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Los Angeles: March 29, 2011

Hyatt Regency Century Plaza
2025 Avenue of the Stars
Los Angeles, CA 90067

8:30 AM – 9:00 AM

Breakfast and Networking

Sponsored by:
Innovid     thisMoment

9:00 AM - 9:20 AM

Opening Remarks

9:20 AM – 10:00 AM

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.

Shane Ginsberg, Vice President, Global Business Development, Organic
Deb Hannah, Integrated Marketing Planning Director, Kimberly-Clark

10:00 AM – 10:40 AM

Sony Pictures Entertainment & appssavvy: The Green Hornet on Mafia Wars
A Blockbuster Social Gaming Premiere

Learn how understanding the social activity taking place, and then adding value to a gaming experience leads to a blockbuster social gaming premiere.

Sony Pictures teamed with appssavvy to generate excitement for the theatrical release of The Green Hornet by leveraging the popularity, male-dominated audience and scale of Mafia Wars. The social activity campaign encouraged players to complete jobs in order to uncover Green Hornet loot items, leveraging the social nature of the game to drive branded messaging from the film.

Chris Cunningham, Co-Founder and Chief Executive Officer, appssavvy
Wendy Feldman, Executive Director, Mobile Marketing and Digital Promotions, Sony Pictures
10:40 AM - 11:00 AM

Networking Refreshment Break

Sponsored by:
Innovid     thisMoment

11:00 AM - 11:10 AM

Morning Remarks

11:10 AM – 11:50 AM

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 Veneski, Senior Digital Strategist, Intel

11:50 AM – 12:30 PM

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
12:30 PM – 1:30 PM

Networking Luncheon

Sponsored by:
Innovid     thisMoment

1:30 PM – 1:45 PM

Afternoon Remarks

1:45 PM – 2:30 PM

MTV, Universal & Innovid
“Paul”

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.

Tal Chalozin, CTO & Co-Founder, Innovid

2:30 PM - 3:10 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.

Christy Butlin, Account Manager, West Coast Ad Sales, Reuters
Gaurika Chadha, Interactive Associate Communications Director, Saatchi
Kim Kyaw, Senior Media Strategist, Toyota

3:10 PM - 3:30 PM

Networking Refreshment Break

Sponsored by:
Innovid     thisMoment

3:30 PM - 4:00 PM

thisMoment
Increasing Consumer Engagement Through Integrated Marketing

Learn how brands leverage new technology platforms to power the integration of bought, earned and owned media on a global basis.

This series of mini case studies will explore the importance of integrated marketing with the expanding influence of social media and UGC. New technologies are allowing brands to integrate paid, earned and owned media to drive deeper engagement with consumers. During this session, thisMoment Co-Founder and CEO, Vince Broady will examine how brands like Disney, Buick and HP are leveraging these new platforms to power interactive experiences and measure their impact across the globe.

Vince Broady, Chief Executive Officer, thisMoment

4:00 PM - 4:40 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
4:40 PM – 5:00 PM Closing Remarks
5:30 PM - 7:30 PM

IAB.networking
Reception

X bar
Hyatt Regency Century Plaza
2025 Avenue of the Stars, Los Angeles, CA 90067
5:30pm - 7:30pm