This report provides an overview of the analysis of the assignment, the branding strategy and the product development of Getipt. The assignment was commissioned for a graduation project. The assignment was ‘to develop a marketing plan to launch Concept X in October 2016. This marketing plan is supported by branding touch points that will come out of an appropriate branding research. Further, the project will expand the development of Concept X for 2020, by designing a brand experience based on stimulating the social interaction between people’. The Millennials, also known as the smartphone generation or the sharing conversation, are a critical target group for RTL Nieuws, since their audience rate of RTL Nieuws has decreased over the last couple of years. The 4C-analysis and the benchmarking research were all conducted through a user-centered approach. Both qualitative as quantitative methods were used to get insights in what the target group, Millennials, perceive as important and relevant when reading news. The analysis has shown that Millennials feel overwhelmed with the overload of news information. They are in need for a filter. The consumer research has shown that three aspects are important for Millennials when reading news: creating an overview, providing reliable news updates and develop an attractive layout for the news platform. The literature research has shown that Millennials want relevant, accessible and objective news updates. The objectivity is mainly important, since the Millennials want to be free to develop their own opinions. News is seen as a tool to start a conversation or to talk about during a conversation. The Millennials feel a need to stay up-to-date, in order to join the conversation. The social aspect is therefore seen as a critical element for Millennials, since they do not want to lag during a conversation and they do want to know what their friends are reading. Getipt is a new news platform, powered by RTL Nieuws. All content of the RTL Nieuwsgroep will be reviewed by an own redaction, which will implement the content in the home feed of the users. The redaction Getipt will also develop own content. The user can rate articles as interesting or as not interesting. Through on an algorithm, the user will receive news updates within his/her interest level. Within Getipt the user will see the articles below each other, through a visual including the header, time and friends who rated the article as interesting. This friend-option is the unique element of Getipt. Users can recommend articles in-app by using the ‘tippen’ feature. For each article the user has recommended a friend, the user will receive points. For each recommendation that is being liked by their friend, the user will also receive points. These points can be used for creating an own discussion form, discussing news with experts within RTL or to share points with their friends. The unique aspect of Getipt, compared to other competitors, is it’s positioning in the market, which is focused on ‘engaging’. Engaging people with and by news creates the unique selling point that people can discover news with each other. The reason for this social engagement is that the research has shown that the Millennials read news for two purposes: for their own knowledge growth and for staying up-to-date for their friends. By recommending articles, seeing which articles are being liked by friends and by discussing news articles with their friends in the forum option, the users will always stay up-to-date when using Getipt. Compared to other competitors, who only add Facebook as a social engagement tool, Getipt creates the opportunity to make a forum with your own friends. The harmful discussions that are occurring on Facebook are being diminished, since it is only possible to discuss news with your friends in Getipt. Getipt makes news more relevant, due to the personalized news updates and due to the link with friends. In this way people are always up-to-date in their own social life. The combination of gamification and actual and factual news is a strong proposition in the news market. For further research it is useful to create a study on the perception of Millennials towards RTL Nieuws. Getipt, which is powered by RTL Nieuws, might result in a negative association according to the branding link with RTL Nieuws. In addition, it is interesting to find out what the perception is on the content of the RTL Nieuwsgroep. The design of Getipt 2020 has to be tested with a large test group, in order to make sure that the interaction of the product is clear, easy understood and fast (all guiding principles in the big idea). The marketing plan has not been completed in this report. It is useful to find out what types of channels are useful to invest in, in order to reach the target group. The message itself should be tested if it is clear and attractive enough for Millennials to discover news with each other. The business model of Getipt has to be explored. The revenue model, the sales proposition etcetera are still unkown. The future vision for Getipt is to create own content. It is therefore important to analyze what kind of content could be unique, compared to other competitors, and suitable for Getipt.