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8:15am
9:00am
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Breakfast
General Session
Opening Remarks
Scott Pawloski
Regional Vice President
Microsoft Advertising
COCA-COLA LETS FANS DECIDE THE ENDING OF THEIR BIG GAME CAMPAIGN
After their award-winning Polar Bowl campaign in Super Bowl 2012, Coca-Cola knew they had to up the ante for 2013 and set out to create an interactive fan experience like never before. The 2013 "Coke Chase" Super Bowl campaign centered around the idea that "You decide the ending", giving fans and consumers the opportunity to choose how the story ends on the world's biggest stage, the Super Bowl. Hear how Coca-Cola gamified the Big Game with content across broadcast, digital and social with calls to action for fans to participate and engage with the brand before, during and after the game.
Jennifer Healan
Group Director, Integrated Marketing Content
Coca-Cola
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CARS.COM “NO DRAMA” APPROACH TO INTEGRATED MARKETING
Cars.com’s 2013 Super Bowl Ad kicked off the organization’s first truly integrated marketing campaign spanning all audiences: consumers, customers, the industry and employees. All centered around one BIG IDEA, the campaign drives a consistent message across all consumer and B2B channels. As a company, Cars.com is living the brand message of “ALL DRIVE. No drama.” and whether you are a consumer, customer, or employee the connectivity of their first integrated communications message is clear: delivering a stress-free shopping experience for all.
Jen Leemis
Senior Manager, Brand Marketing
Cars.com
Alice Marder
Senior Manager, Integrated Marketing
Cars.com
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MULTISCREEN MAYHEM: CREATING ENGAGING CONTENT ACROSS MULTIPLE SCREENS
More consumers own upwards of 4 connected devices, relating with content in a way that was never before possible. While marketers are poised to reap the benefit of more touchpoints across screens, there is still little understanding of the best ways to engage consumers and guide the user experience across multiple screens. Microsoft’s Cross Screen Engagement Study will shed light on how marketers can provide flexible, portable, engaging content that will resonate across devices.
Kelly Jones
Head of the Global Through Leadership Research Program
Microsoft Advertising
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DOMTAR’S PAPERBECAUSE CAMPAIGN: BEHIND THE SCENES OF A PAPER MOVEMENT
In this digital, environmentally conscious age, paper was getting a bad rap. As North America’s leading maker of copier and printer paper, Domtar knew it had to do something about it. But with a limited budget, a broad consumer advertising campaign wasn’t in the cards. So Domtar is fighting back with an integrated effort targeted to opinion leaders and purchasers of large volumes of paper. This campaign uses a combination of digital, social, viral, video, PR – and, of course, print – to send a powerful message. Paper: Because is personal, emotional, creative, memorable, effective and yes, sustainable. It’s become a movement that’s changed opinions about paper and, in the process, created preference for the Domtar brand.
Paige Goff
Vice President, Sustainability and Business Communications
Domtar
Matt Ferguson
Managing Partner
Eric Mower + Associates
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12:50pm
1:50pm
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Luncheon
General Session Continued
MARKETING DOESN’T WORK IN A SILO… SO DON’T MEASURE IT THAT WAY
Most companies today measure their cross media activities in silos. Instead, marketers need to crack the code to gather the value of their marketing tactics, their impact on short and long term value, the correct attribution and synergies, and how to use this information to optimize and predict future business performance. This session will teach marketers how to achieve measurable and incremental value from their marketing investments while sharing media benchmarks and client case studies across a number of industries.
Doug Brooks
Executive Vice President Global Strategic Account Management
Marketing Management Analytics (MMA)
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VICKS: HOW TO SELL THERMOMETERS WHEN NO ONE GETS THE FLU
A child’s comfort and safety is a mom’s number one priority. During flu season, moms are always looking for quick and reliable ways to detect symptoms early to save their child the discomfort of becoming sick. To introduce Vicks’ new Behind Ear Thermometer, Kaz had to overcome our mom’s innate belief that there’s no reason to change from her current, traditional thermometer that already fulfills her needs to take a measurement in a brand new location. Learn how Vicks created a fully-integrated campaign featuring a hyper-targeted mobile experience that successfully drove moms into retailers to purchase the new thermometer during the lowest flu season on record.
Lara Peterson
Vice President of Marketing, Healthcare
Kaz, Inc
Sarah VanHeirseele
Vice President of Digital
Blue Chip Marketing Worldwide
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