Kirti N. Srikant, AVP, director of brand marketing and advertising, Oppenheimer Funds, presented a case study at the DPAA 2012 Digital Media Summit which highlighted Oppenheimer’s use of digital place-based media as a key element of their “Globalize Your Thinking” integrated campaign.
Beth Goeddel, marketing director, Kraft Foods, Inc., and Sarah Hofstetter, president, 360i, shared how Kraft’s “Oscar Mayer Taste-a-Monials” campaign turned sampling into sentiment overnight by tapping into social media and mobile to yield extremely powerful results.
Case studies from Oppenheimer Funds, Jack in the Box, Hallmark Cards, and Foster’s were presented during a panel discussion about the importance of digital place-based media at the DPAA 2012 Digital Media Summit.
Lisa Cochrane, senior vice president of marketing, Allstate Insurance Co., discussed how Allstate’s “Mayhem” campaign has made the brand a leader in the insurance category again.
Ann Rubin, vice president, IBM Brand Expression and Global Advertising, IBM Corporation, Cecilia Correa, mid-market advertising manager, IBM Corporation, and Kim Duffy, senior partner, executive group director, Ogilvy & Mather, discussed the appearance of IBM’s Watson on Jeopardy! in 2011.
Dave Haroldsen, creative director, The Creator's Project, global partner marketing, Intel Corporation, discussed how Intel helped to build The Creator's Project in order to make a connection with 18- to 24-year-olds.
Arlan Tarhan, president and CEO, Convergent Alliance, and Jalina Law, assistant vice president, business development, The Macerich Company, discussed how Fiat creatively used inline mall space to drive sales of the new Fiat 500.
Tanya Earley, director, channel and field marketing, USG Corporation, and Mark Joseph, senior manager, integrated marketing, USG Corporation, shared a case study on a recent b-to-b campaign, "The Weight Has Been Lifted,” aimed at introducing and enticing trial of a new lightweight wallboard.
Westin Hotels saw a huge boost in search activity, brand perception and site visits resulting from its purchase of a complete Yahoo! mail login takeover ad.
Breana Roides, associate product director, Vistakon, Johnson & Johnson Vision Care, Inc., and Ben Kennedy, group director, mobile, Integer, discussed how Vistakon created a digital marketing campaign, utilizing a shopper marketing framework, which increased its category awareness.
Wayne Willis, marketing manager, retail wholesale services, Sprint Nextel Corporation, shared a case study on how Sprint helped to develop a private label wireless solution for Kroger, aimed at engaging its mobile shoppers and enhancing customer loyalty.
Cindy Chen, marketing director, OREO, Kraft Foods, Inc., and Sarah Hofstetter, president, 360i, discussed how Oreo uses social media to capture the attention of consumers.
Wranglers used out-of-home co-op advertising to reach Hispanic consumers, despite a declining budget.
Michelle Klein, vice president, content, digital and communications, Smirnoff, Diageo North America, Inc., and Wayne Arnold, co-founder and global chief executive officer, Profero LLC, discussed Diageo’s Nightlife Exchange Project, which is rooted in social media.
Starbucks used out-of-home advertising to maintain its leadership position in the beverage market.
Morningstar Self-Storage used out-of-home advertising to differentiate itself in a competitive category.
Jelly Belly used out-of-home advertising to launch a new product with a limited advertising budget.
Brittany Tall, digital media manager, MillerCoors, LLC, described the how their new spokesman, Keith Stone, and the “Always Smooth” campaign successfully engaged fans and created an affinity for the Keystone Light brand.
Kaiser Permanente used out-of-home advertising to increase brand awareness during annual health insurance open enrollment periods.
Aaron Stash, brand manager, United MileagePlus, discussed how United Airlines’ Optathlon campaign used mobile advergaming to engage its customers with real-world rewards, while raising awareness and driving revenue on ancillary travel products.