Digital Marketing @ Rock and Roll Hall of Fame

REIMAGINING HEALTH CARE ADVERTISING THROUGH DIGITAL PARTNERSHIPS

This presentation will explore how Cleveland Clinic has worked with partners such as the New York Times and Washington Post to deliver highly engaging and creative native content using the latest digital technologies. We will share cases involving the use of 360-degree video, interactive timelines and fully integrated media programs utilizing social, content and earned media. 

Mary Beth Pate

Executive Director, Marketing and Philanthropy Communications Cleveland Clinic

PROGRESSIVE INSURANCE: UNDER THE INFLUENCE

This session takes a look into the meteoric rise of influencer marketing, tackling its challenges, examining its unique benefits, and explores how Progressive has evolved its in-house practice. 

John Lytell

Creative Manager, Content Progressive Insurance

SCOTTS MIRACLE-GRO: CREATING A DIGITALLY NATIVE VERTICAL BRAND INSIDE A TRADITIONAL CPG COMPANY

Digitally Native Vertical Brands (DNVB) have been disrupting many traditional CPG categories such as personal care, oral care, luggage, clothing, shoes, and now – even houseplants. These new brands are not only creating disruption online, but are now driving excitement at retail, too. Traditional CPG companies can not only learn from these new start-ups, but develop their own digital brands to engage new audiences. In this session, learn how you can launch DNVBs inside your organization and the benefits of doing so.

Lance Melnichenko

Brand Manager, Digitally Native Vertical Brands The Scotts Company

MOEN: BREAKING THROUGH THE SEA OF SAMENESS

Not all faucets are created equally, but the way they are advertised leaves consumers blinded by a sea of sameness in aisle and online. Learn how Moen differentiated themselves in the plumbing category through compelling campaigns “Inspired by” and “Who Designs for Water?”,  savvy paid social tactics, and unique brand acts that sparked social engagement. In this session, we’ll walk you through the social media executions of these initiatives, showcase the creative, and spotlight high-level performance. 

Brittany Neish

Senior Social Media Strategist MOEN

CLEVELAND CAVALIERS: TRANSFORMING FROM TRADITIONAL TO DIGITAL MARKETING

As Rocket Mortgage FieldHouse undergoes a physical transformation, the Cleveland Cavaliers are transforming how to better engage with fans and reach new, untapped audiences. Learn how the Cavs are leveraging comprehensive digital marketing campaigns with paid social media, search, and display to understand fan needs and intent – and are utilizing these insights to create more successful fan experiences and more efficient lead generation.

Courtney Hoekstra

Digital Marketing Manager Cleveland Cavaliers

HERMAN MILLER: THE CHALLENGES AND OPPORTUNITIES OF AUGMENTED REALITY AND VIRTUAL REALITY

From design icons like Charles and Ray Eames in the 1950s, to the new workplace in the 1980s, to the Aeron chair in the 1990s, to the Cosm chair just last year, Herman Miller has been the standard in modern furniture for homes and workplaces for the past 100 years. In this session, Bryan Showers, Senior Manager of Digital Products at Herman Miller will share the brand’s experiences with AR and VR, including the highs and lows of leveraging these new technologies for B2B and retail use.

Bryan Showers

Senior Manager, Digital Products Herman Miller

After the event, attendees are invited to experience the Rock and Roll Hall of Fame firsthand, with complimentary access to galleries, exhibits, films, and interactive features.

*Note the Hall will close at 5:30pm