ANA/BAA Experiential Marketing @ Coca-Cola (Members Only Conference)

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A monumental shift in brand experience has caused Experiential Marketing to rise to the forefront of marketing. Marketers now understand the importance of live engagement and creating brand experiences versus solely relying on mass media communications. The user experience has also become an application in both the digital and physical worlds, forcing marketers to think about the brand experience holistically. By combining both physical experience and digital engagement, we can now measure and amplify the total customer interaction.

At this conference, marketers will see examples of activating Experiential Marketing across a realm of categories including sponsorships, festivals, technology, pop-up events, and viral content. We will also share the state of Experiential Marketing and how the intersection of online and offline engagement effects the overall user experience. Come prepared to learn, participate, and of course, expect a unique conference experience.    

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Agenda

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TIME EVENT DETAILS LOCATION
Wednesday, November 18, 2015
8:15am Breakfast

9:00am General Sessions

THE STATE OF EXPERIENTIAL MARKETING

A fundamental shift has taken the marketing industry by storm. Fueled by the need to reinvent communication strategies and create authentic, sharable moments, experiential marketing has risen to the forefront of brand marketing. The breakthrough of open dialogue between brands and consumers has challenged marketers to consider the entire user experience, from online to offline and everywhere in between. Brand image has never been so fragile, forcing marketers to facilitate the total customer experience fluidly from the digital to physical world.

Dee Hall, Executive Director of FCBX, the experiential marketing a division of FCB, and a pioneer in this vital discipline, will give us the bird’s eye view of the evolution of experiential marketing and an examination of the different facets and faces of this new, ever-changing discipline. She will share insights on brands who are winning in this space and where the future of experiential marketing is headed.

Dee Hall ^
Executive Director FCBX

COCA-COLA’S EXPERIENTIAL MARKETING VISION

A leader in innovation, Coca-Cola has used experiential marketing to connect with consumers and spread the theme of “happiness.” Through sponsorships, technology, product innovation and more, Coca-Cola has created shareable moments that reach consumers globally.

In this session, you will learn the vision behind Coca-Cola’s experiential marketing strategy and how each activation interconnects to build the brand. You will also learn about the latest “Share a Coke” campaign, how the program was developed and the incredible results it generated.

Brad Taylor *^
Vice President, National Specialty Retail The Coca-Cola Company
10:15am Networking Break

10:45am

SPEAKING TO MILLENIALS

Brands hungry to reach the millennials are fighting tooth and nail to reach this notoriously choosey generation and create sharable experiences. Music festivals have cracked the code and are attracting this audience by the tens of thousands. 2014 saw a 34% lift in music festival conversation.

Superfly, the creator and producer of the global phenomenon, Bonnaroo Music & Arts Festival, as well as Outside Lands in San Francisco, is using cutting edge technology to deliver personalized experiences from ticket purchase thru festival weekend. Experts on translating a fluid experience from online to the physical event, they give millennials the content they want before, during and after the events.  Alex Machurov, Senior Director, Business Development at Superfly will share examples of how brands have partnered with festival to create authentic moments, sharable stores, exclusive amenities, and more that soar through these music-goer’s social channels.

Alex Machurov *^
Senior Director, New Business & Partnerships Superfly

A LOCAL ACTIVATION ACHIEVES NATIONAL EXPOSURE

The television marketing landscape is changing, with shows executing buzz-y stunts to raise awareness and content around their premieres. According to The Hollywood Reporter, “in order to break through the clutter of an increasingly crowded landscape . . . networks are being forced to go big.” The need to create shareable content around a show is imperative to a series’ success. With so many networks focused on winning the attention of the public, how can anyone stand out?

Turner Entertainment found a way to kick-off season three of the show DALLAS by demanding viewer attention. Using the show’s notorious backstabbing, drinking and strategic business maneuvering characters, TNT “undercut the competition” with affordable gas prices ($1.98/gallon vs. the average of $3.50/gallon) at an experiential flagship Ewing Energies gas station, centrally located in NYC. DALLAS characters gave viewers a license to celebrate bad behavior by creating an engaging campaign that resulted in national awareness while staying true to the show.

Keisha Taylor, Senior Director Entertainment Marketing at Turner Entertainment will share how they executed such a big idea, the roadblocks they had to overcome, and how the activation led them to winning a 2015 REGGIE Award. A seasoned leader in experiential marketing, Keisha will share the broader strategy behind the discipline at Turner and how the function has become and imperative part of the total marketing mix.

Keisha Taylor ^
Senior Director, Entertainment Marketing Turner Broadcasting
12:00pm Lunch

1:00pm General Session Cont.

WHAT IS YOUR BRAND ESSENCE?

The impact of storytelling is strongest when it’s not only told with words, but through tangible experiences. When consumers can touch and feel the core of a brand, the impression it leaves is long-lasting and enduring. In a world full of noise and distraction, how can brands break through the clutter to deliver a focused and clear experience?

Moet Hennessey, the leading portfolio of luxury wines, spirits and champagnes in the U.S., has figured it out. They not only understand the important role that experiential marketing plays in marketing, but how it truly brings to life the essence of their luxury brands across their entire portfolio.  In this session, you will learn about Moet Hennessy’s overall experiential strategy and how they built impactful experiential programs such as the Veuve Clicquot Polo Classics which sell out nation-wide every year.

Manny Gonzalez ^
Senior Director, Multicultural Programming Moet Hennessy USA

MIXING DIGITAL AND ANALOGUE EXPERIENCES

As one of Europe´s leading amusement parks, Liseberg is primarily an analogue experience. Guests want to feel airtime, hear the sounds of live music and smell fragrance of blossom-filled gardens. But in a world where smartphones and tablets simplify our everyday lives, the expectations of guests have changed and the queuing for more than hour to experience 150 seconds of fun is no longer an equation easy to solve.

With the huge investment in Helix, one of Europe´s largest rollercoasters, Liseberg needed to create a unique experience that would attract teens to the ride and make the large queues appealing. This young and demanding target audience, with specific expectations around on-demand entertainment, presented a true challenge.

By developing the Helix app, Liseberg was able to bring the digital and physical worlds together through a competitive game amongst everyone waiting in line. Liseberg not only created the world´s first synchronized queue entertainment but changed the rider’s experience of the park forever.  

Robert Arvidsson *^
Head of Marketing Liseberg

ACTIVATING SPONSORSHIPS ON A GLOBAL SCALE

Brand sponsorships can be a mundane marketing technique filled with forced product placement, lost signage among other sponsors and commercials falling on deaf ears of viewers absorbed in their second-screen. In a world of full of noise, companies are challenged with finding ways to breathe authentic experiences into their sponsorships that touch consumers, and bring their brands to life.

If ever there was a model of the right way to activate a sponsorship, it’s Coca-Cola’s Olympic partnership. As the longest continuous sponsor of this global event, Coca-Cola uses the Olympic platform to reach billions of people in over 200 countries throughout the world. They activate their relationship through strategic programs that bring the games to life far beyond the borders of the host cities. Thierry will discuss how Coke manages spread authentic experiences of a very localized event into the homes of their consumers around the world.

Thierry Borra *^
Director, Olympic Games Management The Coca-Cola Company
4:00pm Conference Adjournment