Integrated Marketing presented by Microsoft Advertising (Members Only Conference)

Breakfast

General Session

BOSTON BRUINS LAUNCHES A DIGITAL NETWORK TO CONNECT WITH FANS
Like many organizations, the Boston Bruins’ managed their digital and social media efforts independently. In a novel approach, they recently integrated all of their digital, mobile and social online assets under one umbrella brand, the Bruins Digital Entertainment Network, to enable the team and its fans to communicate and share content in whatever format and medium they choose to get it. Discover how this network allows the Boston Bruins to gain a better understanding of the digital habits of its younger fans, optimize their digital efforts across all platforms, and develop new marketing and sponsorship initiatives.

Jen Compton
Vice President of Marketing
Boston Bruins and TD Garden
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ACE HARDWARE: FINDING LOVE FOR PAINT THROUGH AN INTEGRATED MARKETING CAMPAIGN
With only 54% awareness that Ace sells paint among its loyal customers, Ace developed its first-ever integrated paint marketing campaign, called Find Your Soul Paint™. Find out how Ace expanded on this idea beyond TV commercials by creating content that personified the colors of the new Clark+Kensington® paint+primer in one. See how the creation of these robust, accessible personas and use of the Soul Paint™ characters across multiple channels helped connect and engage with consumers and, ultimately, increase consideration of Ace stores as destinations for paint products.

Christopher Boniface
Media Manager
Ace Hardware

Dana Larsen
Brand Manager
Ace Hardware
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MICROSOFT ADVERTISING: KNOWING THE RIGHT CUSTOMER MOTIVATIONS FOR DEEPER DIGITAL ENGAGEMENT
With the rise of digital content consumption and social media, marketing gurus have encouraged advertisers to give consumers *more*—more information, more touchpoints and most importantly, more control over how they interact with brands. They argue that putting consumers in the pilot’s seat lends brands more authenticity and transparency.

Hear a recent study conducted by Microsoft Advertising & IPSOS OTX that challenges this assumption and clarifies who customers want flying the plane. The findings will enable marketers to tap into the right motivations for deeper digital engagement.

Kelly Jones
Head of Marketing Insights, Global Insights & Analytics
Microsoft Advertising
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GILLETTE FRIGHTENS CONSUMERS WITH “THE WORLD’S SCARIEST SHAVE”
How did Gillette get disposable razor users to switch to Fusion ProGlide? By frightening them with “The World’s Scariest Shave” campaign. Learn how armed with customer insights, Gillette, and their agency Carat USA, entered a multichannel partnership with Discovery Network’s “Shark Week.”  During the campaign, ProGlide was featured in on-air integrations, online and in-search. Additional touch points included: driving viewers to an interactive Shark exhibit on their website, hosting a Facebook live chat, and distributing samples as part of a “Shark Repellant Kit” at Hyatt hotels located in regions with shark activity.

Brian Cronk
VP, Group Director, Strategy
Carat USA
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FORRESTER RESEARCH REVEALS THE POST- DIGITAL RULES OF BRAND BUILDING
In the 21st century, empowered consumers have steered brand marketing into foreign terrain — they have taken the driver's seat and told brands where, when, and how they want to be interacted with. This is forcing marketers to rethink the rules of brand building. This session will help attendees adapt their strategies for creating an integrated brand experience across channels, actions/experiences, and products by 1) focusing your brand promise; 2) aligning the organization around a new map of the brand experience; and 3) actively monitoring and managing your brand health.

Tracy Stokes
Principal Analyst
Forrester Research
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