Digital & Social
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HOUSEKEEPING & INTRODUCTIONS (11:00AM ET)
MEMBER ROUNDTABLE & FIRESTARTER SESSION (11:05 – 11:20AM)
ANA Digital & Social Committee members will have an opportunity to network and discuss key issues/challenges/opportunities. We will have an open discussion and break up into smaller groups to benchmark and network on issues related to topics such as COVID-19, influencer marketing, content marketing, using social media for brand purpose, using social media during times of social unrest, new technologies, data and analytics, and more!
Facilitators:
Brad Feinberg, North America, VP of Media & Consumer Engagement - Molson Coors and Digital & Social, Midwest Chapter Co-Chair
Michael Kelly, Senior Influencer Program and Social Media Manager – Poly and Digital & Social, West Coast Chapter Chair
I. HOT WHEELS LEGENDS TOUR: EXTENDING THE SUCCESS OF AN EXPERIENTIAL PROGRAM WITH DIGITAL CONTENT IN THE AGE OF COVID-19 (11:20AM-11:55AM ET)
Launched in 1968, Hot Wheels has become a massive global powerhouse franchise with appeal across multiple generations. The brand has been a reflection of pop culture and car culture, and has influenced and continues to influence generations of car designers and automotive enthusiasts around the world. The Hot Wheels Legends tour was launched in 2018 as a nationwide search for a life-size custom car that would be turned into one of the next Hot Wheels 1:64 scale die-cast car. The program was a immediate success and expanded worldwide very quickly. The global pandemic disrupted massively many types of experiential activations but Hot Wheels saw the opportunity to pivot and turn the program into an engaging digital experience leveraging digital content which lead to even faster expansion and more fan participation.
Speaker:
Ricardo Briceno, Vice President Franchise Management – Mattel
Jacob Agajanian, President / Co Founder - Race Service
Victor Carrillo, CEO / Co Founder - The ID Agency
II. REESE'S PEANUT BUTTER CUPS: ENGAGING FANS WITH OUR ROBOTIC HALLOWEEN DOOR (11:55AM-12:25PM ET)
For Halloween 2020, all you had to do was say "trick or treat" and Reese's Peanut Butter Cups could appear. That's right, in a year unlike any other, Reese's, a Halloween juggernaut and seasonal leader, brought trick-or-treating to fans with a hands-free, socially distanced way to get Reese's with the Reese's "Trick-or-Treat" robotic door. In this session, Anna Lingeris, Earned Media & Brand Publicity Lead - The Hershey Company will discuss the brand activation, winning the season and key lessons learned.
Speaker:
Anna Lingeris, Earned Media & Brand Publicity Lead - The Hershey Company
III. CREATING THE SPECIAL COVID-19 INTERACTIVE EDITION OF MOUNT SINAI SCIENCE & MEDICINE MAGAZINE (12:25PM-1:00PM ET)
In March 2020, New York City became the epicenter of the COVID-19 crisis. During that time, the Mount Sinai Health System showcased incredible strength and resilience treating the high volume of patients across its 8 system hospitals. At the same time, Mount Sinai also delivered life-saving treatments for patients (and staff) affected by this disease.
In an effort to capture all the work that happened during that unprecedented time, the magazine was created as a testament to the tremendous work of the nurses, physicians, researchers and health care staff during the height of the COVID-19 crisis. As many of us are working virtually, Mount Sinai needed to ensure they created an interactive digital version that could be shared across digital and social channels.
Speaker:
Elaine Lawson, Senior Director for Development Communications, Office of Development - Mount Sinai Health System