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Social Media

This event has ended.
Begins: Tuesday, October 4, 2011 at 9:00am
Ends: Tuesday, October 4, 2011 at 2:30pm
Location: ANA
33rd Floor
708 Third Avenue
New York, NY 10017

Meeting notes are available to current, logged in Members only.

9:00-9:45am Networking Breakfast
9:45-10:00am Introductions, Review of Agenda


I. MASTERCARD STRENGTHENS LOCAL BONDS THROUGH SOCIAL MEDIA (10:00-11:00)
MasterCard is leveraging social media to build relationships with New Yorkers through the "MasterCard Priceless New York" campaign. Using tools such as Facebook Places, Twitter and QR codes, MasterCard is connecting with customers as they participate in a scavenger hunt throughout New York City's landmarks and vie for access to unique local experiences presented by MasterCard. Liz Birenbaum, Vice President, Global Interactive Marketing, MasterCard Worldwide, Elaine Lawson, Director, US Marketing, MasterCard Worldwide and Chad Wilson, Account Director, R/GA, will discuss their partnership with Facebook Places for their "Priceless Campaign" as well as the strategy, activation and key learnings from other initiatives within MasterCard's social media arsenal.

Speaker:
Elaine Lawson, Director, US Marketing, MasterCard Worldwide
Liz Birenbaum, VP, Global Digital Marketing, MasterCard Worldwide
Chad Wilson, Account Director, R/GA


II. FROM STUNT TO STRATEGY: MINI USA'S SOCIAL MEDIA EVOLUTION
(11:15-12:15)
In this session, Tom Salkowsky, Manager, MINI Marketing, MINI USA and Chris Cardinal, Group Business Director, Butler, Shine, Stern & Partners will share the evolution of MINI's social media strategy. The team will discuss how MINI's dare to publicly challenge Porsche to a race turned into an Effie Award winning social media campaign. They'll also provide a behind-the-scenes look at how that foray into social media is evolving into an "always on" strategy for the brand. They'll explore the importance of community, maintaining the brand's unique point of view and measuring what really matters.

Speaker:
Tom Salkowsky
, Manager, MINI Marketing, MINI USA
Chris Cardinal
, Group Business Director, Butler, Shine, Stern & Partners


III.
HBO AND CAMPFIRE IGNITE 'GAME OF THRONES' FAN COMMUNITIES (1:00-2:00pm)
In today's marketplace, the most powerful brand experience is the one you share with your audience. When it came to introducing its new television series 'Game of Thrones,' HBO turned to Campfire, a marketing agency that uses storytelling to launch products and change perceptions. Together, they created a visceral, multi-sensory fan engagement program that immersed people in the world of the new show, where they could smell, hear, see, touch and taste their way to the premiere. The program was designed to generate social buzz and grow a broad following for the series by combining digital engagement with physical reality. Join Sabrina Caluori, VP of Social Media and Performance Marketing at HBO, and Jeremiah Rosen, President of Campfire, as they explain how applying old storytelling techniques across new media channels creates experiences that can be shared and amplified.

Speakers:
Sabrina Caluori
, VP of Social Media and Performance Marketing, HBO
Jeremiah Rosen
, President, Campfire

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