Experiential Marketing

Experiential Marketing Committee Meeting: Anniversary Brands

When a brand reaches a milestone anniversary, there is an opportunity to connect with consumers and make them a part of the celebration. In this Committee meeting, we’ll explore how you can create a brand experience that takes advantage of your company’s longevity and recognition.

NETWORKING BREAKFAST (8:30AM – 9:15AM)

INTRODUCTIONS (9:15AM – 9:30AM)

I. Sherwin Williams' Celebration 150: Honoring the Past and Driving the Future (9:30AM - 10:15AM)
Beyond just celebration, Sherwin-Williams' leadership recognized the opportunity to use its 150th anniversary as a platform to lean into its future. This required more than parties and an anniversary logo. How did this industry leader establish a campaign vision, curate relevant stories and historical content to align multiple divisions and agencies, and implement an integrated global campaign that touched the hearts and minds of internal and external constituencies? From planning through implementation, learn from Sherwin Williams how organizations can make the most of rare, milestone anniversaries to honor their past and drive their future.

Debbie Colberg, Director, Team 150, The Sherwin-Williams Company

II. Making 100 Years Old Feel Young (10:30AM - 11:15AM)
How does a brand celebrate a mascot turning 100 years old without feeling, well, old? For Kraft Heinz-owned Planters, celebrating the iconic Mr. Peanut's 100th Birthday was the opportunity to connect with younger consumers by modernizing the brand's spokesnut and making his birthday relevant to snackers nationwide. In this presentation, Planters will show how the brand rang in the milestone with a robust 360 plan centered around a birthday party sweepstakes featuring Mr. Peanut, his unique NUTmobile, and celebrating his nutty achievements with fans. 

Speaker:
Camille Vareille, Head of Brand Building, Planters

III. Corporate Anniversaries: Missed Opportunity or "Found Gold?" (11:30AM - 12:15PM)
Each and every day across the globe, important milestones are being reached. There are company founding dates and the birthdays of iconic brands. There are dedications of landmark buildings and dates of seminal community events. For many companies, these milestones are missed opportunities to connect with important constituencies. For others, they become “found gold.” Learn from The History Factory, the pioneer in use-driven heritage management, what separates the best from the rest in leveraging corporate milestones. The History Factory will share experiences in developing anniversary campaigns that connect to business objectives and help drive brand heritage.

Speaker:
Bruce Weindruch, Founder and CEO, The History Factory

IV. LUNCH  (12:15PM – 1:00PM)

V. Come Along for a Breathtaking Flight (1:00PM – 1:45PM)
Boeing celebrated its 100th year culminating with the July 15, 2016 anniversary date. The talented employees of Boeing have changed the face of history with legendary innovations that opened new frontiers in aerospace time and time again. Boeing's centennial commemorated those world-changing contributions and celebrated the spirit, dedication and skill of our team. In this presentation, Boeing will share the activities and commemorations from around the world that celebrated, inspired and engaged at the launch of our century.

Speaker:
Anne C. Toulouse, VP, Global Brand Management and Advertising, The Boeing Company

VI. Roundtable Discussion (1:45PM - 2:30PM)
During this open roundtable, Richard Feldman will highlight key findings from the day and open up the floor for continued discussion and perspectives from the group. The group will work toward a list of best practices.

Speaker:
Richard Feldman, Director, Brand Activation, ANA