ANA/BAA Experiential Marketing

Experiential Marketing Committee Meeting: Immersive Digital Experiences 

NETWORKING BREAKFAST (9:00AM – 9:30AM)
INTRODUCTIONS (9:30AM – 9:45AM)


I. How McDonald's Developed Unique Digital Engagement Tools (9:45AM - 10:30AM)

Kids influence accounts for 97% of family restaurant choice, which means that kids now have more influence on purchase decisions – especially at mealtime – than ever in the past. Find out McDonalds and Creata responded to the challenge of its core consumer group moving onto mobile as the primary brand touch point.

Speakers:
Kathy Pyle, Senior Director, U.S. Marketing, McDonald's 
Alex Menocal, Digital Strategist, Creata

II. Inside the M&M'S 75th Anniversary Celebration (10:45AM - 11:30PM)

See how M&M’S extended the afterlife of its 75^th anniversary event by opening up the event to the world through 360-degree video. We’ll share the details on the infusion of live + digital in this award-winning experience which featured curated installations of apartments representing each of the M&M’S spokescandies.

Speakers:
Matt Pensinger, Managing Director, Jack Morton
Jerry Gleason, EVP, Weber Shandwick

III. LUNCH (11:45PM - 12:15PM)

IV. VR: From A to Z (12:15PM - 1:00PM)

U.S. Cellular’s “Middle of Anywhere” platform means that they deliver cutting-edge service to large cities and local markets across the country, from traditional phones and accessories to new forms of connectivity.  Over the last year, the company has highlighted virtual reality to showcase their forward-thinking vision as well as next-gen devices.  Immerse yourself in the world of VR as we demonstrate how these programs engaged consumers in the experiential and social landscapes.

Speakers:
Rebecca Kruse, Senior Manager Sponsorships, U.S. Cellular Brand Activation Team
Geo Stewart, Vice President Creative Director, Marketing Werks