Deborah Cantu, VP, brand marketing and advertising, Kaiser Permanente, shared insights from their successful “Thrive” campaign, which resulted from a strong trust with their agency partner Campbell Ewald.
Geoff Carroll, Global Brand Director, Call of Duty, Activision, Dan Shaffer, Lead-Partnerships, Call of Duty, Activision, and Amy Stetter, VP, Media & Engagement, Activision, discussed their successes with the Call of Duty video game through a co-marketing partnership with the Jeep brand.
Lisa Holladay, national manager, brand experience marketing, Mercedes-Benz USA, discussed their brand event marketing partnerships and how they have seen success in sponsoring fashion on a global level.
OAAA Case Study: United States Navy [Archived]
The United States Navy used traditional and non-traditional out-of-home (OOH) to drive traffic to its NavyforMoms.com website.
Mary Story, manager, advertising and marketing communication, Southern Company, and Rhonda Zahnen, principal, The Richards Group, discussed how the company built brand value and positioning through the activation of a long-standing partnership with the PGA TOUR and through honoring one of golf’s most respected players.
Erick Dickens, director, product marketing, LifeLock, Inc., and Scott Horowitz, vice president, sales and marketing, Navigate Marketing, discussed how LifeLock and Phoenix Mercury created the first ever jersey sponsorship in professional basketball in order to align their missions for the advancement of community, fans, and the WNBA.
Marketers face increasing pressures to achieve acceptable return on investment and prove business value in their strategic development processes. Julie Collins, director, digital marketing, Alcon Laboratories, Novartis, discussed how to answer key questions from C-level executives and demonstrate credibility through financial viability for digital marketing strategies.
OAAA Case Study: NesQuik [Archived]
NesQuik used out-of-home (OOH) advertising to launch a new product and reach its target audience, males ages 12 to 24.
OAAA Case Study: Nordstrom [Archived]
For the launch of a new store in Las Vegas, Nordstrom used out-of-home advertising to saturate the market and position Nordstrom as the top place to shop in Las Vegas.
Sandy Culver, Consumer Marketing Director, Creative Ideas, Lowe's, discussed how Lowe's Creative Ideas multi-channel franchise utilizes the social space in order to help DIYers with their creative home improvement needs.
OAAA Case Study: MINI Cooper [Archived]
MINI Cooper used out-of-home advertising to re-enter the U.S. car market after a 30-year absence.
Renée L. Horne, Director of Digital and Social Media Engagement, FedEx, discussed how digital media is now the intersection for communications and how social media is creating a new hierarchy for engagement across all customer focused disciplines.
Lloyd’s Barbeque Company used traditional and non-traditional out-of-home advertising, in partnership with radio, to raise consumer awareness of its products in the Minneapolis area.
Nivedita Chakravorty, senior brand manager, Ragú, Unilever United States, Inc., discussed the strategy, ideas, and results of a campaign that used social media to reach moms.
Kate Boltin, lead interactive marketing analyst, Brown-Forman Corporation, and Marjorie Dufek, interactive marketing director, Brown-Forman Corporation, discussed how Brown-Forman Corporation's Southern Comfort created captivating and compelling content by leveraging newer media and crowd-sourcing techniques in combination with traditional media.
OAAA Case Study: Kraft Stove Top [Archived]
Kraft used out-of-home advertising to help drive awareness of its Stove Top product as an everyday meal solution, not just a holiday dish.
OAAA Case Study: Denver Zoo [Archived]
The Denver Zoo used out-of-home advertising to raise attendance levels and help the zoo continue its worldwide preservation efforts.
To enhance fan engagement on Facebook in 2009, Adobe brought in a PR team to build relationships with the fans that were already there—and to gain more.
Ron Jensen, national manager, Financial Synergies, Toyota Motor Sales, discussed a media verification audit to assess agency process and operations efficiency that was initiated by Toyota’s senior management and implemented by procurement.
OAAA Case Study: Charles Schwab [Archived]
Charles Schwab used unique out-of-home tactics to generate buzz around its “Talk to Chuck” campaign.