Thursday, November 17, 2016
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8:15am
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Breakfast
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9:00am
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General Session
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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.
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Dee Hall
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CEO, Executive Vice President
FCBX
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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.
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Gary Korotzer
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EVP, Marketing and Brand Strategy
Wells Fargo
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10:40am
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Networking Break
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11:10am
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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.
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April Vitkus
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Senior Director of Global Brand Marketing & Strategy
Vans
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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.
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John Koller
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Vice President of Marketing
Playstation
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12:40pm
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Lunch
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1:40pm
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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.
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Keith Bruce
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CEO & President
San Francisco Bay Area Super Bowl 50 Host Committee
Neill Duffy
Vice President, Sports & Entertainment
In/Pact
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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.
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Vin Farrell
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Global Chief Content Officer
Havas Worldwide
Tom Mullen
Senior Director, Creative and Marketing Partnerships
Legacy Recordings/Sony Music
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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.
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Chad Issaq
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EVP, Business Development & Partnerships
Superfly
Steve Raizes
SVP and Head of Operations and Strategy
Viacom Music & Entertainment Consumer Products
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4:00pm
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Conference Adjournment
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