Sponsorship & Event Marketing

THEME: EXPERIENTIAL MARKETING

NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. NO BAD BLOOD: HOW COMCAST BUILDS CUSTOMER RELATIONSHIPS THROUGH SPONSORSHIPS (10:00 – 11:00AM)
As consumers weigh new options for accessing video content, Comcast's XFINITY TV service has staked a strong claim by partnering with sports and entertainment rights holders to enhance the viewing experience and offer content unavailable anywhere else. In this session, Matt Lederer, Executive Director Partnership & Sports Marketing will tell the story of XFINITY's "couch-to-concert" partnership with Taylor Swift and The 1989 World Tour, including its groundbreaking on-site activation elements, surprise-and-delight promotions and more.

Speaker:
Matt Lederer, Executive Director Partnership & Sports Marketing – Comcast XFINITY


II. PNC BANK: EXPERIENTIAL FIELD ACTIVATION (11:15AM – 12:15PM)
At PNC Bank, Chris Hill oversees one of the most innovative field activations in the banking industry, managing networks of sales associates that engage potential customers in a one-to-one manner on the street, at lifestyle events, and even in the workplace.  In this session, he will share the vision that led to the creation of the new Experiential Sales Channel division for PNC from the ground up.  He will also explain how his team works with their experiential marketing agency to successfully coordinate activation, tactical execution, and program scheduling.

Speaker:
Chris Hill, SVP / Experiential Sales Channel Manager – PNC Bank


LUNCH (12:15 – 1:00PM)


III. HULU'S SEINFELD 'POP-UP' APARTMENT: AN EXPERIENTIAL CASE STUDY (1:00 – 2:00PM)
When Jerry Seinfeld's apartment was re-created in the middle of New York City for Hulu, it blew up the internet with the help of consumers and the media generating a swell of FOMO (Fear of Missing Out). The physical experience was something people waited in line for hours to see, knowing it would only be around for a few days. What's more, they transformed their in-person experience into social and digital content that was shared again and again. In this session, Hulu will share how the power of experiential as a channel made a lasting mark on the brand.

Speakers:
Irene Balotro, Senior Manager, Content Marketing – Hulu
Brian Schultz, Partner – Magnetic Collaborative


IV. MEMBER ROUNDTABLE DISCUSSION: EXPERIENTIAL MARKETING (2:00 – 2:30PM)
In this session, we will open up the discussion to talk about issues that ANA Sponsorship & Event Marketing Committee members are facing, specifically around experiential marketing/activation, and build upon those topics to explore in future meetings.

Facilitator:
Russ Findlay, Head of Marketing – Hiscox USA and ANA Sponsorship & Event Marketing Committee Chair