Detroit: April 2, 2013

Doubletree by Hilton Hotel Detroit/Dearborn
5801 Southfield Expressway
Detroit, MI 48228

9:30 AM

Registration Opens

9:30 AM – 10:00 AM

Networking Breakfast

Sponsored by
AT&T AdWorks


10:00 AM - 10:15 AM

Opening Remarks

Joe Laszlo, Senior Director, Mobile Marketing Center of Excellence, IAB

10:15 AM - 11:00 AM

Unilever’s Dove & Ryan Partnership
Creating Cross-Media Campaigns that Empower Brand Ambassadors at Scale

Understand how to leverage consumer-generated content to optimize engagement and earned media impressions.

Knowing consumers overwhelmingly trust peer recommendations, Dove challenged Ryan Partnership to give brand advocates a reason to get involved and a channel to share thoughts about the typically low involvement category. The result, “The Largest Living Ad,” allowed women everywhere to upload photos of “their beautiful skin” to the Dove web site. Each individual photo was used to create a mosaic of the brand’s logo, which was deployed across 10 media channels—including broadcast and an OOH unit displayed in Times Square—ultimately delivering 1 billion media impressions.

Phoebe Myers, Group Director, Ryan Partnership
David Szahun, Director, Mindshare
Rani Yadav, Brand Building, Dove Personal Wash, Unilever

11:00 AM - 11:35 AM

General Motors’ Chevy & CafeMom’s Mamá
Fostering Trust and Creating Opportunity for Customers to Have Their Voices Heard

Understand how General Motors activated and customized word-of-mouth engagement through real mom influencers and got moms talking about Chevy cars.

General Motors sought to drive engagement and discussion among Hispanic moms for Chevy through a partnership with CafeMom’s new site, Mamá

Through bloggers, influencers, and online community centers, mom-to-mom conversations around relevant topics helped General Motors effectively reach and engage the desirable and growing segment of Hispanic moms.

Lucia Ballas-Traynor, Co-Founder and Executive Vice President, CafeMom’s Mamá
Tia Hardenman, Manager, Multicultural Advertising, Chevrolet

11:35 AM - 11:50 AM

Networking Refreshment Break

Sponsored by
AT&T AdWorks


11:50 AM - 12:10 PM

Closing the Loop: Tying Online Ad Exposure to Offline Auto Sales

Learn how data can be used to answer the age old question: did it move cars off the lot?

Through strategic partnerships with data providers such as Korrelate and Polk, Videology can help brands connect their online in-stream video advertising, as well as mobile in-stream video and display advertising, to specific offline auto purchases. In other words, advertisers can now determine if users who saw an advertisement actually purchased a vehicle, and optimize campaigns to drive specific actions. Videology showcases the results it has achieved for leading auto brands using its SalesImpact technology.

Steve Dodd, Executive Director, Midwest Sales, Videology

12:10 PM - 12:55 PM

Panera Bread & Discovery Digital Media
Building a Multiscreen Interactive Experience

Learn how to marry broadcast, online, and mobile to engage influencers with a brand.

Panera Bread wanted to increase awareness of its quality ingredients and sandwich offerings by giving Engaged Food Influencers (EFI) an opportunity to directly impact its menu. Partnering with Discovery Digital Media, the brand developed a cross-platform plan involving on-air media, digital display media, custom digital creative, and extensions to mobile/tablet environments. All channels drove to an interactive tool and contest where users created a sandwich recipe and entered it for a chance to be included in the menu. This multichannel approach resulted in significant brand engagement and lift.

Kelli Nicholson, Manager, Regional Marketing, Panera Bread
Todd Richards, Vice President, Account Management, Discovery Digital Media

12:55 PM - 1:55 PM

Networking Luncheon

Sponsored by
AT&T AdWorks


1:55 PM - 2:30 PM

Marriott Hotels and Resorts & Spotify
Creating Connected Music Experiences Consumers Love

Discover new ways to engage younger audiences and expand brand reach.

Marriott Hotels and Resorts (MHR) wanted to reposition its brand to appeal to a GenX/GenY target without alienating its existing audience. To appear younger and edgier, MHR enticed users to unlock their mood with the Spotify MoodAgent execution. The app allowed users to create a playlist to match their mood, which could then be shared on social channels. By combining listeners’ love of travel and music, MHR spread awareness of the new brand positioning among their core audience of “Masterblenders.”

Gian LaVecchia, US Digital Practice Lead, MEC
Karen Olivares, Director, Brand Marketing, Marriott Hotels and Resorts

2:30 PM - 3:05 PM

General Motors’ Buick & Microsoft
Creating Cross-Platform Content to Engage Young Affluent Consumers

Explore how to increase brand perception by providing a target audience with useful content delivered on platforms they engage with most.

Buick asked Microsoft to help design a campaign that reinforces its new image as an American-made luxury car. The result was re:discover America– a custom content hub that takes “experience junkies” on virtual tours of the country’s most compelling places. Content was aggregated from, and syndicated across, multiple MSN properties and featured a social tie-in to both Facebook and Foursquare. Looking at the country through a new lens encouraged consumers to do the same with Buick, resulting in substantial lift in brand perception.

Kraig Hansen, Director, Creative Experiences, Microsoft Advertising
Jim Kruger, Manager, Digital and Social Media, Buick

3:05 PM - 3:20 PM

Cross-Screen Insights

A day of back-to-back case studies is akin to “drinking from a firehose.” Afraid you missed something? Don’t be. In this closing session, AT&T AdWorks’ Michael Rosen and IAB’s Lisa Milgram highlight the big insights that emerged from the day and ways in which advertisers can think about cross-screen effectiveness. Attendees are encouraged to share their thoughts and ideas.

Michael Rosen, Vice President, Mobile and Online Sales, AT&T AdWorks

Sponsored by


3:20 PM - 3:30 PM

Closing Remarks

Joe Laszlo, Senior Director, Mobile Marketing Center of Excellence, IAB