Sponsorship & Event Marketing
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NETWORKING BREAKFAST (9:00 - 9:30)
INTRODUCTIONS (9:30 - 9:45)
I. BANK OF AMERICA EXTENDS ITS REACH AND MESSAGE THROUGH SAN FRANCISCO GIANTS SPONSORSHIP (9:45 - 10:45)
In this session, Charles Greenstein, SVP Global Sponsorship Marketing, Bank of America, will share details about an integrated sponsorship marketing program they developed in support of one of the company's largest new product launches. Hear how Bank of America extended its intended message to reach and engage the San Francisco Giants fan base, and how they put a comprehensive measurement plan in place to track program performance against brand and product metrics. Charles will share why this program is a benchmark for successful activation and how it helps inform their sponsorships activation going forward.
Charles Greenstein, SVP Global Sponsorship Marketing, Bank of America Group
II. LAUNCHING A TV SHOW THROUGH BRAND INFLUENCERS (11:00-12:00)
A&E was preparing to launch their new show "Shipping Wars" and to drive buzz and anticipation leading up to the premier, they created a mobile tour that would drive engagement both offline and online, compelling viewers to watch the trailer, engage with the show's TUMBLR page, and become online advocates before the launch. The focus of the tour was a 10-day, cross-country trip of a 60-foot Gnome, but to amplify their reach and generate mass engagement, A+E embedded a group of highly powerful brand influencers into the program, including 1 who travelled with the gnome. Through a series of social media triggers, online and offline experiences and continued compelling commentary from the road, hundreds of thousands become transfixed with "the journey of the Gnome", and ultimately 3 million people tuned in to the premier of Shipping Wars.
Lori Peterzell, VP Consumer Marketing - A&E Networks
Jason Metz, SVP Client Strategy - Awestruck Marketing Group
LUNCH (12:00 - 1:00)
III. AMERICAN EXPRESS LEVERAGES ACCESS AND INNOVATIVE TOOLS TO INCREASE SPONSORSHIP VALUE (1:00-2:00)
American Express continues to be a leader in the sponsorship and event marketing industry by creating innovative programs that provide unique value to its customers through partnerships with world-class properties such the US Open Golf Championship and US Open Tennis Grand Slam. Each year, American Express successfully increases the value of their sponsorships by providing new tools to develop deeper customer engagement like the US Open Course Curator, event smartphone apps and initiatives with Foursquare. In this session, David Eisenberg, Senior Manager, Global Sponsorship & Events, American Express, will discuss the evolution and implementation of the company's new tools for sponsorship activation. David will also discuss the importance of access as an element of service to American Express customers at events, as well as how it fits into the company's overall sponsorship strategy
David Eisenberg, Manger, Global Sponsorship & Events, American Express