ANA/BAA Experiential Marketing @Wells Fargo (Members Only Conference) | 1-Day Conferences | ANA

ANA/BAA Experiential Marketing @Wells Fargo (Members Only Conference)

This event is over.

Relentless competition in every industry has resulted in businesses looking for strategies to surge ahead of their competitors. Marketers are on the constant look out for new and innovative ways to activate their brands by making a real, strong connection with their audiences. The answer, more often every day, are Experiential Marketing activations. This area has risen to the forefront, representing one of the largest and fastest growing brand activation disciplines. Marketers are now more than ever understanding the importance of brand experiences and live engagement.

At this Members-Only conference, marketers will see examples of activating Experiential Marketing across a realm of categories and industries. Come prepared to learn, participate, and of course, expect a unique conference experience.    


Agenda

TIME EVENT DETAILS LOCATION
Thursday, November 17, 2016
8:15am Breakfast

9:00am General Session

EXPERIENTIAL GETS REAL: THE DATA PROVES WHAT WE HAVE KNOWN ALL ALONG

Experiential marketing is not new. In the past, it has been called everything from promotional marketing to event planning, and was a small, but powerful part of the marketing mix. Fast forward to the present where experiential marketing, or consumer engagement, is more important than ever before, and truly measureable and authentically relevant in our digital age. We will kick off the conference by exploring the past and future of experiential marketing, tapping information that was gleaned from the 2016 ANA U.S. Brand Activation Marketing Forecast. 

Dee Hall
CEO, Executive Vice President FCBX

BRINGING OUR BRAND TO LIFE

June 14, 1958 in Hayward, CA was the first appearance made by the Wells Fargo Stagecoach in modern times and so began experiential marketing at Wells Fargo.  Our enduring company icon has been making appearances continuously since, going to over 700 events in 2015.  Experiential marketing at Wells Fargo has evolved and grown over the last 58 years.  From Stagecoaches to virtual reality, experiential marketing brings our brand to life and helps us connect with our customers and communities.

Gary Korotzer
EVP, Marketing and Brand Strategy Wells Fargo
10:40am Networking Break

11:10am

WELCOMING NEWCOMERS AND CELEBRATING THE LOYALISTS: AN ANNIVERSARY STORY

On March 16 this year Vans turned 50. The journey to this event was significant in that it was more than a celebration of our brand; we saw it as a pivotal moment to celebrate our consumers and set the course for the next 50 years. We'll talk about the journey, the global events and how these leanings can apply to your brand. 

April Vitkus
Senior Director of Global Brand Marketing & Strategy Vans

LAUNCHING PLAYSTATION VR: HOW BRANDS CAN INCORPORATE VR IN THEIR MARKETING CAMPAIGNS

PlayStation VR’s launch promises exciting new ways to reach consumers, and most importantly, the gaming audience.  In this session, we will explore the PlayStation VR launch campaign, its position in the market, and how brands can utilize VR to reach the elusive gaming target. 

John Koller
Vice President of Marketing Playstation
12:40pm Lunch

1:40pm

PURPOSE & THE POWER OF SPORTS

On February 7, the Super Bowl 50 Host Committee partnered with Technology platform in/PACT to make Super Bowl 50 the most shared, most participatory and most giving Super Bowl ever… all delivered in a “net positive" way. In this session you will learn how activating purpose around a major sports event among Bay Area citizens & offering the power of choice both online and on the ground drove engagement — one sustainability pledge at a time.

Keith Bruce
CEO & President San Francisco Bay Area Super Bowl 50 Host Committee
Neill Duffy
Vice President, Sports & Entertainment In/Pact

BRINGING A LEGEND TO A NEW GENERATION

When Sony Legacy Recording released Bob Dylan’s most important recording sessions of the past 50 years, they recognized that even a legend like Dylan can easily get lost in the Spotify shuffle. To breakthrough the noise and bring Dylan to a new generation of fans, Sony teamed with Havas Worldwide’s Studio6 to create an experience that would transform any device into Dylan’s recording studio. By allowing fans to mix individual stems and create their own compositions, it made Dylan relevant to an entirely new group of music aficionados. As a result, the average interaction time was over twenty minutes, almost unheard of in an age of shortening attention spans. Hear from Tom Mullen, Senior Director, Creative and Marketing Partnerships, Legacy Recordings/Sony Music and Vin Farrell, Global Chief Content Officer, Havas Worldwide on how to pull the past into the present through powerful experiences that add value to the user.

Vin Farrell
Global Chief Content Officer Havas Worldwide
Tom Mullen
Senior Director, Creative and Marketing Partnerships Legacy Recordings/Sony Music

BRAND BUILDING THROUGH CULTURAL EXPERIENCES

Superfly and Comedy Central are joining forces to create a jam-packed, multi-format experience. The brains behind iconic festivals including Bonnaroo and Outside Lands, and the number one brand in comedy, will bring a fan-favorite property to life and celebrate all genres of funny.

For millennial consumers, humor is the single most important aspect of how a brand communicates. 66% say it’s important that their favorite brand share their sense of humor. When comedy is the most viewed digital content, the challenge is how do you create a physical manifestation of that?

A pioneer in the live event space over the past 20 years, Superfly is passionately driven by curating culture through experiences, bringing disparate communities together. Comedy Central is the home of the smartest, funniest series and talent. Together Superfly and Comedy Central will tell the story of this collision of entertainment. If we build it, they will laugh.

Chad Issaq
EVP, Business Development & Partnerships Superfly
Steve Raizes
SVP and Head of Operations and Strategy Viacom Music & Entertainment Consumer Products
4:00pm Conference Adjournment