ANA/BAA Experiential Marketing @Wells Fargo (Members Only Conference)

This event is over.
When
Begins:Thursday, November 17, 2016 at 8:15am
Ends:Thursday, November 17, 2016 at 4:00pm
Where

333 Market Street
2nd floor
San Francisco, CA 94105

Agenda
Thursday, November 17, 2016
8:15am  

Breakfast

9:00am  

General Session

 

EXPERIENTIAL GETS REAL: THE DATA PROVES WHAT WE HAVE KNOWN ALL ALONG

Experiential marketing is not new. In the past, it has been called everything from promotional marketing to event planning, and was a small, but powerful part of the marketing mix. Fast forward to the present where experiential marketing, or consumer engagement, is more important than ever before, and truly measureable and authentically relevant in our digital age. We will kick off the conference by exploring the past and future of experiential marketing, tapping information that was gleaned from the 2016 ANA U.S. Brand Activation Marketing Forecast. 

Dee Hall

CEO, Executive Vice President

FCBX

 

BRINGING OUR BRAND TO LIFE

June 14, 1958 in Hayward, CA was the first appearance made by the Wells Fargo Stagecoach in modern times and so began experiential marketing at Wells Fargo.  Our enduring company icon has been making appearances continuously since, going to over 700 events in 2015.  Experiential marketing at Wells Fargo has evolved and grown over the last 58 years.  From Stagecoaches to virtual reality, experiential marketing brings our brand to life and helps us connect with our customers and communities.

Gary Korotzer

EVP, Marketing and Brand Strategy

Wells Fargo

10:40am  

Networking Break

11:10am  

WELCOMING NEWCOMERS AND CELEBRATING THE LOYALISTS: AN ANNIVERSARY STORY

On March 16 this year Vans turned 50. The journey to this event was significant in that it was more than a celebration of our brand; we saw it as a pivotal moment to celebrate our consumers and set the course for the next 50 years. We'll talk about the journey, the global events and how these leanings can apply to your brand. 

April Vitkus

Senior Director of Global Brand Marketing & Strategy

Vans

 

LAUNCHING PLAYSTATION VR: HOW BRANDS CAN INCORPORATE VR IN THEIR MARKETING CAMPAIGNS

PlayStation VR’s launch promises exciting new ways to reach consumers, and most importantly, the gaming audience.  In this session, we will explore the PlayStation VR launch campaign, its position in the market, and how brands can utilize VR to reach the elusive gaming target. 

John Koller

Vice President of Marketing

Playstation

12:40pm  

Lunch

1:40pm  

PURPOSE & THE POWER OF SPORTS

On February 7th, the Super Bowl 50 Host Committee partnered with Technology platform in/PACT to make Super Bowl 50 the most shared, most participatory and most giving Super Bowl ever…. all delivered in a “net positive" way. In this session you will learn how activating purpose around a major sports event amongst Bay Area citizens & offering the power of choice both online and on the ground drove engagement — one sustainability pledge at a time.

Keith Bruce

CEO & President

San Francisco Bay Area Super Bowl 50 Host Committee

Neill Duffy

Vice President, Sports & Entertainment

In/Pact

 

BRINGING A LEGEND TO A NEW GENERATION

When Sony Legacy Recording released Bob Dylan’s most important recording sessions of the past 50 years, they recognized that even a legend like Dylan can easily get lost in the Spotify shuffle. To breakthrough the noise and bring Dylan to a new generation of fans, Sony teamed with Havas Worldwide’s Studio6 to create an experience that would transform any device into Dylan’s recording studio. By allowing fans to mix individual stems and create their own compositions, it made Dylan relevant to an entirely new group of music aficionados. As a result, the average interaction time was over twenty minutes, almost unheard of in an age of shortening attention spans. Hear from Tom Mullen, Senior Director, Creative and Marketing Partnerships, Legacy Recordings/Sony Music and Vin Farrell, Global Chief Content Officer, Havas Worldwide on how to pull the past into the present through powerful experiences that add value to the user.

Vin Farrell

Global Chief Content Officer

Havas Worldwide

Tom Mullen

Senior Director, Creative and Marketing Partnerships

Legacy Recordings/Sony Music

 

BRAND BUILDING THROUGH CULTURAL EXPERIENCES

Superfly and Comedy Central are joining forces to create a jam-packed, multi-format experience. The brains behind iconic festivals including Bonnaroo and Outside Lands, and the number one brand in comedy, will bring a fan-favorite property to life and celebrate all genres of funny.

For millennial consumers, humor is the single most important aspect of how a brand communicates. 66% say it’s important that their favorite brand share their sense of humor. When comedy is the most viewed digital content, the challenge is how do you create a physical manifestation of that?

A pioneer in the live event space over the past 20 years, Superfly is passionately driven by curating culture through experiences, bringing disparate communities together. Comedy Central is the home of the smartest, funniest series and talent. Together Superfly and Comedy Central will tell the story of this collision of entertainment. If we build it, they will laugh.

Chad Issaq

EVP, Business Development & Partnerships

Superfly

Steve Raizes

SVP and Head of Operations and Strategy

Viacom Music & Entertainment Consumer Products

4:00pm  

Conference Adjournment

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