Exploring the Intersection of IRL and URL in Experiential Marketing hosted by the Georgia Aquarium

The pandemic has changed the face of experiential marketing, accelerating the use of digital platforms to reach consumers and drive brand awareness and brand love.  But as consumers seek to digitally detox, they are craving tangible, “real world” brand encounters that bring us together and so the experiential marketing landscape is changing again. No longer an either /or decision, marketers now have a plethora of options and are being thoughtful about how and where they engage their customers – IRL (sponsorship activations, curated pop-ups, art installations, sampling) or URL (social, digital events, metaverse) or the intersection of both.

Our meeting will be hosted by the Georgia Aquarium, the biggest aquarium in the United States and home to tens of thousands of animals.  With exceptional galleries, exciting shows, and creative encounters, the Aquarium is the epitome of experiential.  Join us, and the beluga whales, manta rays, whale sharks, dolphins, and more, as we dive into what’s next in experiential marketing and then enjoy some time wandering and enjoying the magnificence of the surroundings.

when

Start: Friday, December 2, 2022 at 9:00am

End: Friday, December 2, 2022 at 3:00pm

WHERE

Georgia Aquarium
225 Baker St. NW
Ocean's Ballroom Entrance
Atlanta, GA 30313

For driving directions, please click here.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
IN-PERSON Client-Side Tier $0 Platinum Tier $100 Gold Tier $250 Silver Tier $350 Individual N/A Nonmember N/A

For issues processing your registration or to ask further questions about this event, please contact registration@ana.net



Agenda

TIME EVENT DETAILS LOCATION
Friday, December 2, 2022
9:00am
- 9:45am
NETWORKING BREAKFAST

Oceans Ballroom (Atlantic)
9:45am
- 10:00am

WELCOME REMARKS

Oceans Ballroom (Pacific & Arctic)
10:00am
- 10:35am

GEORGIA AQUARIUM: CONNECTING WITH REAL

Customer experience is built into the Georgia Aquarium’s DNA.  From hands-on animal encounters, special exhibits, educational programs and more, we live and breathe experiential.  And while many seek to bring the experience to the customer, we have flipped the script and are committed to bringing the customer to the experience, an amazing and interactive one. Hear how we are meeting the challenge of providing tangible, touchable and teachable to our visitors every day. 

Dan Dipiazzo
Chief Marketing Officer Georgia Aquarium
Oceans Ballroom (Pacific & Arctic)
10:35am
- 11:00am

DISHING ON SCHLOTZSKY'S CALZONE PARTNERSHIP

How do you introduce a new sandwich to your fast casual menu?  Well, when it’s a calzone, you enlist Joey Fatone!  Best known as a member of *NSYNC, Fatone had done it all, from acting to hosting to creating a restaurant so a partnership with Schlotzsky's seemed a natural progression. Changing his name to Joey Calzone on social media, he introduced the “Fatone Calzone,” one of a new line of product offerings. Hear how this campaign launch and exclusive partnership set Schlotzsky’s on their way to world domination of calzones!

Nicolle DuBose
Vice President, Marketing Schlotzsky’s -- “It’s a Mouthful”
Oceans Ballroom (Pacific & Arctic)
11:00am
- 11:15am
COFFEE BREAK

Oceans Ballroom (Indian)
11:15am
- 11:50am

EXPLORING COKE’S EXPERIENTIAL WORLD

What is the perfect pairing for a great experience?  A Coca-Cola is always on the short list!  Join us to hear from an iconic brand that truly gets the potential of experiential marketing as a way to create conversations with consumers and build trust, all the while delivering on Coke’s brand hallmark of bringing the world together.

Dan Dao
Senior Director, Strategy and Integration The Coca-Cola Company
Oceans Ballroom (Pacific & Arctic)
11:50am
- 12:25pm

MIXING IRL AND URL STRATEGIES FOR A NEW GENERATION OF DRINKERS: BROWN-FORMAN’S PURPOSE-DRIVEN APPROACH TO BLENDED EXPERIENTIAL

During the pandemic, Brown-Forman pivoted from in-person activations to virtual experiences -- from mukbang to the metaverse -- to engage diverse audiences in unique and meaningful ways.

While live activations have fully returned, the 152-year-old company remains committed to exploring uncharted territory in Web3 and CSR that are aligned with the digital lives -- and shared values -- of today’s tech-savvy and purpose-driven consumers.

Learn how the Jack Daniel’s Tennessee Whiskey Portfolio and Korbel California Champagne are blending IRL and URL approaches to not only connect with a new generation of drinkers, but also deliver real world impact.

Fabrícia da Silva
Multicultural Marketing Manager Brown-Forman
Oceans Ballroom (Pacific & Arctic)
12:25pm
- 1:25pm
LUNCH

Oceans Ballroom (Atlantic)
1:25pm
- 2:05pm

DRIVING AND DINING – A PERFECT PAIRING

When you think of premium dining experiences and luxury driving performance, what comes to mind? Discerning taste! Learn how Lexus aligned its brand with the culinary masters who are crafting menus with flavors from around the world at the world renowned Food & Wine Classic in Aspen, known for its exclusive, once-in-a-lifetime experiences.

Diella Allen
Executive Director, Events Marketing Food & Wine Dotdash Meredith
Lisa McQueen
Manager, Media Lexus
Kyle Acquistapace
Chief Media Officer TeamOne USA
2:05pm
- 2:40pm

HOW DATA DRIVES EXPERIENCE

AMB Sports and Entertainment is a forward-thinking organization comprised of the NFL’s Atlanta Falcons, Atlanta United of Major League Soccer and an award-winning sports and entertainment venue.  AMBSE has become known for pushing the innovation envelope to best serve the evolving wants and needs of fans, guests, and customers.  As a customer centric organization, they consistently work to put the customer first.  Join us to learn how they use data to always drive the experience, delivering better performance and fan engagement in the sports and entertainment space.

Tameka Rish
Vice President, Events and Game Experience AMBSE: Atlanta Falcons / Mercedes Benz Stadium
Oceans Ballroom (Pacific & Arctic)
2:40pm
- 2:45pm

CLOSING REMARKS

Oceans Ballroom (Pacific & Arctic)
2:45pm
- 3:45pm
TOUR OF THE GEORGIA AQUARIUM


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.