Insights from the Brand Experience Committee

Even for products and services with short timelines for usage, relationship marketing is an important tool.

BetMGM shared how it is pioneering the online gaming industry by employing an omnichannel approach that has helped grow and retain their market leader position, driving customer engagement through all product verticals.

At a February 2023 meeting of the ANA Sponsorship and Experiential Marketing Committee, Penguin Random House shared its approach to event marketing.

Walmart described its Makers’ Studio initiative, an experiential activation celebrating Black “Makers” and entrepreneurs across music, fashion, beauty, and food.

As the producers of the Thoughts of a Colored Man were preparing to stage the play on Broadway, they enlisted the agency AKA to assist them in promoting the production to a diverse audience in boroughs outside of Manhattan through experiential marketing.

The Alabama Tourism Department discussed how it used content marketing and a multi-sensory/omnichannel marketing strategy to triple tourism.

Kimberly-Clark shared how it leveraged data to transform into a consumer-centric brand.

Jägermeister evolved a meaningful piece of content for The Lesbian Bar Project into a fully integrated global campaign that produced real tangible results.

CKE Restaurants shared its approach to running loyalty programs for quick serve restaurants.

Walgreens shared how it went from a traditional retail rewards program to an omnichannel loyalty platform that offers its customers a personalized, digital experience.

Splenda shared how it grew its social channels by developing engaging content and contest, and leveraging influencers.

Forrester Research’s Dipanjan Chatterjee examined some of the characteristics that distinguish individuals whose social values influence their purchases from the general population.

From building the world's first project mapping truck and hosting drag queen events to producing the brand's first-ever reality series starring RuPaul's Drag Race alums, Brown-Forman's Fabrícia da Silva showcased some of Jack Daniel's Family of Brands' award-winning experiential work and the unique cultural insights that inspired them.

The latest installment of this quarterly year-long series features the biggest brands and the brightest minds as they share their thoughts on the future of the industry and share some highlights of their plans in experiential marketing over a tumultuous year-long period.

McKinsey & Company’s Jose Carluccio reviewed eight key levers, discovered in McKinsey research, that brands can pull to create more engagement within their loyalty programs and convert customers into true brand fans.

Representatives from Disney outlined efforts to revamp Disney Movie Insiders, the brand’s free loyalty program, using content and an expanded offering to better engage fans and reward them simply for enjoying Disney movies.

Nestlé USA's Bryan Waddell discussed how Hot Pockets doubled down on its investment in esports and gaming and launched Pockets 4 Bits, a campaign that rewarded gamers with Twitch Bits and ignited the brand's strategy in engaging with the teen and young adult demographics.

Trademark Properties shared examples of some of the tactics it has used to attract traffic to its malls and shopping centers.

Speakers from SADA, a cloud solutions provider and Google Cloud partner, discussed the company’s Gold ANA Reggie Award-winning content marketing and relationship management campaign, #CloudQuarters, which was created as a response to the pandemic.

Bethany Evans of The North Face (TNF) discussed how the outdoor retailer’s loyalty program was rebranded and redesigned in partnership with TNF customers to deliver on the promise of “Never Stop Exploring.”