ANA Innovation Day @ MillerCoors presented by A+E Networks (Members Only Conference)
|Begins:||Wednesday, May 23, 2018 at 8:15am|
|Ends:||Wednesday, May 23, 2018 at 4:00pm|
250 South Wacker Drive
Chicago, IL 60606
Wednesday, May 23, 2018
General Session Begins
MILLERCOORS LAUNCHES TWO HATS BEER - THE STRATEGY. THE APPROACH. THE EXECUTION
MillerCoors launched Two Hats Beer, which is aimed at recruiting the next generation of beer drinkers (21-24 Year Olds) into beer. With its combination of light beer sessionability and a subtle hint of natural fruit flavor, the taste helps build preference for beer at a great price for entry. It was backed by a national push focused on a mobile to mortar go-to-market strategy along with a campaign built to capture this elusive drinker’s attention in an always-on world. In this session, Justine Stauffer, Manager of Brand Innovations at MillerCoors, LLC will share insights behind the launch; the strategy, the approach and the execution.
Manager of Brand Innovations
MARRIOTT INTL'S REAL-TIME GLOBAL MARKETING COMMAND CENTER: A LOOK BEHIND THE CURTAIN
Marriott’s state-of-the-art marketing command center “M Live” takes trending events and turns them into real-time social media campaign activations for $0 paid media spend. Its award-winning activations include a first-of-its-kind Drone Dash livestream through the W Hotel Ft. Lauderdale, a nationwide Solar Eclipse experiential event, and an interactive design session with Instagram sensation @MyHotelCarpet. Each of these initiatives demonstrates the power of tapping into organic social media conversations to elevate Marriott’s 30 Brands by creating awareness, inspiration to travel, and consideration to book. M Live is the nexus for all Brand Social Teams’ real-time content located in the center of Marriott International’s Worldwide Headquarters with hubs in London, Hong Kong, Dubai, and South Florida. M Live leaders will lead a deep-dive into case studies that turned real-time moments into metrics magic.
Vice President, Global Content Marketing
Senior Manager, Global M Live Marketing
Networking Coffee Break
UNITED AIRLINES DIGITAL TRANSFORMATION
In this session, United Airlines will share insights behind their enterprise-wide digital transformation which increased teamwork across divisions to build a better customer experience, and helped build a brand story which led to improved customer perception.
Director of Global Advertising
Senior Manager, Digital Personalization
Digital Product Director
MEASURING THE POWER OF TV
The fragmentation of media consumption has led to claims that TV is on its way out, but Americans are still spending 80% of their video viewing consuming traditional TV. Nielsen research has proven that when consumers are exposed to a TV-lead campaign across multiple platforms, brand awareness, reputation and intent to purchase increases dramatically. In this session, David Ernst, Vice President of Advertising Insights & Targeting Solutions - A+E Networks, and John Hoctor, Co-Founder and CEO - Data+Math, will share insights on a standardized, open, transparent methodology for evaluating the effectiveness of TV and measuring the impact from premium, cross-screen TV video advertising. This session will include real world results from beta test campaigns with select Top 100 brands.
Vice President of Advertising Insights
Co-Founder and CTO
BUILDING TRUST IN DAIRY THROUGH COWS AND COMMUNITIES
There’s a ton great about dairy, but misinformation is everywhere. That’s why The Innovation Center for U.S. Dairy launched “Undeniably Dairy”, a campaign created to remind people of all that’s good about dairy starting at the farm and ending with the delicious foods people know and love from the milk in their lattes to the cheese on their pizza. With an emphasis on digital content and key power partners like the Food Network and Cooking Channel to help spotlight trust affecting issues like animal care, sustainability and nutrition, “Undeniably Dairy” has created a platform and assets for the entire dairy community – from farmer to processor to retailer to QSR – to share their own dairy stories. In this session, Serena Schaffner, Senior Vice President of Communications at Dairy Management Inc. will share the insights and successes that continue to drive this multi-stakeholder, multi-year campaign.
Senior Vice President of Communications
Dairy Management Inc.
MILLER LITE: TAKING A CHALLENGER APPROACH – “KNOW YOUR BEER PROGRAM”
In a world where brands are competing for mindshare of Millennials, Miller Lite is taking a challenger approach and breaking through with its experiential program “Know Your Beer”. Learn how Miller Lite is innovating in the experiential space and reaching Millennials through influencers, social media and PR tactics.
Associate Marketing Manager Miller Family of Brands
Happy Hour Reception sponsored by MillerCoors