New York City: March 14, 2011
Downtown Conference Center
157 William Street
New York, NY 10038
|8:30 AM – 9:15 AM||
Breakfast and Networking
|9:15 AM - 9:30 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.
Jeff Jarrett, Global Director, Digital Marketing, Kimberly-Clark
Julie Lee, Vice President of Engagement, Organic
Kraft, Digitas & Innovid
Spread a Little Philly
Explore audience interactivity with new video formats across multiple screens and on the go.
Digitas partnered with Innovid to increase engagement with Kraft and promote the many ways users can use Philadelphia Cream Cheese in cooking. Kraft 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®, Kraft found that 24%, or one out of four viewers, has interacted with the Philly Brand and Recipes, compared to .3% for the standard pre-roll.
Jully Hong, Associate Director, Media & Optimization, Digitas
Zvika Netter, CEO & Co-Founder, Innovid
|10:50 AM - 11:15 AM||
Networking Refreshment Break
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
|12:00 PM – 1:00 PM||
|1:00 PM – 1:15 PM||
|1:15 PM – 1:55 PM||
MediaVest & DBG
Brand Integration Done the Right Way
Discover how branded entertainment is used to establish meaningful connections between brands and their audiences through effective integration.
Mediavest and DBG have partnered together to showcase multiple branded entertainment series featuring the Sprint, Ford and Mars sponsored and Seth Green and DBG produced ControlTV as well as the multi-platform Style series, presented by Diet Coke. These programs have integrated their respective brands in different ways, but each just as effective. Based upon upstream planning, brand integration and product placement these brands helped to enhance the quality of the programming and supply value to their audiences.
Doug Bandes, Senior Vice President, Sales, DBG
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 and Ecommerce Consultant, SKECHERS
Monica Seebohm, Director of Sales, West, AudienceScience
2:35 PM - 2:50 PM
Networking Refreshment Break
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
Sean Longworth, Vice President of Sales, Flite
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
|4:10 PM – 4:30 PM||Closing Remarks|
|5:00 PM - 7:30 PM||