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Dallas: March 11, 2010 - FILLING UP FAST!

Cityplace Conference Center
2711 N. Haskell, Suite 100
Dallas, TX 75204

9:00 AM – 9:30 AM

Breakfast & Networking

Sponsored by:
Yahoo!

9:30 AM - 9:50 AM

Opening Remarks

9:50 AM – 10:30 AM

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 Daniels 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.

Kristy Ladner, Group Account Director, Slingshot
Marjorie Dufek, Interactive Marketing Director, Jack Daniel's Family of Brands
Omar Yousif, Creative Director, NBC Local Media

10:30 AM - 11:10 AM

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/education 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

11:10 AM - 11:30 AM

Networking Refreshment Break

Sponsored by:
Yahoo!

11:30 AM - 12:10 PM

Mary Kay & Lifetime
Beautiful Cross-Media Orchestration


Mary Kay challenged T2 Media and Lifetime to create a fully integrated campaign that would reach and engage its target audience at multiple touch points, initiate word-of-mouth and provide value-rich content for numerous uses.  Campaign elements included custom on-air content and promotion, a robust microsite, an instant win interactive sweeps on myLifetime.com, WAP and various cross-promotional materials targeted to the Mary Kay Sales Force and consumers.  The result was an engaging cross-platform campaign surrounding Season 3 of Army Wives that connected with consumers and ending with one of the most successful sweepstakes in the network’s history.

See how an orchestrated multimedia campaign with hybrid content can create buzz and bring a measurable lift in brand awareness, affinity and trial
.

Tamara Phillips, President, T2 Media
Meghan Woods, Manager Ad Sales Partnerships, AETN (Lifetime)
Marti Zehr-Breedlove, Manager, Advertising & Public Relations, Mary Kay

12:10 PM – 12:20 PM

Yahoo! Presentation

Matt Comstock, Regional Vice President, Sales, Yahoo!

12:20 PM – 1:30 PM

Networking Luncheon

Sponsored by:
Yahoo!

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

1:40 PM – 2:20 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.

Jamie Wells, Director, Microsoft Mobile Advertising
Gregory Trani, eCRM Account Manager, Horizon Media

2:20 PM - 3:00 PM

SunChips & CafeMom
Authenticity and Relevancy—A Healthy Recipe for Social Media Success

PepsiCo’s SunChips brand partnered with CafeMom.com to drive awareness for the “Green Effect” project, which engaged consumers around the “power of small steps to positive change.” A wide range of coordinated social strategies provoked conversations with women 25‐54 by encouraging them to share their “Green Effect” moments while interacting with the SunChips brand.
 
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.
 
Robert Palma, SVP, Sales, CafeMom
Jennifer Saenz, Brand Manager, SunChips, Frito-Lay

3:00 PM - 3:20 PM

Networking Refreshment Break

Sponsored by:
Yahoo!

3:20 PM - 4:00 PM

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-in to live exercise classes onboard Disney Cruise Line’s Goofy Pool Deck allowed Electronic Arts to reach their 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

4:00 PM – 4:30 PM Closing Remarks
 

IAB.networking
Reception

Primo’s
3309 McKinney Ave, Dallas, TX 75204
5:00pm - 7:00pm

Sponsored by:
Yahoo!