he's ceili on steroids. >> i absolutely adore these two bowties! >> rushkoff: and social media lets him share his obsessions with the world. >> oh, hey! welcome to my room! >> if you were to, like, go hog wild about somebody or put one direction posters all over their wall... >> i have no excuse for this. >> ...people might look at you weird. but on the internet, people are all about it. >> rushkoff: and guess what. getting people to be "all about" something is big business. >> ♪ put a pepsi in the motion that choice is up to you you're the pepsi generation... ♪ >> rushkoff: major corporations have long spent billions trying to get kids to engage with their products and brands. >> introducing oreo bigstuf. >> rushkoff: now that the way kids consume media has changed the companies that want to reach them know they need to change too. >> the icons of this generation are the like button, the tweet button, the reblog button. i mean, this is the biggest transformation that we've had in terms of communicating with consumers in our lifetime. in our lifeti