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2012 ANA Mobile Marketing Conference presented by MediaVest

This event is over.

The ANA Mobile Marketing Conference presented by MediaVest is a must-attend event for anyone who is trying to navigate their brands through this ever-changing landscape.  According to the 2012 ANA Digital/Social Media survey results; about 90% of marketers currently use or plan to include mobile marketing as part of their overall mix. The development of new mobile technologies has created enormous opportunities, providing marketers with the ability to engage their customers anywhere at any time. However, although mobile marketing is a rapidly growing area, marketers are faced with issues such as the inability to have metrics to prove ROI and the lack of understanding of mobile marketing within their organization.

When
Begins:Wednesday, November 14, 2012 at 7:30am
Ends:Wednesday, November 14, 2012 at 4:30pm
Where

583 Park Avenue
583 Park Avenue At 63rd Street
New York, NY 10036

Agenda

Tuesday, November 13, 2012

2:00pm

PRE-CONFERENCE BONUS SESSION PRESENTED BY MEDIAVEST
MediaVest
1675 Broadway (between 52nd and 53rd Streets)
New York, NY 10019
Time: 2:00pm-5:00pm

WELCOME/OPENING REMARKS

Brian Terkelson
CEO
MediaVest

AMERICAN FAMILY INSURANCE WINS WITH LOCATION-BASED MOBILE GAMING
American Family Insurance has had great success using innovative mobile ideas to boost their customer engagement.   The “Long Live Dreams” campaign boomed in the mobile space with very strong engagement rates that utilize mobile games and video.  A big part of their success has been attributed not only in the creative, but in the location-based targeting and reward-based advertising that allow consumers to donate to charity if they reach a certain point level.  This session will feature their fully integrated story, how they shaped the success, and key insights for the next generation. 

Telisa Yancy
Director, Advertising, Brand, and Media
American Family Insurance
____________________________________________

THE 3D EXPERIENCE MAKING MACHINE:  HOW MOBILE CAN MAKE YOUR COMMUNICATION DEEPER
As we move towards the end of another “year of mobile,” we need to re-think what this little machine in our pocket can really do for brands.  This little machine enhances every single experience, making it richer, deeper and more meaningful.  We need to see mobile in this way for brands.  Not as another stand-alone channel, but as a way of making everything we do in media and communications become more three-dimensional.  Mobile can (and should) be the “experience making machine” that transforms disconnected one-dimensional advertising into richer and deeper human experiences.  In this session, MediaVest will share how businesses and advertisers are tapping  into the power of the 3D experience making machine  through enhancing other channels, combining data sources and by making real life experiences more meaningful for people.

Jill Griffin
Senior Vice President, Innovation & Experience Design
MediaVest USA
____________________________________________

GOOGLE’S AWARD-WINNING “HILLTOP REIMAGINED” MOBILE CAMPAIGN
Google’s winning campaign “Hilltop Reimagined for Coca-Cola” won the first Mobile Grand Prix at the 2012 Cannes Lions ad festival.  This award-winning business-to-business campaign, part of a wider media effort, was a digital reinterpretation of Coca-Cola’s 40-year old iconic commercial “Hilltop” which allowed mobile users to buy a stranger a Coke in any city they choose.  Google will share the overall strategy and approach behind the campaign and best practices on how to leverage mobile as part of your overall marketing efforts.  You will also learn mobile best practices featured in Google’s recently released Mobile Playbook.

Mike Glaser
Product Marketing Manager
Google Display

Jesse Haines
Head of Marketing
Google Mobile Ads
____________________________________________

Wednesday, November 14, 2012

7:30am Breakfast sponsored by Mojiva
8:30am

General Session

WELCOME

Tony Nethercutt
General Manager
Mojiva
____________________________________________

OPENING REMARKS

Amanda Richman
President of Digital
MediaVest USA
____________________________________________

MONDELEZ INTERNATIONAL & MEDIAVEST: DESIGNING FOR MOBILITY
Mobile is changing the way consumers discover and interact with brands. With mobile ad spend in the U.S. expected to reach $2.61 billion this year, top marketers are catching up with consumer behavior, and changing the conversation from 'ads vs. apps' to how can brands deliver information, convenience, entertainment and social on the go.

Mondelez International and MediaVest will share how they approach the space as mobility versus simply mobile, leverage the unique opportunities it offers, and design mobility experiences with impact.

Bonin Bough
Vice President of Global Media and Consumer Engagement
Mondelez International

Amanda Richman
President of Digital
MediaVest USA
____________________________________________

WHAT PUMA LEARNED FROM WILLY WONKA
PUMA, an 88-year old apparel company, is re-imaging in-store and digital to deliver consumers experiences that are engaging, quirky and totally PUMA. Through a portfolio of mobile innovation programs including in-store micro experiences, first-of-their-kind "iPad Walls" and a social commerce and product customization program called FACTORY, PUMA is building a network of new, modern ways to reach an ever harder to reach consumer.  Find out how PUMA is leveraging mobile in the retail environment, working to captivate consumers and, most importantly, drive sales via this new set of non-traditional tactics.

Adam Petrick
Senior Global Head of Brand Management
PUMA AG
____________________________________________

HOW MOBILE AND SOCIAL REVOLUTIONIZED THE 2012 PRESIDENTIAL ELECTION
The 2008 Presidential election was ever-present and the hottest topic on the news, in real-life social conversations, within digital and social media.  Four years later, the social media and mobile tools available are even more revolutionary and innovative and are having a massive impact on the 2012 Presidential election.  Discover how the latest mobile and social technologies, platforms, and applications helped revolutionize the election process along with ground-breaking insights on how mobile affected Election Day 2012.

Jim Roberts
Assistant Managing Editor

The New York Times
____________________________________________

DISNEY PARKS MAKES MAGIC WITH MOBILE
Disney Parks clearly recognizes that mobile is crucial for deepening engagement with their customers.   In this session, Disney Parks will reveal their high-level approach to mobile marketing, key mobile lessons learned, and discuss the evolution of their highly successful Mobile Magic App.  You will also hear how Disney Parks measures success for their mobile efforts and how they have adopted their strategy globally.

Gary Daniels
Director, Product Management
The Walt Disney Company

Jay Schneider
Vice President, Product Strategy and User Experience
The Walt Disney Company
____________________________________________

12:30pm Luncheon sponsored by MediaVest
2:00pm

General Session cont.

MASTERCARD WORLDWIDE’S APPROACH TO MOBILE
Mobile money is one of the integral pieces of MasterCard’s mobile strategy.  For more than a decade, MasterCard has led the transformation of mobile phones into secure mobile payment devices. MasterCard has pioneered the development of unique mobile information services to facilitate and promote commerce, and continues to be a champion of global mobile payment standards.  Discover MasterCard’s mobile journey, what’s next in mobile payments and how the company uses mobile to get local and social.

Mehmet Pasa
Senior Vice President, Global Mobile Alliances and Investments
MasterCard Worldwide
____________________________________________

WHAT'S NEXT IN MOBILE PAYMENTS
“Would you like to pay for that via cash, credit, debit, or smartphone?”  It won’t be long before that question will be asked during virtually every retail purchase transaction.  Mobile payments are clearly on the rise.  Leading retailers are collaborating to integrate mobile-commerce platforms and are creating their own mobile wallet systems quickly.   Forrester Research, Inc. will share how key retailers are tackling mobile payments to make them an easy, secure, customer-focused experience that fits right into the retail environment.  You will also learn the challenges, successes, and lessons learned that retail marketers have seen as well as a sneak peak at what’s in “store” for the near future in this arena.

Denée Carrington
Senior Analyst
Forrester Research, Inc.
____________________________________________

ZYNGA “LEANS BACK” WITH MOBILE GAMING
By nature, mobile is a format where users tend to "snack" rather than “lean back.”  Consumers interact with their mobile devices while waiting in line, riding in an elevator, or commuting.  The usage data concludes that checking a mobile device is often simply a time-filler. This is the place where mobile gaming can take the stage as games currently represent one of the few "lean back" experiences in mobile.  In this session, Zynga will share best practices on how brands can leverage mobile games to go where no marketer has gone before.

Julie Shumaker
Vice President, Brands in Play
Zynga
____________________________________________

4:30pm Conference Adjournment

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