Chicago: April 6, 2011
450 North Cityfront Plaza Drive
Chicago, IL 60611
|8:30 AM – 9:00 AM||
Breakfast and Networking
|9:00 AM - 9:20 AM||
Hewlett-Packard & LinkedIn
Putting Peer Recommendations to Work
Discover the power of branded paid media thoughtfully orchestrated together with social and promotional initiatives.
Hewlett-Packard (HP) was looking for innovative ways to leverage peer recommendations for its enterprise and small business audiences. They teamed with LinkedIn Marketing Solutions to capture and share endorsements of HP products in a professional, business-oriented context. Concurrently, HP and Omnicom Media Group (OMG), launched an ad campaign showcasing customer recommendations received across multiple product lines – dramatically accelerating the rate that HP products were recommended by LinkedIn professionals. The campaign generated over 2,000 new recommendations and over 500,000 viral updates in just the first two weeks.
Larry Nelson, Director, Digital Strategy, Hewlett-Packard
Steve Patrizi, Vice President, LinkedIn Marketing Solutions, LinkedIn
SKECHERS & AudienceScience
Shaping Up in the New Year
Discover the impact of combining online and offline data to create highly targeted online campaigns.
SKECHERS teamed with AudienceScience to target diet and fitness enthusiasts, as well as individuals with fitness-related New Year’s resolutions, as part of the “Love Your Butt” campaign. This three-year continuous operation utilized digital, TV and print media, including the launch of new ads featuring Brooke Burke and Joe Montana, and received an 827 percent ad spend ROI.
David Alpern, Online Marketing & Ecommerce Consultant, SKECHERS
Monica Seebohm, Director of Sales, West, AudienceScience
Networking Refreshment Break
Toyota & Electronic Arts
Driving Brand Affinity Through Interactive Entertainment
Toyota and Saatchi & Saatchi challenged Electronic Arts (EA) to help them build brand awareness and affinity in anticipation of the global launch of the 3rd generation Prius—Toyota’s flagship hybrid car. EA answered the call with a relevant, authentic brand integration into one of EA’s best-selling games, The Sims and most recently Monopoly Millionaires on Playfish. Find out how this campaign succeeded in reaching socially conscious consumers at a scale that moved the needle on Toyota’s goals, while delivering real value to the consumer in the form of enhanced game play.
Gaurika Chadha, Interactive Communications Associate Director, Saatchi & Saatchi LA
Leslie Gelfand, Regional Sales Manager, Electronic Arts
Intel & Federated Media
Making a Branded Hub Sing
Learn how content planning for new and earned channels results in rich community involvement that boosts online presence.
Intel wanted to create a platform that would make their technology a more tangible and “talkable” part of people’s daily lives. They needed to find a way to highlight authentic voices and create content that was worth coming back for. Intel partnered with Federated Media to launch MyLifeScoop.com, a branded site providing practical how-to tips that have inspired conversations among readers. The site now features multiple content formats keeping readers actively engaged and learning.
Jason Ratner, Vice President, Sales, Federated Media
David Zamorski, Media-Strategy Supervisor, OMD
|12:10 PM – 1:10 PM||
|1:10 PM – 1:30 PM||Afternoon Remarks
Kmart & CafeMom
Engagement on Layaway
Learn how Kmart successfully leveraged social media engagement to raise brand awareness, revise consumer perceptions, and promote consumer spending on CafeMom and beyond.
In an effort to get moms buying during an economically tough holiday season, CafeMom aligned with Kmart to promote their budget-conscious layaway program. Kmart’s word-of-mouth influencer campaign incorporated social media to change consumer perceptions and increase awareness of their quality, exclusive products and amazing value. The team enlisted hundreds of eager moms to champion the layaway experience through a series of videos and written posts, all in a centralized digital Smarter Living group.
Matt Horton, Digital Media manager, Sears Holding Corp, Kmart
Christen Mahlmeister, Sales Director Midwest, CafeMom
|2:10 PM - 2:50 PM||
Oracle, Flite (formerly Widgetbox) & IDG
Discover how to continually engage your audience with optimized interactive content.
Looking to go beyond a traditional display campaign, IDG partnered with Flite to produce a new ad format – the Nano Site unit – which delivers an interactive micro-site like experience for Oracle. Audiences were able to read white papers, watch video tutorials, and access other interactive content within a single ad unit. Using their nano site, Oracle was able to get their content closer to the consumer and capture engagement from the “non click through” audience that usually bypass ads.
Ekapat Chareonlarp, Director, Tech Media Lab, IDG TechNetwork
Will Price, Chief Executive Officer, Flite
|2:50 PM - 3:10 PM||
Networking Refreshment Break
Tabasco & Associated Press
Sports News Wins Big
Learn how delivering relevant content through banner ads propels user engagement and increases ROI.
Tabasco teamed up with AP Banner News to develop an innovative marketing solution to increase user engagement and extend message impact. To reach the target audience of 18 – 49 year old men, Tabasco used banner ads to drive this demographic to branded landing pages on which AP delivered its relevant sports content.
Mark Cotter, Chief Executive Officer, The Food Group
Mike Dutton, Global Director for Entertainment Products, Associated Press
|3:50 PM - 4:30 PM||
MTV, Universal & Innovid
Explore audience interactivity with new video formats, new features and utilization of social media and its effect on interactive pre-roll campaigns.
MTV partnered with Innovid for the launch of Universal Pictures “Paul” movie. MTV utilized Innovid’s unique ad format, the iRoll®, to enhance the pre-roll experience and convert it into interactive and engaging video. Utilizing the Innovid iRoll®, MTV found that users were highly engaged with the unit, with 6.08% opening the slate. This was 287% higher than the regular Paul pre-roll. A high percentage of viewers, at 95.33%, completed the 30 sec pre-roll. For users that opened the engagement slate, they spent an average of 69 seconds interacting with the ad, 130% higher than pre-roll length. This is 100% higher than Innovid’s benchmark of 30% time spent lift for theatrical releases.
Zvika Netter, Chief Executive Officer and Co-Founder, Innovid
|4:30 PM - 5:00 PM||Closing Remarks|
|5:30 PM - 7:30 PM||