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Detroit: March 27, 2012

Join us in Detroit from 8:30AM – 5PM for these case studies and more.

Hyatt Regency Dearborn
600 Town Center Drive
Dearborn, MI 48126


8:30 AM – 9:00 AM

Breakfast and Networking

Sponsored by
Collective

9:00 AM - 9:15 AM

Opening Remarks

Lisa Milgram, Vice President, Events, Interactive Advertising Bureau

9:15 AM - 9:45 AM
Buick, Time Warner Global & Time Inc.
Creating High-Impact Custom Content Integrations

How To: Align a brand with young affluent consumers by leveraging content and platforms that resonate most with the demographic

Buick partnered with Time Inc. to create an integrated media program, connecting the brand with Fortune’s “40 Under 40” franchise. Custom editorial with a focus on digital and social integration, along with broadcast and live events, allowed Buick to reach its target with demographically relevant methods and messages, ultimately increasing brand awareness and sales.

Aaron Gallagher, Vice President, Digital Sales, Time Inc. Branded Solutions
David Howe, Group Sales Director, Time Inc.
Tim O’Neill, Advertising Manager, Buick

9:45 AM - 10:35 AM
Mary Kay & BlogHer
Leveraging “Influencers” to Create Deep Engagement with Branded Content

How To: Harness the power of influential advocates to drive authentic dialogue and sales

Mary Kay approached T2 Media and Vizu to help transform its advertising beyond a “traditional” digital campaign. Through collaboration with BlogHer, Mary Kay developed branded content written by influential and info-savvy women who share advice, opinions, and recommendations of beauty products. These genuine conversations engaged readers with the brand in a positive way, ultimately influencing purchase intent and sales.

Jory Des Jardins, Co-Founder and President, Strategic Alliances, BlogHer
Sean O’Neal, President and Chief Revenue Officer, Vizu
Tamara Phillips, President and Media Director, T2 Media
Marti Zehr-Breedlove, Manager, Advertising, PR and Integrated Marketing, Mary Kay

10:35 AM - 11:15 AM

Networking Refreshment Break

Sponsored by
Collective

11:15 AM - 12:00 PM
Mint Dentistry & Pandora
Putting Mobile & Hyper-Local Targeting in Your Media Mix

How To: Reach a hyper-local target audience to drive high ROI leads and customers

Mint Dentistry, a Dallas-based dental practice, ran a zip code targeted mobile campaign on Pandora Radio to drive awareness about the practice and to generate new client leads. Over 2 million mobile ads reached the audience, driving consumers to the mobile web site to learn more about the company, their expertise, and to schedule appointments. The relevancy of the targeted message led to extremely efficient cost-per-acquisition for this small business.

Kim Luegers, Director, Mobile Marketing, Pandora

12:00 PM - 12:30 PM
Collective
Causal Attribution: Times Likes These Call for Drastic New Measures

How To: Measure true ROI generated from display and video advertising

Industry standard measures like click-through-rate (CTR) and post-impression attribution can be misleading, guiding marketers to optimize away from their target audiences and allocate budget to the wrong media partners. Powered by Collective, Causal Attribution allows brands and direct marketers to accurately measure how their display advertising affects the behavior of specific audiences and quantify the true incremental value generated from their display advertising spend as part of their overall media mix.

Justin Evans, Senior Vice President, Emerging Media, Collective

12:30 PM - 1:45 PM

Networking Luncheon

Sponsored by
Collective

1:45 PM - 2:15 PM
Land Rover, Mindshare & Eyeview
Personalized and Localized Video Advertising

How To: Minimize wasted media and ensure maximum value using localized video advertising

Mindshare and Land Rover partnered with personalized video technology provider Eyeview to leverage their national broadcast video for regional campaigns in multiple markets. The ads were designed to provide a personalized, localized ad experience for each user and drive visits to local Land Rover dealers. As a result, Land Rover was able to deliver personalized pre-roll ads for 28 unique dealers across 5 DMAs, with 97 percent of the media delivering personalized ads to viewers.

Norah Janson, Senior Media Planner, Mindshare
Tal Riesenfeld, Vice President, Sales, and Co-Founder, Eyeview Digital

2:15 PM - 3:00 PM
Chiquita & Modea
Marrying Local, Social, and Paid Media to Drive Trials and In-Store Purchases

How To: Create 360° integrated digital experiences which lead to awareness and sales for new and emerging brands

Chiquita approached Modea to create a digital presence for its new Healthy Snack product line. “Discover the Snack Side of Fruit” was a comprehensive campaign which pushed trials to geotargeted “influencer” moms, and leaveraged multiple platforms including Facebook, a microsite, and branded video content, as well as contextual digital media buys. The resulting media mix noticeably changed the face of the brand.

Steve Grant, Head, Strategy, Modea
Chris Hackney, Vice President, Client Services, Vitrue Games

3:00 PM - 3:30 PM

Networking Break

Sponsored by
Collective

3:30 PM - 4:15 PM
Schick, Edelman Digital & BuzzFeed
Harnessing Popular Culture to Optimize Brand Messages for Viral Distribution

How To: Go beyond traditional messaging avenues to put your brand in the stream of consumers’ conversations

Schick engaged Edelman Digital and BuzzFeed to create a culturally relevant social media campaign. “Shave the World” and “Razorbombing” encouraged consumers to engage with the brand in a way that tied into major memes of the moment such as planking. By tapping into what consumers were already talking about, Schick leveraged that buzz and positioned the brand campaign for optimal pass along and shareablity.

Melle Hock, Senior Account Supervisor, Edelman
Suma Nagaraj, Brand Manager, Schick
Andy Wiedlin, Chief Revenue Officer, BuzzFeed

4:15 PM - 4:45 PM

Closing Remarks