Hallmark and American Greetings have been known to have difficulty targeting outside their typical 40 year old middle aged customer. American Greetings however, came up with a strategy to target Gen Y with: emoticons, video winks, postcards, graphics, widgets, and glitter text for all the major social-networking sites. By the end of February 2008 they received 12 million unique visitors to their site.

Source: Fast Company