Why Experiential Marketing Works, hosted by Santa Anita Park, 1/ST Racing (In-Person Only)

This event is over.

Experiential marketing is simply defined as a type of marketing that directly engages consumers and encourages them to participate in a brand experience. These memorable and innovative interactions create deep emotional connections between a brand and their customers. Throughout the day, we will examine some of the best experiential marketing campaigns, those that helped consumers directly experience and forge a relationship with the brand, driving conversion and effectuating brand loyalty.

We will be hosted by Santa Anita Park, 1/ST Racing in L.A. County. Famous for its Art Deco-style architecture and its stunning views of the majestic San Gabriel Mountains, Santa Anita Park is widely acclaimed as one of the most beautiful racetracks in the world. Join us as we race toward what’s next in experiential marketing and then enjoy some time wandering the track and the magnificent surroundings.

Agenda

TIME	EVENT DETAILS	LOCATION
Tuesday, June 27, 2023
9:00am - 9:45am	NETWORKING BREAKFAST Please join us for a networking breakfast and an exciting Q&A from 9:15-9:40am with a jockey at Santa Anita Park.	Sportsbook
9:45am - 10:00am	WELCOME REMARKS Gena Casciano Senior Director - Sponsorship, Experiential & Multicultural Marketing ANA	Chandelier Room
10:00am - 10:35am	1/ST: FOCUSED ON INNOVATION AND EXPERIENTIAL TO USHER IN A NEW GENERATION OF FANS 1/ST is on a mission to modernize a legacy sport and has the challenge of attracting new fans while keeping our long-time customer base happy. While we are innovating across the sport including safety protocols, technology, wagering and content, leaning into experiential in unique ways is paramount to support our mission and attract a younger and new generation of fans into our sport. Learn how 1/ST has established new sports properties that successfully blend sport, entertainment, fashion and lifestyle toward growth… and keep an eye out for Pegasus World Cup West, as we expand the event property to Santa Anita in 2024. Gregg Colvin CEO, Content Chief Marketing Officer 1/ST	Chandelier Room
10:35am - 11:10am	DEATH TO PLASTIC: HOW LIQUID DEATH AND LIVE NATION BUILT AN EXPERIENCE AROUND SUSTAINABILITY Liquid Death and Live Nation came together to take on the aggressive goal of eliminating single-use plastic bottles from Live Nation venues and festivals. But they needed to do it in a way that fans would embrace, because staying hydrated at live events is vital. The strategy was to make Liquid Death, a water brand served in infinitely recyclable aluminum cans, feel like a club you wanted to belong to. But it had to be in the irreverent voice of the brand—so they knew they had to make something unlike any other club… This session will be hosted by the twisted minds behind the hugely successful festival activation, the Liquid Death Country Club. Want to hear about the creative process behind bringing this experience to life? All you have to do is sell your soul. Jessica Isaacs Vice President, Brand Management Live Nation Rebecca Mack Vice President, Experiental Live Nation View Presentation	Chandelier Room
11:10am - 11:30am	COFFEE BREAK	Sportsbook
11:30am - 12:05pm	GETTING MORE OUT OF “MORE LESS” When did self-care get so hard? Women today are bombarded with choices in the pursuit of self-care. Outdoor brand Merrell decided to tackle this head on with their campaign More Less, a 2023 REGGIE Award-winning case study. As part of the program, Merrell launched a live activation in the epicenter of self-care gimmicks, Los Angeles. Learn about what worked, what didn’t and leave inspired to get outside. Lindsey Lindemulder Senior Brand Marketing Director Merrell View Presentation	Chandelier Room
12:05pm - 12:40pm	HEATING UP: THE RECIPE FOR REWARDING GAMING PARTNERSHIPS Looking to engage gen Z? Connecting to the gaming community is key. When done right, brands can energize gamers authentically through partnerships with their favorite properties. America’s favorite microwaveable snack Hot Pockets creates IRL and virtual gaming experiences, from custom packaging to in-game incentives, exclusives, and unlockables. With the help of tripleclix, the brand partners with iconic franchises like Halo and PUBG, and Magic the Gathering on rewarding and engaging efforts tailored to fit varying gaming lifestyles. Topics discussed in this session will include: How to activate with gaming audiences to inspire real-world purchasing decisions How big impact can (literally) come in small packages Reaching and retaining consumers with a quality over quantity approach Bryan Waddell Brand Marketing Manager Hot Pockets Christopher Erb Founder and Managing Partner tripleclix View Event Recap	Chandelier Room
12:40pm - 1:40pm	LUNCH	Sportsbook
1:40pm - 2:15pm	ELEVATING AND CELEBRATING ONE OF THE MOST SACRED HOLIDAYS IN MEXICAN CULTURE El Pollo Loco stepped into the world of experiential marketing over the past few years, inviting customers to celebrate El Día de Los Muertos at key locations. The Day of the Dead is a Mexican holiday where families welcome back the souls of their deceased relatives for a brief reunion that includes food, drink and celebration. Food is such a central part of Día de los Muertos celebrations that it made sense to have a detail-filled Muertos-themed installation inside various El Pollo Loco restaurant locations, where people gather, dine, and connect timeless acts that weave through the holiday observances. Join us to hear more this activation and all the related activity! Gabe Alonso Vice President - Digital Marketing El Pollo Loco, Inc View Presentation	Chandelier Room
2:15pm - 2:20pm	CLOSING REMARKS Gena Casciano Senior Director - Sponsorship, Experiential & Multicultural Marketing ANA	Chandelier Room

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.