Wednesday, August 17, 2016
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8:15am
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Breakfast
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9:00am
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STEPHANIE MCMAHON: 24/7 STORYTELLING AND GLOBAL BRAND PARTNERSHIPS
Discover how WWE has become a global leader in entertainment from keeping millions of passionate fans engaged 24/7 across multiple platforms, to creating a compelling content ecosystem that allows for integrated partnership activation with blue chip global brands.
In this session, Stephanie McMahon, WWE Chief Brand Officer and TV personality, will provide key insights into how to capture audiences’ attention while driving cross-platform sponsorship opportunities across WWE TV programming in more than 180 countries and 25 languages, 350 live events each year, and through the company’s digital and social media platforms, which includes more than 650 million social media followers around the world.
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Stephanie McMahon
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Chief Brand Officer
WWE
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COCA-COLA: ENHANCING THE CUSTOMER EXPERIENCE
Baseball fans in New York got a special treat when the Mets returned to Citi Field to start the 2016 season. The stadium was converted to a Coca-Cola venue during the offseason, joining the list of teams around the league who are part of the Coke family. Of course, this means more than having delicious Coke products available around the park. In New York, it meant transforming parts of the stadiums to ensure fans receive a Coca-Cola experience that goes beyond the bottle. In this session, Dori Silverman, Regional Marketing Director of Field Execution at Coca-Cola North America, will discuss how its focus is all about an enhanced fan experience.
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Dori Silverman
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Regional Marketing Director
Coca-Cola North America
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10:50am
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Networking Coffee Break
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11:20am
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HPE: MAKING SPONSORSHIPS WORK FOR B2B
The distinction between B2B and B2C sponsorship strategies has always been significant for HP. In 2015 when the company separated to form two new organizations, HP Inc. and Hewlett Packard Enterprise, the need to focus on this distinction became even greater. In this session, Cyndie Wang, Sr. Director for Global Sponsorships and Alliances at Hewlett Packard Enterprise, will discuss how the focus of this new organization’s strategy has evolved for an exclusively enterprise audience. Meaningful partnerships with key customers like DS Virgin Racing and DreamWorks Animation have enabled HPE to develop a 360 strategy that provides compelling case study material, relevant customer engagement opportunities and ATL visibility.
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Cyndie Wang
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Senior Director for Global Sponsorships and Alliances
Hewlett Packard Enterprise
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12:10pm
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Luncheon
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1:10pm
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BANK OF AMERICA CREATES MEMORIES WITH #MLBMEMORYBANK
From backyards to the Major League, baseball creates memories that last a lifetime. In this session, Michele Barlow, Senior Vice President, Enterprise Marketing & Channels executive at Bank of America will provide insights into the bank’s successful #MLBmemorybank campaign and their innovative, integrated approach to partnerships. Last year, the MLBmemorybank campaign helped over 20,000 people across America share their favorite baseball memories. After a strong first year, the campaign is back for another season in 2016.
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Michele Barlow
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Senior Vice President, Enterprise Marketing
Bank of America
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PRUDENTIAL FINANCIAL: ACTIVATING A TITLE SPONSORSHIP
For Prudential, Hispanics were identified as a key growth segment, yet research indicated that members of this group were disengaged with the Financial Services category. To break through these barriers, the company is making a concerted effort to engage and provide financial services and product solutions to the Hispanic U.S. market segment. In this session, hear how Prudential partnered with a top Hispanic influencer brand to deepen engagement and drive leads by enhancing the company’s footprint in the Hispanic community and creating awareness about its commitment to supporting Latinos’ financial empowerment. The company implemented a multi-faceted approach including a number of event activations and gamification. Each marketing activation was synced with a concentrated social media platform resulting in the company ranking as the top trending brand throughout the partnership experience. An added bonus was the cultivation of Millennial and Gen-X influencers and their followers.
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Dorinda Walker
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Vice President, Consumer Strategy & Key Initiatives
Prudential Financial
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