Steve Thibodeau, chief digital officer, KBS+P, and Trudy Hardy, BMW marketing communications and consumer events, BMW of North America, LLC, discussed the launch of BMW's new electric car and how the brand used digital media to test the product and create buzz.
Peter Willmert, director, marketing, Beringer Vineyards, Treasury Wine Estates, and Elizabeth Barrutia, founder and president, BARU Advertising, discussed the Beringer brand's unique marketing strategy which utilized a targeted and culturally inclusive multi-platform campaign in order to reach the growing number of Hispanic wine drinkers.
Nancy A. Nelson, manager, Marketing and Communication Services at 3M Corporation, and Dale R. Bohnert, manager, 3M Brand Identity and Design at 3M Corporation, discussed how 3M’s supplier management and brand management teams partnered with their external creative partners to revamp its brand identity system, resulting not only in a lightning fast global roll-out and execution, but in solid business growth for all involved.
Lisa Bacus, vice president, marketing, American Family Insurance, and Telisa Yancy, director, advertising, brand and media, American Family Insurance, discussed their organization's multi-screen campaign, which leverages branded entertainment, mobile, online, radio, gaming, and video on demand.
Cisco, the hi-tech B-to-B vendor, used Google AdWords to launch a mobile search engine marketing (SEM) campaign to drive traffic to their European mobile sites and further strengthen ties between their brand and the public.
In order to drive sales and increase consumer engagement, Frito Lay Canada launched a video contest using a YouTube brand channel to unveil their new Doritos tortilla chip flavor.
Roberta Butler, vice president, brand management, FM Global, discussed how FM Global created a brand scorecard to measure the work the company was doing in the German market.
Jackie Alosso, associate marketing manager, marketing strategy & PR, Welch Foods Inc., and Alexandra Shea, account director, Marketing Drive, discussed Welch’s “Follow Your Heart” campaign, which they developed for American Heart Month in February 2011.
Tom Haas, chief marketing officer, Siemens Corporation, and Sean Remler, Senior Partner, global executive marketing director, Ogilvy New York, discussed keys to success for their long-term image campaign and how it has evolved since its launch.
Lisa Chapman, corporate advertising, Blue Shield of California, and Sue deLeeuw, director, brand strategy and advertising, Blue Shield of California, shared a case study on their mobile advertising program.
Danielle Vona, vice president and CMO at SONIC, America's Drive-In, and Mike Swenson, executive vice president, Barkley, discussed how SONIC is successfully building its brand through positioning themselves to everyday, real people and by giving back to their communities.
Ann Tucker, director, marketing and communications, TruviaTM Brand, Cargill Health and Nutrition, discussed the late 2008 launch of the Truvia sweetener, and how Truvia's brand positioning has revolutionized the sugar substitute category.
Colleen Milway, global media director, Campbell Soup Company, highlighted the AdDress Your Heart Program, which utilized an integrated team approach across multiple agencies for the creation of a campaign to raise awareness of heart health while also generating impressions for the brand.
Brad Feinberg, media manager, portfolio brands, MillerCoors, presented Miller High Life’s recent “Official Beer of You” campaign which utilized an innovative, fully integrated, 360-degree approach and employed the use of mass media to connect with fans of the brand.
Jessica Robinson, associate director of Consumer and Customer Engagement for Kraft Foods, and Sarah Hofstetter, senior vice president of Emerging Media and Brand Strategy at digital agency 360i, shared how Oreo uses digital and social media to bring the brand essence to life online.
Sherri Maxson, director interactive, U.S. Cellular Corporation, and Bob Skwarek, brand manager, U.S. Cellular Corporation, shared a case study on how the brand built its social team using employee volunteers.
In order to boost slumping oatmeal sales, Quaker Oatmeal launched the “Awaken Your Senses” challenge on YouTube and the Google Content Network as a 15 week branded entertainment experience featuring new oatmeal creations from 12 of the web’s top food bloggers.
Lisa Leet, account director, imc², discussed how RadioShack used social media to change the image of their brand and drive growth.
Jeff Cloud, director, customer relationship and mobile marketing, General Growth Properties, and Jennifer Piggott, director, national sales, business development, General Growth Properties, discussed how General Growth Properties has incorporated mobile into its marketing mix.
Liz Bigham, SVP and director of marketing, Jack Morton Worldwide, and Steve Jarvis, vice president, marketing, small & midsize business, Concur Technologies, Inc., highlighted event marketing and the owned media opportunity in three case studies from Hyundai Sonata, Concur Breeze, and Samsung 3D LED TV.