the perfect club night involves the same kind of emotional transport: being around celebrities, or people who feel like celebrities, and beginning to feel like one ourselves: special, entitled, recognized, beautiful in our own way. 

The trailblazer of this trend, Andy Warhol, spent his nights in clubs at a time when they emerged as the primary means by which the cultural cutting edge enters the mainstream.

So there’s your new target audience.

Celebrities.

“OK,” I hope you’re thinking, “maybe you’re right; so what does that mean I have to do differently?  Do I have to start giving everyone expensive gift bags and dive into an endless procession of awards shows and glitzy after parties?”

Maybe.  But our first advice at Mirrorball is: Make sure your own brand behaves like a celebrity.  Because, celebrities like to be around other celebrities.

Here are four ways for brands to be relevant in a FameUs culture.

1.  Be special.  Control your appearances.

Mirrorball recently introduced Societe Perrier, a nightlife insider’s program in New York City that helps young influentials rediscover this classic brand in the context of cutting edge nightlife. 

Specialty artwork, with a nearly secret backstory, superb POS and Brand Ambassadors helped produce some spectacular results, powering this brand into the consideration frame it deserves.  As a result, the program is being expanded globally.

2.  Consider being a celebrity sidekick to your FameUs consumer.

Tapping into FameUs doesn’t mean you have to be grandiose.  You can also be a great celebrity sidekick.  Electric-blue-colored Hpnotiq liqueur was saved from Death by Novelty by finding a new role as a valuable fashion accessory to the cultural space we at Mirrorball know very well as: Girls Night Out.  Girls Night Out is all about flaunting it and enjoying the attention.  A sweet, beautiful and attention-getting cocktail plays a perfect role here.  

The same humble approach was used by Post’s Natural Advantage cereals when they offered pre-ride breakfast to Harley riders at this year’s Sturgis.  It’s one thing to offer someone a free sample of cereal, it’s another to do so in the emotionally charged cultural context of the Harley brand and the Sturgis Festival.

3. Don’t take yourself too seriously.

In a FameUs culture, what could be more disarming than the deliciously grandiose Most Interesting Man in the World?  Here’s a perfect tongue-in-cheek fantasy of celebrity that nevertheless gets its point across: our beer is too interesting to waste your time with a pedestrian message.

4.  If you screw up, recover with style

Think of Domino’s “We admit we suck” campaign as Celebrity Rehab for Brands. 

It has the complete narrative arc of recovery: an intervention, a change of heart, public amends and continuing admissions of guilt and accountability.  And everybody involved—consumers, employees and company management—ends up…FameUs.