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Mobile Marketing @ Blue Shield of California (Members Only Conference) presented by MMA

This event is over.

Mobile continues to grow!  Consumers rely so heavily on mobile smartphones and tablets  it makes sense that marketers are hoping to use that reliance to their advantage. While new mobile technologies continue to emerge, so do tremendous opportunities for marketers to connect with their customers on the go. At the upcoming ANA Mobile Marketing Members Only Conference Hosted by Blue Shield of California, you’ll hear from leading marketers representing diverse industries and how they are using mobile to successfully market to their customers.

Begins:Wednesday, June 18, 2014 at 8:15am
Ends:Wednesday, June 18, 2014 at 3:30pm

Blue Shield of California
50 Beale Street
San Francisco, CA 94105

Wednesday, June 18, 2014



General Session



Learn how Florida Blue used their experiential assets and social media networks to drive engagement, collect new to file email opt-ins and encourage social sharing, from a narrowly targeted audience. Sponsored activations with the Orlando Magic, Tampa Bay Lightning and Miami Heat promoted calls to actions in-venue, online and via the mobile web that initiated Brand conversations with Consumers, who in turn, received personalized digitally autographed images (Digigraphs) as rewards for their engagement.  The campaign integrated SMS, Twitter, Facebook, geo-location, pro sports sponsorships and dynamic content.

Sharon LaSure-Roy

Senior Manager, Social Media & Promotions

Florida Blue

Tom Smart

COO, Co-Founder



Stop Treating Mobile Like Fixed Web – a case study from Microsoft

Formerly part of Nokia, the devices division of Microsoft has a strategic approach to mobile marketing and the US specifically is setting the standards for other Microsoft markets to follow in this area. Find out how mobile marketing is managed and assessed as part of the wider digital mix in a very competitive category.

Tejal Patel

Head of Consumer Engagement, North America




According to a recent study from comScore and Expedia Media Solutions, travelers are a mobile savvy demographic as forty-four percent of travelers used a mobile device to plan their trip and forty-eight percent used a mobile device to dream of their next trip.  Expedia developed an app and created the Trip-A-Day Giveaway campaign, which was designed to generate awareness and drive app downloads through a consumer contest.  Discover how Expedia’s Trip-A-Day Giveaway campaign drove over 1M app downloads and what’s next on the mobile horizon for the Expedia brand.

Noah Tratt

Global Vice President, Media Solutions

Expedia, Inc.

Vic Walia

Sr. Director of Brand Marketing





General Session Cont.

Maximizing Mobile's Impact in the Marketing Mix

Measuring the impact of mobile in the marketing mix is an issue most marketers have struggled with.  In this session, you will hear results from the Mobile Marketing Association’s SMoX research study which will reveal how marketers can measure the impact of their mobile spend.  You will hear initial results from the first study conducted with AT&T which will deliver real, actionable and practical insights for marketers on how to integrate mobile and make their other media work harder.

Vasillis Bakopoulos

Head of Industry Research

Mobile Marketing Association


Building Loyalty in Branded Apps

The mobile app landscape has dramatically matured. As marketers we must consider how to create experiences that drive ongoing brand communication to ensure that users will remain engaged and return regularly. Learn about the evolution of brands and apps and how to drive higher engagement of users.

Doug Chavez

Global Head of Research and Content



Google’s Mobile Design Helps Understands Users’ Needs

Hear how brands can use mobile to successfully market to their customers. Google will share insights on how their mobile platform can anticipate users’ needs and serve them the content they are looking for.

Brendon Kraham

Director, Global Emerging Advertising Solutions



Conference Adjournment

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