Blurred Lines: How Brands are Bridging the Gap between Digital and Physical Experiences, Presented by Deloitte Digital

Pamela Gross

Senior Manager, Committees & Conferences ANA

THE (NEAR) FUTURE OF EXPERIENCES

Flourishing brands — and places — create their own virtuous circles of economic and social momentum. We stand at a moment where the advancement of technology and a focus on the human experience are colliding to unlock new potential for the equation of place. As the lines between digital and physical blur, marketers are redefining the rules of engagement and the roles that content, creative, and technology have in addressing the unmet needs of consumers. In this session, Nelson Kunkel, Chief Design Officer at Deloitte Digital, will outline the opportunities on the horizon and share a few examples of how these new places are taking shape.

Nelson Kunkel

Chief Design Officer Deloitte Digital

HOT WHEELS LEGENDS TOUR: ENGAGING FANS VIRTUALLY AROUND THE WORLD

The Hot Wheels Legends Tour was launched in 2018, inviting car enthusiasts to bring out their custom, life-size cars to compete for a chance to become the next Hot Wheels toy car. After two successful years that saw  more than 9,000 cars compete in 50 cities around the world in front of more than 200,000 attendees, and being hailed as an example of best-in-class “retailtainment” by Walmart, the Tour moved into its third season in 2020. However the global pandemic hit after the first stop in Miami, and all of the stops had to be cancelled. The team quickly pivoted to develop a virtual car show concept to continue engaging fans and drive sales at retail. The situation remains uncertain and every day brings new information so it’s been critical to build a nimble infrastructure to continue to react effectively and drive business results. What started as a reaction to some very challenging times has now become a platform to engage even more fans worldwide.

Ricardo Briceno

Vice President, Franchise Management Mattel, Inc.

ROCKING THE DIGITAL & PHYSICAL WORLD

When you can’t welcome fans to the Rock & Roll Hall of Fame, you take the Rock & Roll Hall of Fame to the fans. In this session, learn how the Rock Hall pivoted during the pandemic to connect people of all backgrounds and beliefs to the music we love through engaging content, exhibits, and experiences that make life just a little bit better.

Dawn Wayt

VP of Marketing & Sales Rock & Roll Hall of Fame

HOW BOBBI BROWN IS BRINGING ITS HIGH-TOUCH EXPERIENCE TO CONSUMERS ONLINE

Bobbi Brown Cosmetics is an iconic beauty brand known for its high-touch in-store experience with a team of top makeup artists. However in response to the global pandemic, the brand had to evolve to translate this personalized, hands-on experience in physical retail to a virtual environment. The result was a virtual makeup consultation service, piloted in May, that allowed the brand’s most loyal customers to book one-on-one or group video sessions with a Bobbi Brown makeup artist. In this session, learn how Bobbi Brown’s Artistry Like Never Before program is creating one-on-one engagement with shoppers online and bringing new customers to the brand in these unprecedented times.

Stephanie Davis Michelman

VP & General Manager Bobbi Brown Cosmetics at The Estée Lauder Companies, Inc.