Agenda / Sessions
| 12:00 p.m. | Registration Opens |
| 1:00 p.m. | Welcome & Opening Remarks Andrew Au, President, Campus Intercept, Conference Chair
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| 1:15 p.m. | Coke Happiness Vending Machine Michael Samoszewski, Director, Coca-Cola TM, Coca-Cola Ltd.
When trying to fulfill a brand promise to inspire the world with simple moments of uplift every day, experiential marketing becomes a critical component of the marketing mix at Coca-Cola. Through campaigns such as 'Where Will Happiness Strike Next' (WWHSN), Coca-Cola is activating its brand promise with purpose. The WWHSN (Where Will Happiness Strike Next) work first came to life as a digital Dose of Happiness in the form of the Happiness Machine video. The original video went viral on YouTube and locally executed in over a dozen markets (seen by nearly 200 million consumers), and continues to spread small moments of happiness across the world. Come see how Coca-Cola is applying the experiential marketing discipline to help continue to amplify its brand promise in Canada. |
| 1:55 p.m. | Ford Focus Launch Graeme Whickman, Vice-President, Marketing, Ford Motor Company of Canada In spring 2011, Ford launched its latest entry into the compact car segment, the largest and most competitive segment in the industry. The Ford Focus launch encompassed traditional media, new digital innovation, custom branded content and hands-on experiential demonstrations. The All-New 2012 Ford Focus represented Ford's first global vehicle launch under the One Ford Plan. Utilizing the global Focus brand umbrella "Start More Than a Car" Ford of Canada developed a Toronto and Montreal urban experiential program designed to intercept conquest customers in the very competitive C-Segment. Highly energetic street teams and product experts took to the streets at planned and guerilla locations during some of the biggest summer and fall festivals giving customers an opportunity to experience the Focus' design and technology first hand. Sitting in the driver's seat while the Focus parked itself, or controlling in-car connectivity with voice commands, the Focus Urban Intercept experiential program provided a deep product experience designed to change perceptions of the Focus brand and introduce this world-class car to a brand new audience. Watch the Ford experience in action at Montreal's Francofolies. |
| 2:25 p.m. | Harnessing Community Engagement through Sponsorship Activation Monique Giroux,Vice-President, Sponsorship Marketing & Strategy
CIBC's sponsorship of the International Indian Film Academy (IIFA) celebrated Bollywood's cultural impact in Canada through national and regional activations and promotions. This included a spectacular grande finale weekend in Toronto, two weeks prior to the IIFA awards weekend, that allowed the cultural pride and heritage of the South East Asian community to be unleashed, celebrated and shared. This is an insider look at how CIBC activated their sponsorship of one of world's hottest properties. |
| 3:00 p.m. | Networking Break |
| 3:15 p.m. | Experiential Marketing IS Effective - Using ROI Measurement and Optimization to Demonstrate Don Mayo, Global Managing Partner, IMI International
Don Mayo of IMI International presents an objective ROI approach to Experiential Marketing, including:
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| 4:15 p.m. |
Halo Reach - XM Launch Program Christina Verdurmen, Marketing Communications Manager - XBOX, Microsoft Canada
In Late August and Early September 2010 Xbox executed a series of events that would create awareness, trial opportunities, and generate pre-sales during the lead up to the launch of the much anticipated game: Halo Reach. A combination of tactical gameplay and unique events occurred over the course of 2 weeks. The headline events, known as tactical events, were a truly immersive experience that put consumers in a real-life battle with the Covenant enemies using state of the art infrared fun technology. Social media was key in spreading the word of the program including Facebook, Foursquare, and blog buzz as well as the use of Xbox LIVE. Part of the program included a "chase" that was broadcast exclusively on Twitter and garnered hundreds of participants eager to protect their cities and obtain prizing which allowed them VIP event access. To mark the location of these eventual 'attacks' two large control points (also known as obelisks), were installed in high profile downtown locations in Toronto and Vancouver. The battlefields in both markets featured life-size sniper towers, covenant hides, flaming barrels and spotlights. A rolling fog and crashed vehicle parts also added to the unforgettable environment. These events catered to the core Xbox 360 gamer, and to the Halo Nation, which is truly one of the largest and most dedicated followings in the gaming community. |
| 4:55 p.m. | The Miller Music Tour Rick Shaver, Senior VP and Managing Director of Global Partnerships, The Hive
To increase Miller Genuine Draft?s global brand awareness and establish exciting brand imagery with young adults, The Hive created a unique consumer property, The Miller Music Tour, that became the ultimate VIP club and concert tour experience. The program provided consumers with the chance to tour 3 U.S. Cities in 5 days on the Miller Private Jet with VIP access to the hottest clubs and concerts the U.S. Had to offer. The Hive was responsible for both the concept and the execution of the experience; from the travel details, to the point-of-sale and print materials, the TV spots and even the media press kits. The Miller Music Tour helped build Miller Genuine Draft?s volume and share dramatically around the world as it became the world?s most international and longest-standing beer promotion. Throughout the course of the program, The Hive?s world class event execution abilities shone through. 44 countries participated in the program, with The Hive team in full contact with each and every participant regarding all details including flights, visas and ground transportation. 30 bands, singers, and DJs including Santana, James Brown, Black Eyed Peas, Paul Oakenfeld, Snoop Dogg and Bo Diddley entertained. And the program even made an appearance at the MTV movie awards, which included performances by Mariah Carey, Eminem and Foo Fighters. Rick Shaver will share insights into the creation and execution of this global promotion and the impact of a strategic idea on the bottom line. |
| 5:25 p.m. | Closing Remarks Andrew Au, President, Campus Intercept |
| 5:30 p.m. | Networking Reception Sponsored by Microsoft Advertising |
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| Twitter Concierge Sponsor | ||
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