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Chicago: March 16, 2010  - SOLD OUT!

The Gleacher Center
450 North Cityfront Plaza Drive
Chicago, IL 60611

9:00 AM – 9:20 AM

Breakfast & Networking

Sponsored by:

9:20 AM - 9:40 AM

Opening Remarks

9:40 AM – 10:20 AM

Betty Crocker & CafeMom
Authenticity, Transparency and Relevancy—A Recipe for Social Media Success

The Betty Crocker brand brought moms together around birthday party planning on CafeMom.com through a wide range of coordinated social strategies. A successful word-of-mouth influencer program, custom virtual parties and other unique social tactics got moms to engage with and talk about Betty Crocker products within their communities.
 
Learn how to tap into a target audience’s social sphere and join the conversation in an authentic way, ultimately inviting consumers to engage with your brand.

Dave Eisen, Marketing Manager, Baking, General Mills
Laura Fortner, Executive Vice President, Marketing and Business Development, CafeMom

10:20 AM - 11:00 AM

Electronic Arts & Disney Media
Integration from Online to Onboard

Electronic Arts partnered with Disney Online, Disney Cruise Line and Wieden+Kennedy to launch EA Sports Active, a new fitness game for the Nintendo Wii targeted to moms. Deep integration involving multiple media properties, sweepstakes and tie-ins to live exercise classes onboard Disney Cruise Line’s Goofy Pool Deck allowed Electronic Arts to reach its audience in a persuasive and engaging way.  

Get a look at what true integration looks like and how it can engage and excite your target audience.

Brad Davis, SVP, Digital Media Sales & West Coast Multi-Platform Leader, Disney Online
Dana Marineau, Advertising Director, Electronic Arts
René Santaella, Director, Digital Media Sales Marketing, Disney Online
Kim Sizemore, Media Supervisor, Wieden+Kennedy

11:00 AM - 11:20 AM

Networking Refreshment Break

Sponsored by:

11:20 AM - 12:00 PM

Jack Daniel's & NBC Local Media
Classic Stories—Classic Nights

Brown-Forman tasked NBC Local Media and Universal McCann with building brand imagery that emphasized the premium and unique qualities of Jack Daniel's, while aligning the iconic American brand’s association with “simplicity.” Classic Stories—Classic Nights, the resulting video series, captured celebrities who exemplify the Jack Daniel's target audience and share their definition of a classic night.
 
Understand how the art of storytelling, along with well executed content production and integration, can truly bring brand values to life—deeply resonating with a consumer audience.

Lisa Catucci, Digital Media Supervisor, Univeral McCann
Marjorie Dufek, Interactive Marketing Director, Jack Daniel's Family of Brands
Shaun Hekking, Regional Sales Director, NBC Local Media

12:00 PM – 12:30 PM

GSN & Florida Department of Citrus
Thirsty for a challenge? A refreshing look at multi-platform brand integration

GSN, Florida Department of Citrus (FDOC) and its agency Click Here Inc., partnered with the objective of creating a fun and unique branded custom game. The goal was to raise awareness and increase purchase intent. The Straws game was created using FDOC iconography and brand messaging; healthy, pure and simple. GSN Live, the original live programming block, is another outlet in which GSN highlighted FDOC’s brand message. The branded custom in-show games and live host mentions proved to be a valuable vehicle to drive traffic to the online game.

Learn how a targeted multi-platform campaign connects you with your audience while raising awareness and purchase intent.

David Bartlem, Director of Research and Ad Sales Development, GSN
John Zaccario, Senior Vice President, Advertising Sales, GSN

Sponsored by:
GSN

12:30 PM – 1:30 PM

Networking Luncheon

Sponsored by:

1:30 PM – 1:40 PM Welcome Back Remarks

1:40 PM - 2:20 PM

Ford Motor Company & AOL Latino
Tu Voz (“Your Voice”): Women’s Empowerment Destination

AOL Latino, Ford Motor Company and Zubi Advertising partnered in 2009 to create an online destination dedicated to empowering Hispanic women with knowledge about health/fitness/nutrition, money/wealth creation, lifestyle, career/dducation and automobile interests. The site’s mix of editorial and branded content aimed to make these conversations top-of-mind for Hispanic women and to provide education and a sense of community—ultimately driving Ford vehicle consideration and sales.
 
Learn how to leverage a community environment to create true partnerships with your target audience, setting the stage for a lasting brand relationship.

Olivia Maloney, Director, AOL Latino
Maylinn de la Maza, Account Director, Zubi Advertising
Edgar Ochoa, Director of Original Programming, AOL Latino
Dave Rodriguez, Multicultural Marketing Manager, Ford Motor Company

2:20 PM - 2:50 PM

Universal Studios and appssavvy
Public Enemies on Zynga's Mafia Wars

Universal Studios Home Entertainment and its agency, Ignited, teamed with appssavvy to launch an unprecedented social media campaign to promote the film Public Enemies, and its high-profile December 2009 Blu-ray and DVD release. The campaign, a first-of-its-kind integration on the wildly popular Facebook game, Zynga's Mafia Wars, delivered an incredibly dynamic environment to integrate Public Enemies and effectively engage a significant and relevant audience in ways that would impress even John Dillinger.

Experience how creating and delivering value in a social media environment in a relevant way leads to blockbuster success.

Michael Burke, Co-Founder and President, appssavvy
Dave Martin, Vice President, Digital Media, Ignited

2:50 PM - 3:10 PM

Networking Refreshment Break

Sponsored by:

3:10 PM - 3:50 PM

ConAgra Hunt’s & Martha Stewart Living Omnimedia
360 Marketing: Cooking Up Big Ideas for Big Brand Buzz

Certain consumers have a passion for cooking.  Martha Stewart and Hunt’s tomatoes naturally connect with this passion point and partnered to leverage that connection.  Together with ConAgra and MediaCom, Martha Stewart Living Omnimedia developed a cross-platform marketing plan, perfectly aligning with the release of Cooking School: Lessons for the Home Cook, an informative cookbook featuring recipes with step-by-step photographs that don't just teach you what to cook, but how to cook it.  The effort seamlessly integrated Hunt’s tomatoes “What Cooks Know” communication throughout print, digital, broadcast, at Viking Cooking Schools and a nationwide book tour with Martha Stewart.  This program marked the first-ever advertiser integration and sponsorship of a Martha Stewart book, aligning content from the book across multiple consumer touch-points.

Discover how developing an organic cross-platform marketing program can connect you with your target audience.

Fernando Arriola, Senior Director, Media, ConAgra Foods
Christine Cook, Senior Vice President, Digital Ad Sales, Martha Stewart Living Omnimedia
Andrea (Javor) Sternshein, Partner, Senior Communications Planning Director, MediaCom

3:50 PM – 4:30 PM

Ace Hardware & Microsoft
Retail Meets Mobile

During the 2009 holiday season Ace Hardware teamed up with Microsoft Mobile Advertising and Horizon Media to reach and engage its target audience during the busiest shopping and decorating season of the year. The result was a broad array of mobile tactics ranging from behavioral targeting to on-deck placement that drove in-store traffic and built brand awareness for Ace Hardware’s 4,400 nationwide stores.
 
Take a deep dive into this successful campaign—from conception to execution—to learn how and why mobile is a “must have” for any media mix.

Domingo Gonzalez, Mobile CRM and Media Strategy, Horizon Media
Jeff Plaisted, National Sales Manager, Microsoft Mobile Advertising
Gregory Trani, eCRM Account Manager, Horizon Media

4:30 PM Closing Remarks
 

IAB.networking
Reception

Rockit Bar & Grill
22 W Hubbard St, Chicago, IL 60654
5:00pm - 7:00pm