Midwest Digital, Social & Mobile

NETWORKING BREAKFAST (9:00 – 9:30)

INTRODUCTIONS (9:30 – 9:45)

I. HOW MILLERCOORS IS CHARTERING THE FUTURE OF PAID, OWNED, AND EARNED MEDIA (9:45-10:45AM)
Digital is the main driver for how MillerCoors approaches paid, owned, and earned media. In this session, Brad Feinberg, Group Media Manager, Miller Lite, Coors Light, New Brand Innovations – MillerCoors LLC will share how they leverage and integrate paid, earned, and owned media into their marketing strategy.

Speaker:
Brad Feinberg, Group Media Manager,  Miller Lite, Coors Light, New Brand Innovations – MillerCoors LLC


II. ARE MOBILE WALLETS KEY TO THE FUTURE OF LOYALTY? (11:00AM-12:00PM)  
Kurt Karlenzig, SVP Global Digital Strategy – The Marketing Store will share key takeaways for marketers as they move toward the future-state of loyalty and innovation enabled through mobile wallet and payment platforms. This session will cover the evolving mobile payment landscape and  opportunities and challenges marketers face entering this new state of mobile engagement. Added insights include the challenges of bringing competitive brands together in partnership to fulfill a common goal, and what elements need to be in place to ensure success. 

Speaker: 
Kurt Karlenzig, SVP Global Digital Strategy – The Marketing Store


LUNCH AND 2012 ANA MASTERS OF MARKETING/MOBILE SURVEY HIGHLIGHTS (12:00-12:30)


III. SOCIAL MEDIA CASE STUDY:  OSCAR MAYER TASTE-A-MONIALS (12:30-1:30PM)
This session will focus on how Oscar Mayer "beefed" up its taste credentials with the launch of a new product that inspired people to serve superior product to their families and share their experiences with others. Beth Goeddel, Marketing Director – Kraft Foods, Inc. and Sarah Hofstetter, President – 360i will share how the Taste-a-monial Program turned sampling into sentiment overnight and how this campaign tapped into social media and mobile to yield extremely powerful results. 

Speakers:
Beth Goeddel, Marketing Director – Kraft Foods, Inc.
Sarah Hofstetter, President – 360i


IV.  B-TO-B CASE STUDY: DIGITAL ADVERTISING (1:45-2:30PM)
Lisa Schmitt-Collins, Manager, Interactive Marketing – USG will share how they leverage integrated digital CRM channels and influencer strategy to market to distributors and retail outlets as well as pull-through efforts targeted towards end users, such as contractors, remodelers, and installers as well as influencers, such as architects, designers and specifiers.

Speaker:
Lisa Schmitt-Collins, Manager, Interactive Marketing – USG