How Mammoth Media Wrote the Playbook for GenZ’s New Rules

GenZ is the most “connected” generation — one that grew up with their mobile phones only an arm’s length away. As a mobile-first generation, GenZ consumes content differently than their predecessors. After recognizing that platforms, television studios, and media companies had a hard time reaching this younger cord-cutting audience, Science began to think about what a brand new category of storytelling and entertainment as a publisher would look like. Enter Mammoth Media.

Mammoth founder and CEO Benoit Vatere was introduced to me through a mutual friend. Despite our origins — his France and mine Oregon — we’re very similar. What I saw in Benoit was a flexibility that is crucial of an entrepreneur — adaptable in a tirelessly shifting and unexpected landscape. Because of his outlook, we hired him at Science as an entrepreneur-in-residence to lead a mobile gaming monetization network that employed deep user segmentation called PlayHaven. Through PlayHaven, Benoit built the entire mobile-focused practice inside Science’s incubator.

When we first started Wishbone, a social polling app (which became the first app in Mammoth’s network), in 2015, we utilized PlayHaven’s SDK even though the ad network was for gaming instead of media. In our weekly meeting about PlayHaven, we saw that the Wishbone app was off the charts in popularity.

That’s when we knew we were onto something with this demographic.

Science sold PlayHaven, and Mammoth Media was incubated as the mobile entertainment studio bringing content in new formats to the hands of millions of millennial and GenZ users. Due to demand for quick and satisfying content, Wishbone has built an audience of more than 22 million monthly viewers since its launch. Its popularity stems from a tap-to-vote system where users generate polls and side-by-side comparisons based on the latest cultural trends. Polls range from fashion to celebrities to humor and act as a social barometer, crowdsourcing opinions from across the U.S. and giving teens a voice and a platform to share their opinions.

In addition to Wishbone, Mammoth expanded with Yarn, a destination for micro-storytelling with a reach of 15 million people and more than 80 million stories read to date. Yarn stories are told through interactive multimedia content such as texts, photos and videos across genres including romance, comedy, mystery, horror and action. With easy-to-digest stories coming out on a daily basis, Yarn has become a dominant destination for micro-storytelling. GenZ readers enter the app four times a day for two minutes per session, using their time to tap through a robust library of short stories starring compelling new characters, celebrity influencer or interactions between some of today's most popular TV and movie characters.

Both apps are consistently ranked in the Top 100 App Store charts in the United States and this success is rooted in Mammoth’s owning of the user relationship through its proprietary platform. Rather than creating content for third parties, Mammoth is able to control the distribution and monetization of its apps.

In February of 2018, Mammoth raised a $13M Series A led by Greylock Partners to continue creating an entertainment experience for the mobile-first generation. Noticing the trend of short-form snackable content, Wishbone brought its signature style of content to Snapchat Discover, expanding its audience to devoted Snapchatters all over the world, and Yarn partnered with Marvel Entertainment to offer dozens of new adventures featuring Marvel super heroes such as Spider-Man, Black Panther, Captain America, Iron Man, the Avengers, and the Guardians of the Galaxy. Mammoth also develops Yarn content through strategic partnerships with entertainment outlets such as Archie Comics (their Riverdale and Sabrina franchises), Syfy, Sony Pictures, NBC, AMC, CW, Interscope Records and more.

As Mammoth continues to reach more than 25 million monthly viewers — it hasn’t stopped growing and innovating. Stay tuned for what’s to come!

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