Mobile Marketing @ Blue Shield of California (Members Only Conference) presented by MMA

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Wednesday, June 18, 2014
8:15am Breakfast

9:00am General Session


Learn how Florida Blue used their experiential assets and social media networks to drive engagement, collect new to file email opt-ins and encourage social sharing, from a narrowly targeted audience. Sponsored activations with the Orlando Magic, Tampa Bay Lightning and Miami Heat promoted calls to actions in-venue, online and via the mobile web that initiated Brand conversations with Consumers, who in turn, received personalized digitally autographed images (Digigraphs) as rewards for their engagement.  The campaign integrated SMS, Twitter, Facebook, geo-location, pro sports sponsorships and dynamic content.

Sharon LaSure-Roy
Senior Manager, Social Media & Promotions Florida Blue
Tom Smart
COO, Co-Founder

Stop Treating Mobile Like Fixed Web – a case study from Microsoft

Formerly part of Nokia, the devices division of Microsoft has a strategic approach to mobile marketing and the US specifically is setting the standards for other Microsoft markets to follow in this area. Find out how mobile marketing is managed and assessed as part of the wider digital mix in a very competitive category.

Tejal Patel
Head of Consumer Engagement, North America Microsoft


According to a recent study from comScore and Expedia Media Solutions, travelers are a mobile savvy demographic as forty-four percent of travelers used a mobile device to plan their trip and forty-eight percent used a mobile device to dream of their next trip.  Expedia developed an app and created the Trip-A-Day Giveaway campaign, which was designed to generate awareness and drive app downloads through a consumer contest.  Discover how Expedia’s Trip-A-Day Giveaway campaign drove over 1M app downloads and what’s next on the mobile horizon for the Expedia brand.

Noah Tratt
Global Vice President, Media Solutions Expedia, Inc.
Vic Walia
Sr. Director of Brand Marketing
12:00pm Luncheon

1:00pm General Session Cont.

Maximizing Mobile's Impact in the Marketing Mix

Measuring the impact of mobile in the marketing mix is an issue most marketers have struggled with.  In this session, you will hear results from the Mobile Marketing Association’s SMoX research study which will reveal how marketers can measure the impact of their mobile spend.  You will hear initial results from the first study conducted with AT&T which will deliver real, actionable and practical insights for marketers on how to integrate mobile and make their other media work harder.

Vasillis Bakopoulos
Head of Industry Research Mobile Marketing Association

Building Loyalty in Branded Apps

The mobile app landscape has dramatically matured. As marketers we must consider how to create experiences that drive ongoing brand communication to ensure that users will remain engaged and return regularly. Learn about the evolution of brands and apps and how to drive higher engagement of users.

Doug Chavez
Global Head of Research and Content Kenshoo

Google’s Mobile Design Helps Understands Users’ Needs

Hear how brands can use mobile to successfully market to their customers. Google will share insights on how their mobile platform can anticipate users’ needs and serve them the content they are looking for.

Brendon Kraham
Director, Global Emerging Advertising Solutions Google
3:30pm Conference Adjournment