Brand Activation: Connection with Consumers - Presented by Blue Chip

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Brand Activation — marketing that both builds a brand’s image and drives a specific consumer action through one or more of six identifiable disciplines. These disciplines help bring a brand to life by connecting and interacting with the consumer on a personal level.

Join us to hear how companies in a variety of industries and with varied budgets strategically drive their business results via integrated Brand Activation marketing.

This virtual event – the third in a 7 part series of Virtual Half-day Conferences – will bring together inspiring and insightful sessions showing the real world, synergistic integration of ALL the disciplines of Brand Activation including Experiential, Influencer, Content, Promotion, Relationship and Commerce Marketing.


Agenda

TIME EVENT DETAILS LOCATION
Tuesday, June 16, 2020
11:00am
- 11:15am
Welcome Remarks

Leah Marshall
Director, Influencer Marketing ANA
11:15am
- 11:45am

THE NEW RULES OF BRAND ENGAGEMENT

The COVID-19 pandemic forced brands to dramatically alter their creative messaging overnight. Brand messaging quickly shifted from product to purpose, from promotion to partnership, all while infusing empathy and relevance. Also, the channels through which marketers reached consumers changed. Brands were forced to relate to consumers on a more personal level than ever before. This moment in time marks a shift in consumer relationships with brands. So, what lessons will brands take into the future of how and where to connect with consumers? We’ll break down what this change represents and the new rules of engagement for brands going forward

Stanton Kawer
CEO Blue Chip
Joel Walker
Vice President, Group Creative Director Blue Chip
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11:45am
- 12:15pm

HOW BLACK FOREST GUMMY BEARS PARTNERED WITH SOCIAL INFLUENCERS FOR SOCIAL GOOD

In light of the catastrophic wildfires across the country, the Black Forest team worked with The National Forest Foundation on a new social campaign timed with #NationalLoveATreeDay. For every tree emoji that was “planted” in the post's comments, they committed to planting a tree in areas affected by wildfires. The team took a creative and unique approach to amplify the campaign, engaging social media influencers and tracking the forest growth progress in real time on social, all which helped the brand plant 100K trees. 

Brian Camen
Director of Digital, Social & Community Ferrara Candy Company
Blake Cadwell
General Manager Los Angeles Day One Agency
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12:15pm
- 12:45pm

PANERA BREAD'S PANDEMIC PIVOT AND THE ENTREPRENEURIAL SPIRIT BEHIND IT

Rising to the occasion during difficult times is what great companies do.  Join Panera Bread to learn how they rapidly launched two new concepts, Panera Grocery and Panera Curbside, and also formed partnerships with the USDA, with Chef Jose Andres and the World Central Kitchen, and with “Meals for Heroes” enabling food delivery to over 800 hospitals. Scott will also share about Panera and Feeding America’s involvement in the celebrity-fueled movement, “Together Without Hunger” and a heartfelt campaign shining the light on Panera’s delivery drivers. 

Scott Nelson
Vice President, Marketing Panera Bread
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12:45pm
- 1:15pm

GETTING (S')MORE OUT OF YOUR SEASONAL EXPERIMENTAL CAMPAIGN

Following their highly successful “Be an Outsider at Work” campaign, outdoor retailer L.L.Bean set out to launch their next major summer activation. This time, instead of focusing on work, L.L.Bean turned their attention to the thing that matters most to people: their families. Learn how L.L.Bean encouraged consumers to get “S’more Out of Summer” with their family and friends. Speakers will provide tips on how to launch a successful seasonal experiential campaign on a national scale and ways to engage multiple consumers simultaneously through a shared experience.

Michele Martin
Senior Manager, Brand Amplification L.L.Bean
Kelly Warsky
Senior Manager, Experiential L.L.Bean
Alicia Durfee
VP, Group Account Director Jack Morton
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1:15pm
- 1:30pm
Closing Remarks

Leah Marshall
Director, Influencer Marketing ANA
2:00pm Event Ends


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.