Content Marketing in the Digital Age @ Mohegan Sun

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In a media environment where an infinite amount of content is always at our fingertips, it’s important for brands to find new and creative ways to engage with consumers. For consumers, having content options is no longer a luxury, it’s an imperative.

Join us for this ANA members-only event, hosted by Mohegan Sun, to hear success stories behind the development of custom content and branded experiences, the execution of production through different media channels and how they measure ROI in a continuously evolving digital landscape.

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Agenda

TIME EVENT DETAILS LOCATION
Thursday, December 12, 2019
9:00am
- 9:30am
BREAKFAST

9:30am
- 9:45am
OPENING REMARKS

9:45am
- 10:30am

BRANDED CONTENT SERIES: ADVERTISING WITHOUT ADVERTISING

In this session, George Galinsky of Mohegan Gaming & Entertainment presents the strategy behind the brand’s innovative digital TV series “Back of House”.  The show gives viewers an authentic behind-the-scenes peek at how hospitality gets done at one of the largest travel destinations in the US.  The series incorporates little outright branding; instead the product integration is organic.  In its first two seasons on Facebook alone, video plays were close to 6 million.  It has now been seen in over 14 countries. Mohegan Sun (“Back of House”) has also been recognized with multiple Adrian, Telly, and Vega Awards for digital marketing innovation.

George Galinsky
Senior Vice President, Marketing Communications Mohegan Gaming & Entertainment
10:30am
- 11:15am

NATIONAL GEOGRAPHIC’S 130 YEARS OF IMMERSIVE STORYTELLING

In this session, Nat Geo’s David Young discusses the challenges they face and the capabilities they’re developing as the brand transforms from the 19th century scholarly journal to a 21st century media hub spanning TV, magazines, travel expeditions, books, maps, consumer products, location-based entertainment and a digital and social media platform.

David Young
Lead, Brand Narrative National Geographic
11:15am
- 11:30am
NETWORKING COFFEE BREAK

11:30am
- 12:15pm

DIGITAL METAMORPHOSIS: FROM CATERPILLAR TO BUTTERFLY

In this session, Waseem Kawaf of Stanley Black & Decker discusses how he completed a successful re-launch of the brands digital properties. Hear his wild ride in turning the strategy upside down, going back to the basics and finding brand purpose & passion along the way.

Waseem Kawaf
Global Director, Digital Experience STANLEY Security
12:15pm
- 1:15pm
LUNCHEON

1:15pm
- 2:00pm

LEVERAGING BLACK TWITTER TO CATAPULT CONTENT

In this session, Cheryl Overton of Egami Group shares insights from P&G's award-nominated campaign RedefineBlack: Call for Change" aimed at driving dialogue and meaningful change in the way the word "black" has historically been defined. This campaign motivated online dictionaries to review and update the negative definitions and associations with the word “Black” and prioritize the histories and identities of Black people in their definitions, above outdated references of the term. It also leveraged social media actives and activists to drive conversation and activists to drive conversation and change.

Cheryl Overton
President Egami Group
2:00pm
- 2:45pm

CONTENT IN A POST-LIKE WORLD

In this session, Ben Grossman of FCB NY will discuss how brands should think about their content in a world where “likes” are less and less important. Instagram is eliminating “like” counts. Data is driving transparency into effectiveness. And brands are awakening to the fact it’s behavior – not social engagement rates – they must influence. Hear about how FCB NY has worked with the FDA’s The Real Cost campaign to produce content that has gone beyond “likes” to save lives, preventing over 350,000 from smoking.

Ben Grossman
Senior Vice President, Group Strategy Director FCB New York
2:45pm
- 3:30pm

THE HUMMUS REVOLUTION

Sabra and Thrillist joined forces to put Sabra at the center of the hummus revolution, making it a must-have element of every foodie's morning menu. Thrillist used the swagger of its brand and local expertise to drive local engagement, and used its national scale to make sure everyone could get a taste of hummus’ myriad new use cases (like delicious hummus breakfast toast).

The omnichannel approach included influencer partnerships, a custom video, branded articles, digital and social campaigns, and even brought the hummus revolution to life by creating Hummus Week in Washington, D.C.

Hear from Sabra how this multifaceted campaign successfully increased brand awareness, brand favorability, and purchase intent, and brought to life hummus-inspired recipes that foodies could obsess over.

Ryan Saghir
Director, Integrated Marketing Sabra Dipping Company
3:30pm CLOSING REMARKS


Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.