General Session

MACY'S STAGES WINTER BEACH PARTY TO WOO MILLENNIALS
To build a connection with millennials-a powerful next generation of customers-and highlight Macy's fashion brands across categories and price; Macy's worked with MARC USA to stage a winter spring break promotion targeting 10 college campuses, mid-winter, in Chicago. The pilot program was designed to attract college students to shop at Macy's for all their spring break essentials.  Communications ranged from pop-up beach parties on campuses to place-based media where students see it most - (e.g. pizza boxes) to an interactive social microsite.  Find out more about this one-of-a-kind event that delivered results and developed a new bond with Macy's future shoppers.

Robin Reibel
Group Vice President, Media Relations/Cause Marketing/Tourism Marketing and Development
Macy's

Jean McLaren
Executive Vice President, Chief Marketing Officer
MARC USA
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SONY/COLUMBIA RECORDS STRIKES A CHORD ACROSS GENERATIONS
Sony/ Columbia Records represents music from many genres with a roster that includes top artists such as Beyonce, Foster the People, Tony Bennett, and Big Time Rush.  As each musician appeals to different generations, it is critical for Sony/Columbia Records to target their marketing effectively and be authentic and relevant to the right audience.  In this session, Sony/Columbia Records will provide insight on how they reach multiple target groups through social media, partnership marketing, and celebrity talent.

Elliot Lum
Vice President, Strategic Marketing
SONY/Columbia Records
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NEW STUDY DEFINES EIGHT UNIQUE MOM SEGMENTS ACROSS MULTIPLE GENERATIONS
The role of moms within the family equation has changed over the generations. Findings from a recent study about the "Modern Family" reveal eight unique mom segments and specific generational differences exist-generation Y moms are very connected to social networks, approximately 79% network regularly. Yet, many still feel isolated. The modern mom isolation mirrors the way that many moms felt in the 1950's. Learn more about how to market to different segments of moms including some unifying themes that exist across all mom types.

Melissa Lavigne-Delville
Vice President, Trends and Strategic Insights
NBCUniversal Integrated Media
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General Session cont.

TIFFANY & CO. SHARES "WHAT MAKES LOVE TRUE" IN NEW YORK CITY
Founded in 1837 in New York City, Tiffany & Co. has a rich heritage filled with celebrating events, artists, and milestones that live on today in legendary style.  The Tiffany & Co. brand also has a strong connection to love and marriage proposals as many people aspire to receive an engagement ring in a Tiffany Blue Box.  Tiffany & Co. leveraged their brand connections to love, marriage, and their New York City legacy through their recent "What Makes Love True" digital marketing program which provides Tiffany's unique guide to matters of the heart.  Find out how Tiffany & Co leveraged the "What Makes Love True" campaign to make an emotional connection among consumers of all generations and how they collaborated with Sony/Columbia Records on music for this effort.

Adina Kagan
Vice President, Global Marketing
Tiffany & Co.
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MIKE AND IKE® AND HOT TAMALES® TARGET MILLENNIAL CONSUMERS WITH MOBILE MARKETING
Candy maker Just Born Inc. ran a promotion that incorporated mobile bar codes into their popular Mike and Ike and Hot Tamales sweets. The promotion allowed consumers to enter for a chance to win music, candy, and gear with an instant win option or a random drawing at the end of the promotion. Just Born also tapped into their social media presence to drive awareness of the campaign. Find out how Just Born was able to connect with their core demographic--teens and young adults--by combining their love of music, candy, and mobile applications to create immediate interest and a successful promotion.

Donald Houston
Senior Brand Marketing Manager
Just Born, Inc.
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