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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
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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.
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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
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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
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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
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