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Detroit: March 16, 2011

Hyatt Regency Dearborn
600 Town Center Drive
Dearborn, MI 48126

9:30 AM – 10:00 AM

Breakfast and Networking

10:00 AM - 10:15 AM

Opening Remarks

10:15 AM – 11:10 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.

Kari Homan, Worldwide Social Media Manager, Hewlett-Packard
Steve Patrizi, Vice President, LinkedIn Marketing Solutions, LinkedIn
11:10 AM - 11:35 AM

Networking Refreshment Break

11:35 AM - 12:20 PM

 

Prius, Reuters & Saatchi and Saatchi
Taking It to the Streets

Uncover key learnings in combining mobile platforms with out-of-home experiences to amplify buzz and increase audience interaction.

Reuters partnered with Saatchi and Saatchi to design a ground breaking, multiplatform campaign for Prius promoting the brand and showcasing its iPhone application. To extend the reach of the campaign, the Times Square2 design team developed an out-of-home event bringing user drawings to the giant, interactive screens in Times Square where a Prius would drive through signs containing their submissions. Integrating Times Square2 with the mobile platform generated an unprecedented amount of buzz and audience interaction.

Keith Kenner, Account Manager, Midwest Ad Sales, Reuters
Chris Nicholls, Interactive Associate Media Director, Saatchi

12:20 PM – 1:00 PM

 

Kimberly-Clark & Organic
U by Kotex Gets Real

Learn how to blend paid, earned and owned media with branded content to drive campaign awareness and ultimately increase pass along value.

Kimberly-Clark partnered with Organic to reinvent an older brand for today’s young women by integrating their branded website with the social web. U by Kotex drove healthy dialogue and provided real answers by engaging thousands of women in meaningful conversations. The campaign helped drive online dialogue which heightened audience discovery and sharing to earn the brand six and a half times more conversations online than its next closest competitor, translating into higher sales.

Mark Kaline, Global Director – Media, Licensing & Consumer Services, Kimberly-Clark
Julie Lee, Vice President of Engagement, Organic
1:00 PM – 2:00 PM

Networking Luncheon

2:00 PM – 2:15 PM

Afternoon Remarks

2:15 PM – 3:00 PM

 

Ford & Associated Press
Smarter, Greener Power to the People

Increase user engagement through the power of great branded content.

Ford and AP teamed up in 2010 to showcase environmental and technology news stories in their six-week “Ford Drive One” campaign. By providing their audience with breaking news on clean and innovative environmentally friendly technology, Ford’s message of “smarter, greener power to the people” not only yielded higher CTRs but ultimately increased user engagement.

Dan Hodges, Head of Global Sales, Digital and Emerging Products, Associated Press
Melissa Schreiber, Supervisor Digital Media Communications, Mindshare – Team Detroit

3:00 - 3:40 PM

 

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
3:40 PM – 4:00 PM Closing Remarks
4:30 PM - 7:00 PM

IAB.networking
Reception

Big Fish
700 Town Center Drive, Dearborn, MI 48126
4:30pm - 7:00pm