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Multi-Screen Marketing Members Only Conference presented by Microsoft Advertising

This event is over.

Today's consumers interact with media throughout their day including their home, work, and everywhere in-between. Multi-screen marketing leverages several different platforms including mobile, tablet, PC, gaming, television, cinema, and video. According to a recent study conducted by Microsoft Advertising and Wunderman, in the past 30 days seventy-five percent of consumers 35-64 years old made a purchase online, communicated through social networks, watched a user-generated video, sent an instant message, and/or played a game online. Consumers are constantly engaging in more activities across multiple screens-how are you tapping into this captive audience? Hear how top marketers such as Microsoft Corporation, Post Foods, Six Flags Entertainment, Turbo Tax, and Volvo Cars of North America, LLC have launched successful and innovative multi-screen marketing campaigns by capturing their audiences' attention.

Join us for a fun and informative day presented by Microsoft Advertising hosted by Microsoft Corporation in New York City. This event is free to ANA members and limited to ANA members and invited guests.

When
Begins:Thursday, May 12, 2011 at 8:15am
Ends:Thursday, May 12, 2011 at 3:00pm
Where

Microsoft
1290 Avenue of the Americas, 6th Floor
Central Park Conference Room
New York, NY

Agenda
8:15am Breakfast
9:00am

General Session

VOLVO DRIVES RESULTS ON MULTI-SCREEN PLATFORMS
Volvo is gathering speed in the mobile arena with their new cross-platform advertising campaign promoting the S60 model. As Volvo realized that consumers are using their mobile devices to conduct research and shop, Volvo worked with its mobile agency to develop a mobile website where consumers only need to push a button to view images, videos, and additional information on the S60. Find out how Volvo is embracing multi-screen marketing and interactive video ads that have resulted in a higher response rate compared to other types of media running during the same time.

Linda Gangeri
Manager, National Advertising
Volvo Cars of North America, LLC
____________________________________________________

TURBOTAX TAKES THE SINGLE-SPONSOR APPROACH ON MULTIPLE SCREENS
TurboTax took over three hours of NBC prime-time and digital and was the sole sponsor of the movie "National Treasure". TurboTax was the only advertiser for the 35 minutes of commercial time during the broadcast which included regular spots along with special "shows within the show". In those custom spots, three teams competed on a treasure hunt to win $50,000 for charity and the winning team was revealed at the end of the show. This was a dual screen experience, and viewers were able to play along online or on their mobile devices. Discover how TurboTax broke through the clutter during tax season through an innovative sponsorship on multiple screens.

Gary Kleinman
Consumer Group Brand Strategy and Advertising Leader, TurboTax
Intuit Inc.
____________________________________________________

POST FOODS REACHES HISPANIC CONSUMERS WITH MULTI-PLATFORM PROGRAM
In order to reach modern-day Hispanic consumers, Post Food's Honey Bunches of Oats joined with MV42°, a division of Starcom MediaVest Group, and Telemundo Communications Group to create a new multi-platform initiative centered on the brand's "Pensemos Positivo" campaign. The 360° multi-platform program consisted of on-air promotion with Telemundo and mun2 through in-show sponsorship elements as well as a 30 second "Pensemos Positivo" vignette featuring "Levantate's" Rashel Diaz. Social media was also used to feature related exclusive content and supply additional promotional support. Learn how Post Foods connected with their Hispanic consumers with an integrated effort on multiple screens to drive results.

Leah Dunmore
Vice President, Marketing
Honey Bunches of Oats, Post Foods

Steven Wolfe Pereira
Managing Director
MV42°, a division of Starcom MediaVest Group
____________________________________________________

SIX FLAGS TEAMS UP WITH HOLLYWOOD FOR MULTI-MEDIA MARKETING
Six Flags is teaming up with Hollywood studios to look at multi-screen marketing opportunities to promote new movies. Recently, Six Flags worked in conjunction with Hollywood to promote the "Karate Kid" at 10 different Six Flags. Six Flags used digital menu boards, TV screens, and exhibitions in which children and teachers performed karate-video clips of the performances were uploaded to Yahoo! Hear more on how Six Flags is working with movie studios and using a variety of multi-screen options to reach audiences.

David McKillips
Senior Vice President, Partnership Marketing & Corporate Alliances
Six Flags Entertainment
____________________________________________________

USING CONSUMER INSIGHTS TO DRIVE CROSS-PLATFORM CAMPAIGN SUCCESS
Consumer adoption of multi-screen media is moving to the mainstream-and the most innovative brands are providing richer, faster and more engaging cross-platform experiences in order to meet these new consumer need-states. But it's not always easy. Microsoft Advertising will share the multi-screen consumer insights and lessons they've gleaned over the past year, and then take a deep dive into captivating cross-platform success stories from three top brands. We'll close the session by revealing how msnbc.com has partnered with TODAY to create cross platform success.

Learn:

  • What consumers expect from multi-screen experiences
  • How to leverage the "personality" of the medium to deliver the most relevant message
  • Why 3+ screens add up to so much more than the sum of their parts

Kelly Jones
Marketing Insights Manager
Microsoft Advertising

Rick Song
General Manager, East Region
Microsoft Advertising

Laura Hagan
Senior Director, Integrated Sales
msnbc.com

3:00pm Adjournment

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