Junkee Media officially launches Punkee

Junkee Media has officially launched its new title, Punkee, a mobile and social-led platform aimed at Generation Z.

The news comes two months after the youth publisher’s upfronts, where it announced it had re-branded The Vine to create the mobile-first product.

Punkee, which will be led by managing editor Tom Pitney, will feature content including reactive satirical videos, illustrations, memes and GIFS which will live primarily within Facebook, Snapchat and Instagram.

The content will also roll out across Locate by Ooh Study network. The platform also has the option of moving directly to Punkee’s offerings across Facebook, Twitter, Instagram and Snapchat.

Coca-Cola’s Fanta brand has signed on as one of Punkee’s major advertisers after seeing the new platform.

Pitney said the new platform will “celebrate all the fun stuff in life”.

“It’s exciting to be creating something completely different, often crazy, sometimes weird and always colourful for an audience that’s currently under-catered,” he said.

Junkee Media CEO, Neil Ackland, said research suggested a need for a new offering.

“Millennials are inevitably getting older with the youngest now 22 years old, we could see from our research that to really connect with the next generation coming through we needed a different offering and approach that reflected their positive and optimistic view of the world and what they are interested in at that stage in their lives,” he said.


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