San Francisco: March 19, 2013

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


9:15 AM

Registration Opens

9:15 AM – 10:00 AM

Networking Breakfast

Sponsored by
AT&T AdWorks

Videology

10:00 AM - 10:15 AM

Opening Remarks

Lisa Milgram, Vice President, Events, IAB

10:15 AM - 10:50 AM

Bacardi & Spotify
Crossing Screens, Platforms, and Boundaries to Drive Brand Awareness and Engagement

Learn how to develop a 360 degree integrated online and offline campaign that creates an interactive experience at scale.

Bacardi went on tour with Spotify; making stops at over 30 major music events to create the ultimate road trip. By organically embedding the spirits brand into live events that included easily sharable online music, photo, and video content, the brand created an immersive experience that touched millions of consumers in person and online.

Joe Bagiarek, Brand Manager, Bacardi Rums
Oskar Serrander, Account Director, East Coast Advertising Sales, Spotify

10:50 AM - 11:35 AM

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.

Gretchen Curtis, Director, Media Strategy, Panera Bread
Jim VanBlaricum, Account Manager, Client Solutions, Discovery Digital Media

11:35 AM - 11:55 AM

Videology
Connecting the Dots Between Traditional TV and Digital Video

Learn how new tools are allowing advertisers to seamlessly plan video across traditional and digital devices.

The upcoming television upfront marks the first time that a common measurement metric is available for both television and digital video. This means that brands can now holistically plan their total video campaigns cohesively across devices. The silos are down! Videology explains how its tools and technology are successfully helping brands connect the dots between TV and digital video with exceptional results across an array of categories—from entertainment to auto.

Adam Goodman, Executive Director, West Coast Sales, Videology

11:55 AM - 12:30 PM

Nokia & Amobee
Developing Scalable Mobile Advertising

Explore how leveraging mobile technology can create virtual product experiences that lead directly to sales.

Nokia wanted to reach consumers considering a new phone and expose them to the Windows-powered Lumia 920. Partnering with Amobee, they created an application that simulated the actual experience of navigating the operating system. By enabling users to familiarize themselves with the Lumia 920, and tying that to a GPS-powered “find store” button, Nokia ultimately turned the virtual product experience into a purchase.

Dakota Sullivan, Senior Vice President, Americas, Amobee
Robyn Yoslow, Head, Digital and Influence/Lifestyle Marketing, Nokia

12:30 PM - 1:30 PM

Networking Luncheon

Sponsored by
AT&T AdWorks

Videology

1:30 PM - 2:15 PM

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.

Chris Harris, Executive Vice President, Group Director, Ryan Partnership
Jill Later, Brand Building, Dove Personal Wash, Unilever
David Szahun, Director, Mindshare

2:15 PM - 2:45 PM

Pepsi & Terra Live Music
Reaching Young Hispanic Consumers

Learn how to build and execute a holistic strategy that extends across platforms and screens.

Pepsi’s desire to reach a global Hispanic audience led to a partnership with Terra, a multicultural music and entertainment site. The result was an original, interactive, bilingual platform for advertisers with mobile, video, and tablet components, all which had deep connection to their target audience’s love of music.

This was the first time Pepsi integrated its online efforts in Latin America and in the U.S. Hispanic market with one unified strategy. Ultimately, Pepsi reached a global audience with a successful brand integration across multiple platforms.

Javier Farfan, Senior Director, Cultural Branding, PepsiCo
Soizic Sacrez, Trade Marketing Director, Terra Networks (USA)

2:45 PM - 3:00 PM

Networking Refreshment Break

Sponsored by
AT&T AdWorks

Videology

3:00 PM - 3:30 PM

Intel, Gawker & OMD
Developing a 360 Degree Approach to an Online Challenge

Engage active online users with a behind-the-scenes look at the creative process and put the spotlight on the experience.

Intel infused new energy into the tech marketplace with the introduction of the Ultrabook. Showcasing the creativity their technology enables, Intel teamed with Gawker Media and OMD to develop the Ultrabook Shooting Challenge, blending social, custom video, live events, and sponsored posts. As a result, this execution encouraged sharing, connected consumers, and drove purchases.

James Del, Executive Director, Studio@Gawker, Gawker
Laura Eisman, Associate Director, Strategy, OMD

3:30 PM - 3:50 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’ Elizabeth Bleser and IAB’s Lisa Milgram will provide attendees with a tour back through the day, highlighting the big insights that emerged and ways in which advertisers can think about cross screen effectiveness. Attendees will be encouraged to share their thoughts and ideas as well.

Elizabeth Bleser, Director, Integrated and Strategic Partnerships, AT&T AdWorks

Sponsored by

3:50 PM - 4:00 PM

Closing Remarks

Lisa Milgram, Vice President, Events, IAB

5:00 PM - 8:00 PM

IAB.networking
Happy Hour

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130 Townsend Street
San Francisco, CA 94107

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