Digital, Social, & Mobile @ Walt Disney World presented by BrightLine (Members Only Conference)

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This complimentary ANA members-only conference is crucial for any marketer seeking to navigate their brands through the ever-changing and transformative media landscape of digital, social, and mobile. Digital media has become a part of consumer's daily lives and they have become accustomed to viewing content and connecting with people wherever and whenever they want. Social media and viral videos have especially exploded in the last few years. Despite this rapid growth, clients have many questions and their issues include measurement, agency selection, internal org structure, and relinquishing control to the consumer while trying to influence the dialogue. Come hear some ground-breaking case studies and lessons learned from other marketers and industry experts in this constantly evolving space!

Agenda

8:15am 9:00am	Breakfast General Session WALT DISNEY PARKS LEVERAGES DIGITAL MEDIA TO TRANSFORM FULLY INTEGRATED STRATEGY Walk Disney Parks and Resorts Online will share a range of digital campaigns from concept through execution, including consumer insights, key learnings, and how these campaigns fully integrate into their overall marketing strategy. Tim Klauda Vice President, Global Digital Creative Walt Disney Parks and Resorts Online Christie Volastro Vice President, Digital Marketing Walt Disney Parks and Resorts Online ______________________________________________ ADIDAS’ “THE RETURN” UTILIZES YOUTUBE MINI-DOCUMENTARY FILM SERIES TO FULFILL DREAMS AND INSPIRE CONSUMERS "The Return of D. Rose" is a series of web videos produced by Adidas that chronicle the return of star point guard Derrick Rose from a major knee injury and have become the hook for Adidas’ social media presence. The YouTube platform in mini-doc format offered the perfect opportunity to give fans access to footage not seen anywhere else and break the story into digital-sized chunks. In the month since the campaign launched, the spots have collectively garnered a total of more than 3.3 million YouTube views with the first two documentary installments being at over a million views apiece. Fan tweets are displayed and aggregated as well as Instagram photos from around the world that feature the hashtag #TheReturn. In this session, learn what inspired this revolutionary campaign, what has made this campaign so successful, and what’s next for #TheReturn. Lia Vakoutis Head of Digital Strategy, Sport Performance adidas America, Inc. Fidel Parente Senior Vice President, Managing Director Carat Santa Monica ______________________________________________ HILTON EXTENDS HOSPITALITY BEYOND THE FRONT DESK Hilton Worldwide will share how they utilize creativity and innovation in social media and mobile to elevating the highest levels of customer service throughout each customer’s experience with their brand. Learn Hilton’s top-notch strategy for how they launched and are continually improving the #HiltonSuggests Program as well as how they boldly used technology to enable this experience for their customers. Vanessa Sain-Diéguez, MBA Director, Social Media Planning & Integration Hilton Worldwide ______________________________________________ UNITED STATES MARINE CORPS: SOCIAL MEDIA EVOLUTION CASE STUDY The United States Marine Corps was the first branch of the military to utilize social media for recruitment. They were the first government or military organization to surpass 1 million ‘likes’ and quickly reached 2 million ‘likes’ in just one year and are currently at over 2.6 million In this session, they will share how their social media strategy has evolved, including the most recent work for the “Toward the Sounds of Chaos”campaign that focuses on reaching a millennial audience and highlights the brave humanitarian efforts involved in Marines service. The fully integrated “Sounds of Chaos” campaign features real footage shot by Marines on the front lines. The campaign also features a customized Facebook tab, leveraging an already robust social foundation. Lt. Col Ralph Hernandez Assistant Chief of Staff for Advertising United States Marine Corps Marshall Lauck Chief Operating Officer J. Walter Thompson _____________________________________________
12:30pm	Lunch
1:30pm	General Session Cont. RESPONSIVE DESIGN & SOCIAL MEDIA CASE STUDY: REI 1440 PROJECT REI has a highly-engaged customer-base that make up an active community of people who share a love for the outdoors. REI wanted to offer an experience in return and decided to build a platform that allows their community to share their images in an easy way – and in real time to build connections and foster community. In this session, REI and BBDO will share this compelling responsive design social media case study that showcases the minute-by-minute timeline of photography (based on the time the image was shot) that makes up a complete 24-hour period (1440 minutes). Learn about the insights that drove this experience, key lessons learned, and initial results. Leslie Turley Digital Strategist BBDO ______________________________________________ CITY YEAR, INC. UTILIZES CROWD-SOURCING IN SOCIAL MEDIA TO ‘MAKE BETTER HAPPEN’ City Year, Inc. is a non-profit organization that seeks to help young at-risk students stay in school. In this session, they will discuss their ground-breaking campaign that reached almost 5.5 million people with their authentic, crowd-sourced stories via social media that inspired and shaped future creative executions. This session will feature the insights that drove the campaign and the ROI and impact produced by the power of social media. Gillian Smith Chief Marketing Officer City Year, Inc. ______________________________________________ THE HERSHEY COMPANY TAKES A 360-DEGREE APPROACH TO DIGITAL MEDIA AND CREATIVE INTEGRATION TO DRIVE LASTING RELATIONSHIPS Integrating a creative idea into how that idea gets expressed and brought to life across all paid, earned, owned, and shared media channels is challenging to accomplish seamlessly. However, the benefits of mashing Brand PR, Digital, and Social channels have long-lasting benefits in collectively working together to gain a greater and more relevant share of attention in an environment overloaded with content. In the session, the Hershey Company will share their insightful approach to how they accomplish this for their brands. David Witt Director, Global Digital Marketing & Brand Public Relations The Hershey Company ______________________________________________ “TOMORROWLAND” TODAY: SMART MARKETING IN A “SMART” World The "Tomorrowland" promises of yesteryear are finally here as Smart Phones, Smart TVs, Smart Cars/Dashboards, even Smart Refrigerators and Washing Machines have us living in a truly interconnected world where traditional channels are transforming, and being redefined every day. See how marketers on the bleeding edge of change are shifting toward experience-based channel planning to effectively execute experiences for the "Smart" media ecosystem. See experiences real and coming soon, as well as cases for leading marketers on the best ways to ride the wave. Rob Aksman Co-Founder and Chief Experience Designer BrightLine *______________________________________________*
4:40pm	Conference Adjournment
4:45pm-6:00pm	Cocktail Reception sponsored by BrightLine