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San Francisco: March 20, 2012

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

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

Lisa Milgram, Vice President, Events, Interactive Advertising Bureau

9:15 AM - 9:45 AM
L’Oréal & Federated Media
Driving Authentic Engagement with Branded Content

How To: Leverage content as social currency

L’Oréal and Federated Media relaunched branded beauty blog, Makeup.com, empowering expert bloggers to create dialogue around L’Oréal. A high-impact “conversationalist” ad unit aggregated and syndicated this content while driving traffic back to the brand site. Combining social sharing, branded content, and display media in this way led to engagement which far exceeded previous benchmarks.

Neil Chase, Senior Vice President, Editorial, Federated Media
Farrah Linden, Media Director, L’Oréal

9:45 AM - 10:15 AM
Diageo’s Smirnoff & Profero
Using Social Media to Turn Fans into Customers

How To: Engage consumers via social channels and leverage those connections for promotional and sales activation

Smirnoff partnered with Profero to engage its massive global community from Facebook and YouTube. Fans worldwide co-curated events incorporating the brand with the best of local nightlife, culminating in a one-of-a-kind “Nightlife Exchange” party held on the same night all over the world. In addition to mobilizing the world’s largest online spirits community, Smirnoff hosted live, branded events in over 50 countries and served over 100,000 cocktails.

Wayne Arnold, Co-Founder and Global Chief Executive Officer, Profero
Michelle Klein, Vice President, Content, Digital and Communications, Diageo

10:15 AM - 10:45 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.

Laurie Felton, Account Manager, Time Inc. Branded Solutions
Aaron Gallagher, Vice President, Digital Sales, Time Inc. Branded Solutions
Tim O’Neill, Advertising Manager, Buick

10:45 AM - 11:15 AM

Networking Refreshment Break

Sponsored by


11:15 AM - 12:00 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.

Andrew Foote, Senior Vice President, Edelman Digital
Suma Nagaraj, Brand Manager, Schick
Andy Wiedlin, Chief Revenue Officer, BuzzFeed

12:00 PM - 12:30 PM
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.

Jeremy Stanley, Senior Vice President, Product and Data Sciences, Collective

12:30 PM - 1:30 PM

Networking Luncheon

Sponsored by


1:30 PM - 1:50 PM
Major League Baseball Advanced Media & Quantcast
Increasing Ad Spend ROI

How To: Put audience targeting to work and deliver personalized advertising

Major League Baseball Advanced Media (MLBAM) and MLB teams including the New York Yankees and the Los Angeles Dodgers, partnered with Quantcast to reach fans in local markets. Through cutting-edge real-time advertising technology, teams were able to find more potential game-goers and drive online ticket sales conversions. Combining impression level targeting, real-time bidding, and lookalike technology delivered the highest return on advertising spend, ultimately finding the most new customers.

Jag Duggal, Vice President, Product Management, Quantcast
Barbara McHugh, Senior Director, Marketing, Major League Baseball Advanced Media

1:50 PM - 2:30 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.

Adam Archer, General Manager, Vitrue Games
Steve Grant, Head, Strategy, Modea
Heath Osburn, General Manager, Emerging Business, Chiquita

2:30 PM - 3:00 PM
Intel, Google & Katalyst
Content, Conversation, and Community

How To: Develop a content strategy that organically highlights a brand’s key attributes

Intel engaged Katalyst and Google to partner on a content play that connected the brand with real world examples of its key attributes—innovation and inspiration. The result was “IdeaJam,” a series of brainstorm sessions bringing together the brightest minds in an array of creative fields to promote dialogue around the theme of “What Inspires You?” Intel products and technologies were incorporated into these sessions which were live streamed. Consumer participation was encouraged via social channels, ultimately creating a platform that put Intel at the center of a conversation and community focused on innovation.

Laurie Koehler, Consumer Campaigns Manager, the Americas, Intel
Kris Ordaz, Director, Client Services, Katalyst
Frank Thom, Head, Industry, Google

3:00 PM - 3:30 PM

Networking Break

Sponsored by


3:30 PM - 4:15 PM
Charles Schwab, Universal McCann & Flite
Marrying Real-Time Content with Display for Maximum Brand Relevancy

How To: Leverage the real-time nature of the web by pulling dynamic content into paid placements to maintain timeliness and engagement

When the stock market crashed in the midst of a Charles Schwab ad campaign, the brand needed to overhaul its messaging—fast. By developing dynamic display ads which aggregated up-to-the-minute financial news and content the brand was able to drive engagement rates which far surpassed other institutions in the category.

Gregory Comolli, Senior Advertising Manager, Digital Advertising and Social Media, Charles Schwab
Jessica Leck, Director, Sales, Flite
Matt Nessier, Senior Vice President, Emerging Media, Universal McCann

4:15 PM - 4:45 PM
Procter and Gamble’s Bounty, Carat & Electronic Arts
Building Engagement and Reinforcing Brand Attributes with Virtual Products

How To: Create high-impact product integrations within social games

Procter and Gamble’s Bounty partnered with Electronic Arts to develop a social gaming experience that built affinity with its line of products, integrating the “Bounty Clean Challenge” into the game “Restaurant City.” By encouraging gamers to clean virtual “spills” with Bounty product and earn rewards, the brand added value to the gaming experience. The result was over 3 million impressions and significant lifts for all key brand metrics.

Amy Elisei, Director, Communications Planning, Bounty
Aaron Lassila, National Director, Global Media Solutions, Electronic Arts
Ihsan Leggett, Assistant Brand Manager, Bounty, North America
John Wolff, Senior Digital Strategist, Family Care, Procter and Gamble

4:45 PM - 5:00 PM

Closing Remarks