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New York: November 15, 2010

The Downtown Conference Center
157 William Street (@ Ann St.)
New York, NY 10038

9:00 AM


Sponsored by:
Electronic Arts

9:00 AM – 9:30 AM

Continental Breakfast

Sponsored by:

9:30 AM - 9:40 AM

Welcome Remarks

David Doty, Senior Vice President and Chief Marketing Officer, Interactive Advertising Bureau—Event Chair

9:40 AM - 9:50 AM

Opening Remarks

Sponsor Opener
Electronic Arts

9:50 AM – 10:30 AM

CafeMom & Pillsbury
Baking Up Gaming Fun for Moms

When Pillsbury sought buzz and awareness around their Sweet Rolls product, they turned to CafeMom to engage moms and encourage the target audience to make Sweet Rolls a part of their Sunday morning breakfast traditions. CafeMom and Pillsbury took an innovative approach to getting moms’ attention by integrating Sweet Rolls into Latte Land, CafeMom’s original hit game that allows moms to run their own virtual coffee shop. The results of this campaign showed strong success using the power of social gaming as a vehicle to influence and engage consumers.

Laura Fortner, Executive Vice President, Marketing and Business Development, CafeMom

10:30 AM – 11:10 AM

Toyota & Electronic Arts
Driving Brand Affinity Through Interactive Entertainment

Toyota and Saatchi & Saatchi challenged Electronic Arts (EA) to help them build brand awareness and affinity in anticipation of the global launch of the 3rd generation Prius— Toyota’s flagship hybrid car. EA answered the call with a relevant, authentic brand integration into one of EA’s best-selling games: The Sims. Find out how this campaign succeeded in reaching socially conscious consumers at a scale that moved the needle on Toyota’s goals, while delivering real value to the consumer in the form of enhanced game play.

Gaurika Chadha, Interactive Communications Associate Director, Saatchi & Saatchi LA
Joy Taylor, Global Director, Marketing Solutions, Electronic Arts

11:10 AM - 11:30 AM

Networking Refreshment Break

11:30 AM – 12:10 PM

MTV & appssavvy
Video Music Awards on Mall World

MTV teamed with appssavvy to engage the social graph in support of one of MTV’s cornerstone events—the Video Music awards (VMas). The effort leading up to the VMas joined people’s social activity on Mall World, a social application game with more than 4.7 million monthly active users on facebook. On Mall World, people create styles for themselves and friends, and shop in a variety of Mall World boutiques, earning virtual goods by creating new looks for themselves and friends. MTV integrated a new experience into the game with Mall World “looks” inspired by the 2010 VMAs and its iconic celebrity figures. Players had access to accessories and clothing options (virtual goods) associated with top pop-culture/music personalities, such as Lady GaGa sunglasses and shoes, the Beyonce “Single Lady” diamond ring or full VMa outfits.

Learn how understanding the social activity taking place, then adding value to the game experience leads to an awarding social gaming play.

Damon Burrell, Vice President, Consumer Marketing, MTV
Chris Cunningham, Co-Founder and Chief Executive Officer, appssavvy

12:10 PM – 1:00 PM

Networking Luncheon

Sponsored by:
Electronic Arts

1:30 PM – 1:40 PM

Afternoon Remarks

Sponsor Remarks

1:40 PM – 2:20 PM

Unilever & WildTangent
Gaming the Media Mix

In partnership with Mindshare and WildTangent, Unilever developed a winning formula for engaging their target consumers at play while positively impacting key brand health metrics. Mindshare will offer insights on how gaming performs compared to other verticals and the role it plays in their clients’ media mix. Get inside access to three key programs, all powered by WildTangent’s BrandBoost platform and implemented by Unilever in the past year: a beauty games channel giving Unilever’s Dove and Suave brands ownership of all beauty games in the WildTangent Games App while enabling women to play premium games for free; integration into The Price Is Right game across the PC, Wii, DS, iPhone, and Facebook platforms; and a recent campaign by Dove enabling social gamers to access premium virtual items on Facebook by engaging with their brand.

Esohe Omoruyi, Digital Director – Team Unilever, Mindshare
Bill Clifford, Vice President, Global Ad Sales, WildTangent

2:20 PM - 3:00 PM

The History Channel & Xbox LIVE
World War II in HD

For the launch of its TV documentary series, “World War II in HD,” The History Channel invited Xbox LIVE subscribers to experience the sights and sounds of the battlefield through visually rich, 15-second streaming video and display banners that directed users to a branded destination page. From there, they could interact with content including a series preview, gamer pics and themes and enter a Gears of War sweepstakes for a chance to win gamer points, exclusive DVDs and a flat screen TV. The campaign included a mobile component that allowed users to enter a short text code to receive a viewing reminder about the documentary. Among members of the exposed group who recalled seeing the ads, 46% said they watched The History Channel after seeing the ads—that’s 2.9 million viewers and 68% of those who clicked on the ads indicated they watched the video preview for “WW II in HD” while 27% said they visited History.com.

3:00 PM - 3:30 PM

Closing Remarks and Audience Discussion

David Doty, Senior Vice President and Chief Marketing Officer, Interactive Advertising Bureau—Event Chair