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San Francisco: April 14, 2011

Mission Bay Conference Center at UCSF
1675 Owens Street, Suite 251
San Francisco, CA 94143

8:30 AM – 9:00 AM

Breakfast and Networking

Sponsored by:

9:00 AM - 9:15 AM

Opening Remarks

9:15 AM – 10:00 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

10:00 AM – 10:30 AM

ngmoco:) & appssavvy
Social Mobile Gaming

Learn how to leverage social activity taking place within a mobile gaming experience.

ngmoco:) partnered with appssavvy to connect with a large tech savvy audience during the holiday season through the popular mobile social game, Godfinger All-Stars. The social activity campaign brought the Windows Cloud to life within the game, increasing brand interaction levels through heightened audience engagement.

Chris Cunningham, Co-founder and CEO, appssavvy
Caryl Shaw, Executive Producer, ngmoco:)
10:30 AM - 10:50 AM

Networking Refreshment Break

Sponsored by:

10:50 AM – 11:30 AM

Betty Crocker & MRM
Bake The Change

Learn how driving brand awareness by increasing community engagement creates an evergreen platform raising the profile of the brand.

Betty Crocker needed to become a contemporary digital service brand that delivers knowledge, inspiration, and tools to create real moments through baking. Through their partnership with MRM, Betty Crocker developed Bake The Change, a campaign aimed at attracting the next generation of bakers using social media, mobile apps, digital video and eNewsletters.

DyShaun Muhammad, Senior Marketing Manager, General Mills
Adam Donnelley, EVP, Client Solutions Director, MRM Worldwide, New York
11:30 AM – 12:10 PM
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
12:10 PM – 1:10 PM

Networking Luncheon

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1:10 PM – 1:30 PM

Afternoon Remarks

1:30 PM – 2:10 PM

Gran Turismo 5 & IGN
Race through the Bay

Learn how this cross-platform campaign incorporated online, social, mobile, traditional media and real world experiences to bring this campaign to life.

AskMen and Gran Turismo 5 partnered to create the “Race through the Bay Challenge” which was featured on an AskMen-created microsite in an effort to drive traffic and engage users in real-world scenarios. The top “Racers” were given the opportunity to join in by navigating to various check points in San Francisco, completing real-life challenges inspired by Gran Turismo 5, and racing towards the finish line. Co-branded units as well as AskMen San Francisco city specific newsletters were used to drive traffic to the contest microsite bringing in more than 5 million contest page impressions and 65 entrants.

Armando Gomez, Director, Advertising & Promotions, AskMen, IGN Entertainment
Lauren Mehl Tetuan, SVP, Digital Group Media Director, Deutsch Advertising
Yael Prough, Director of Sales, IGN Entertainment

2:10 PM - 2:40 PM

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

2:40 PM - 3:00 PM

Networking Refreshment Break

Sponsored by:

3:00 PM - 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 - 4:20 PM

Symantec & TubeMogul
7 Steps to Windows 7

Discover how to boost branded video views through targeted social media engagement methods.

Needing to reach IT professionals within large organizations, as well as strategic IT businesses, Symantec partnered with TubeMogul to develop creative videos explaining their products for IT migrations. By leveraging video delivery platforms, their instructional “7 Steps to Windows 7” campaign was served as a standalone ad within social applications and display ad units on targeted technology sites, increasing audience reach and engagement.

Michael Parker, Vice President Digital Marketing, Symantec
Mark Rotblat, Vice President Sales, TubeMogul

4:20 PM - 5:00 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.

Tal Chalozin, Chief Technology Officer and Co-Founder, Innovid
Candice MacDonald, Sales Director, Innovid
5:00 PM – 5:10 PM Closing Remarks
5:30 PM - 7:30 PM


Mars Bar & Restaurant
798 Brannan Street @ 7th, San Francisco, CA 94103
5:30pm - 7:30pm

Sponsored by:
Say Media