Digital & Social
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HOUSEKEEPING & INTRODUCTIONS (11:00AM ET)
MEMBER ROUNDTABLE & FIRESTARTER SESSION (11:10 – 11:30AM)
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:
Michael Kelly, Sr. Manager, Social Media & Influencer Programs – Poly and Digital & Social, West Coast Chapter Committee Chair
Ben Quigley, Sr. Director – Pro Customer Experience – The Home Depot and Digital & Social, Southeast Chapter Chair
Brad Feinberg, North America, VP of Media & Consumer Engagement – Molson Coors and Digital & Social, Midwest Chapter Committee Co-Chair
I. HONDA LEVELS UP ITS MARKETING: REACH A MORE DIVERSIFIED AUDIENCE IN GAMING (11:30AM-12:15PM ET)
In an effort to continue driving business outcomes in the modern era, Honda launched an innovative marketing strategy to reach a new type of audience – the younger generation of next car buyers. The growth of esports and particularly, its growing online reach and inherent digital-first nature, presented a key opportunity to engage with an important consumer segment. In the last two years, Honda officially began making its mark by partnering with Team Liquid, a prominent global esports organization, and League of Legends Championship Series (LCS), a top-tier regional esports league run by game developer, Riot Games. The synergy among these two endemic partnerships along with other strategic platforms like Twitch played a pivotal role in their communication plan.
In this session, you will learn:
• Honda's overall strategy in gaming and esports
• Insight into existing programs
• Strategic roles of different elements in Honda's partnerships play
Speaker:
Phillip Lee, Media Strategist, Auto Marketing - American Honda Motor Co, Inc.
II. INFLUENCERS BC (BEFORE COVID) AND DC (DURING COVID (12:15-1:00PM ET)
In this session, Deloitte Digital's Heat will take you through how influencers have re-positioned themselves as a powerhouse for brands during the pandemic-- and which of these themes are expected to last as restrictions begin to lift. Highlights will include how to leverage influencers as production partners, thoughtful storytelling that resonates across a multi-channel approach (through the lens of trust, authenticity, and entertainment), as well as executional insights and marketing trends for future influencer campaigns.
Speaker:
Anna Klembarova, Associate Strategy Director – Deloitte Digital's Heat