2018 PROGRAM

Samsung and General Mills, Under Armour and Oracle, Pepsi and Amazon… plus oh so many more. Our brand-side instructors form the world’s largest teaching faculty on experiential marketing.

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Monday | May 14

8:30 AM – 12:30 PM
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OPTIONAL EXCURSION: ALCATRAZ

Alcatraz. Once home to some of America’s most notorious criminals, the federal penitentiary that operated in San Francisco from 1934-1963 brought a dark mystique to what was called “The Rock.” If you’re an out of town EMS attendee, no trip to San Fran is complete without a tour of Alcatraz. Experience the beauty, history and infamy of Alcatraz on the San Francisco Bay. You’ll be astounded by what you learn and see in this morning excursion to this incredible place. Cost: $75 additional fee includes Alcatraz tour ticket plus transport between the Marriott Marquis and Alcatraz Ferry as well as ferry ticket to go to and return from Alcatraz Island. Tour departs the Marriott Marquis lobby at 8:30 a.m. for the Alcatraz Ferry and is expected to return back to the Marriott Marquis around noon.
12:00 PM – 5:00 PM
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EMS STRATEGY EXECUTIVE FORUM

New! A half-day executive forum for client-side senior marketers designed to accelerate the way brands approach, develop and execute event strategies.

Click here for full details.

Cost: $225 additional fee if registering for EMS; $725 as standalone registration. Seating is limited. Sign up here. Open only to client-side marketers (brands). Includes lunch.
2:30 PM – 4:30 PM
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WORKSHOP: AI + VR + AR = THE NEXT CHAPTER OF INTERACTIVE EXPERIENCES

The artificial intelligence, virtual reality and augmented reality playbook is evolving yet again—with some major implications for 2018—and you better be up on it. Gone are the days of solo VR experiences, simple 360 videos and basic augmented engagements.
  • This rapid-fire 2018-focused workshop will provide you with the best practices, data and information you need to wrap your arms around the AI, VR and AR crazes—so you can begin to more successfully integrate these tools into your 2018 experiences.
  • Get a background on the technologies, a look at where they’re all going and top tips for leveraging them at events and trade shows.
  • Learn what equipment is needed, how to budget for AI, VR and AR and what the development timeline looks like.
  • Hear how to create great AI, VR and AR experiences, the best ways to use them at events and see examples of it all in action.
  • You’ll walk away ready to make virtual a reality inside your own live experiences.
Presented By:
2:30 PM – 4:30 PM
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WORKSHOP: B-TO-B EVENTS FIELD TRIP: ORACLE UNIVERSITY

It’s the brand best known for transforming the world of b-to-b conferences into festival-like playgrounds where learning takes precedence and networking and fun coexist in equal measure—and they’re opening their doors to you for the very first time. Take a trip to Oracle headquarters for an exclusive immersion into one of the world’s leading, and longest-running, event organizations (round trip shuttle transport in our EMS bus is provided).
  • Sit in on a master class on how this dynamic and early Silicon Valley brand is keeping pace with attendee learning, technology and attendee expectations by constantly reinventing its event strategy and portfolio.
  • Be among the only outsiders to get the candid story on how, and why, Oracle reimagined its flagship OpenWorld event to become one of the industry’s most forward-thinking conferences.
  • Get an exclusive strategic overview of how Oracle’s event org works, how its culture and infrastructure supports its spirit of reinvention and why sustainability and corporate responsibility is central to its entire mission.
Shuttle to Oracle campus leaves the Marriott Marquis at 1:45 and returns around 4:45. This workshop is limited to the first 60 to register. (Admission requires Monday, Monday/Tuesday or Three-Day All Access Registration.)
Presented By:
2:30 PM – 4:30 PM
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WORKSHOP: FESTIVAL UNIVERSITY

Festivals have become a vital piece of the cultural landscape for nearly 32 million festivalgoers each year.
  • In this two-hour “festivalization” intensive, we’ll arm you with everything you need to know to navigate and activate across this crazy popular and fast-moving landscape.
  • You’ll learn: how to choose the right festival platform for your marketing objectives; how to engage today’s fickle festival attendees; how to craft sponsorship deals; how to extend your sponsorship reach and impact across live, digital and social media platforms; how to cut through the clutter and stand out at festivals and how to shape a compelling hospitality experience.
  • Hear dozens of case studies from leading festival brands on what worked and what didn’t.
  • Get expert insights on where festivals are going and how you can keep up. Wrap it all up with a must-have checklist on festival security, and how to create a smart contingency strategy that will keep your staff and attendees safe.
Presented By:
  • Anna Clarke, Regional Manager-Field Marketing, CLIF Bar and Co.
  • Kent Underwood, Principal, LEO Events & Partner/CINO, KAABOO
2:30 PM – 4:30 PM
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WORKSHOP: EXPERIENTIAL MARKETING 101

Back by popular demand, our “intro” class on experiential marketing. For up-and-coming event marketers, or those who might be seasoned in other areas but brand new to this industry, we offer a rapid-fire class on “the basics.”
  • We’ll deliver an overview focused on what you need to know to thrive and survive.
  • Topics to be covered include an overview of experiential marketing, top trends, rundowns of the top types of experiential programs, plus case studies.
  • We’ll also touch on measurement, best practices and keywords.
  • You’ll get a real feeling for what experiential is, why it’s growing and what’s next.
(Admission requires Monday, Monday/Tuesday or Three-Day All Access Registration.)
Presented By:
4:30 PM – 6:30 PM
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OPENING RECEPTION

It’s the first night of the Summit—a time for mingling, networking and cocktails. The EMS Opening Reception is your chance to reconnect with colleagues and meet new industry peers. This is a “can’t miss” opportunity to trade business cards, meet with new product and services suppliers and just plain “hang out” with the industry’s latest and greatest. Come early and stay late. (Admission to reception included with EMS registration.)
5:30 PM – 10:30 PM
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OPTIONAL EXCURSION: SAN FRAN GIANTS BASEBALL GAME

Come join 50 of your newest best friends for a group trip to AT&T Park as the Giants take on the Reds. Cost: $75 per person. Excursion package includes ticket and roundtrip shuttle transportation (leaves Marriott at 5:30pm; returns to Marriott after the game… no penalty if you leave early and take an Uber back on your own). All 50 tickets are together in club level 200. Tip: If you’re attending the game with others, please reach out to mflores@accessintel.com so we can make sure we keep your seats together.
7:00 PM – 11:00 PM
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EX AWARDS GALA AND AFTER PARTY

What started as the Oscars of event marketing has turned into the industry’s Golden Globes–600 of the world’s best marketers get rowdy as they celebrate the best campaigns of the year. Cost: $375 includes dinner, awards program and after-party. Tables of 10 also available. Note that an Ex Award ticket is not included in any kind of attendee/speaker registration and must be purchased separately. (Takes place at The Warfield Theater, 982 Market St.)

Tuesday | May 15

6:30 AM – 7:15 AM
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OPTIONAL WAKE-UP 5K RUN

Join other EMS runners for three (or if you want, six) miles of networking. Each morning we will start at the Marriott and take a jog amid some of San Francisco’s best run routes. Group stretch in the Marriott lobby at 6:20 a.m.; group leaves at 6:30 a.m. (There is no charge to participate but you must sign up online when you register for EMS. No walk-ups will be accepted.)
8:00 AM – 9:00 AM
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GENERAL SESSION BREAKFAST

Get up and come on down before our three-pack of general sessions for some fuel and industry networking.
9:00 AM – 9:35 AM
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GENERAL SESSION: SAMSUNG

Presented By:
9:45 AM – 10:20 AM
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GENERAL SESSION: UNDER ARMOUR UNPLUGGED

Presented By:
  • Kelley Walton, Head of Global Events, Under Armour
  • Erin Wendell, Head of Global Communications and Brand Campaigns, Under Armour
  • Jack Daley, Head of Social Media Strategy, Under Armour
10:30 AM – 11:05 AM
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GENERAL SESSION: CITIGROUP

Presented By:
  • Sean McBrien, SVP-Global Event Technology & Operations, Citigroup
11:30 AM – 12:15 PM
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COFFEE BREAK

Grab a refreshment, chat up fellow attendees and meet with the industry’s best experiential partners in the Solutions Center.
12:15 PM – 1:15 PM
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NETWORKING LUNCH

Come grab a bite and meet the industry’s greatest and talk about the industry’s latest. Chat up the day’s sessions, meet new colleagues or reconnect with old friends.
1:30 PM – 2:15 PM
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35 UNDER 35 POWER PANEL

Our first-ever 35 Under 35 recognition program comes to life at EMS with a panel discussion featuring some of the brightest young minds in experiential. Hear how the “next generation” of experiential marketers views the industry, how they are embracing and evolving live events and where they are betting this discipline is going. (Panelists unveiled May 1.)
1:30 PM – 2:15 PM
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AI FUTURECAST: WHAT IT IS, WHERE IT’S GOING AND HOW TO USE IT

Dive into the world of AI to better understand what it is, how it works and how event marketers can use it in the present and in the future. Hear about impactful case studies featuring AI tech at events. Get a preview of how Artificial Intelligence is being used to create smarter, more responsive and personalized experiences and activations. Learn how this new frontier in technology and data will ultimately help you get results from your investment, and walk away understanding how to use AI as the ultimate storyteller for any event program.
Presented By:
  • Erin McElroy, Program Director-Event & Digital Innovation, IBM
1:30 PM – 2:15 PM
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BOOSTING DWELL TIME AT FESTIVALS AND LARGE-SCALE EVENTS

The path from consumer to advocate takes time, and with its engagement-rich activation at Pitchfork Music Festival, the Bay Area’s own CLIF Bar achieved an average of 13 minutes of engagement per person, according to data from an independent agency—double the dwell time of that earned by fellow festival sponsors. Get this: they didn’t do it with techy interactives, entertainment or celebrities. They did it with analog engagements, a charity component and a chill outdoor footprint. And they amplified it all without a hashtag. What makes an activation worth the time? Let CLIF Bar walk you through its playbook.
Presented By:
  • Joey Steger, Director-Field Marketing, CLIF Bar and Co.
  • Anna Clarke, Regional Manager-Field Marketing, CLIF Bar and Co.
1:30 PM – 2:15 PM
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GOING BOLD: LIFESTYLE EXPERIENCES WITH CHEETOS

It’s a snack brand consumers have enjoyed crunching since 1948, but beyond the store shelves, Cheetos has made a name for itself in the marketing world by getting consumers to experience this “grocery store” CPG brand in lifestyle settings. From launching “Cheetau” a perfume named after the brand’s icon, to an online shopping site with apparel and jewelry in orange and black designs, to opening The Spotted Cheetah restaurant during New York Restaurant Week, Cheetos continues to elevate itself beyond its “cheesy” exterior. In this session, learn how Cheetos continues to generate excitement for snacking and continues to stay relevant generation after generation.
Presented By:
  • Ryan Matiyow, Senior Director-Marketing, Doritos and Cheetos, PepsiCo
1:30 PM – 2:15 PM
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SOCIAL MEDIA AMPLIFICATION: SOUNDCLOUD’S SXSW POP-UP CONCERTS

Hear how disruptive content, video, Twitter Unlock Cards and more led to more than 21 million impressions for SoundCloud. Get tips on leveraging social media at all stages of an event, how to form authentic content partnerships with influencers and how to speak to local and global audiences at the same time. Thanks to the power of social media, marketers are no longer restricted to an activation footprint. SoundCloud for the launch of its SoundCloud Go Music streaming service that delivers music anytime, anywhere, followed suit—hosting “underground” pop-up concerts that reached fans where they lived and touched many more digitally.
Presented By:
  • Erika Leone, Director-Brand Communications and Integrated Marketing, SoundCloud
  • Chiara Adin, Chief Creative Officer, NA Collective
1:30 PM – 2:15 PM
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TRENDING: INSTAGRAM ‘MUSEUMS’ WITH ESSENCE AND TOYOTA

Instagram museums, with their multisensory and shareworthy immersions into a brand, campaign or message, continue to be a top trend in the event world. For ESSENCE and Toyota, the strategy helped engage a millennial African-American target and drive buzz for the 2018 Toyota Camry. The Sensory Wonderland experience centered on the Afrofuturism movement, a celebration of “black culture, technology, liberation and pure imagination,” and included dynamic visuals, multisensory experiences and live performances. Get behind the wheel of this trend and walk away with best practices for designing a campaign or message with a hashtag and a photo filter in mind.
Presented By:
2:30 PM – 3:15 PM
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ABSOLUT’S GRAMMY ACTIVATION CASE STUDY

Learn how one of the world’s most iconic brands brought its first new flavor in four years to market with a savvy Grammy Awards partnership that not only immersed fans and celebrities in its signature lime vodka—it tapped into the cultural zeitgeist to make its #refreshthetalk message a movement that made sense. Take a page from Absolut’s playbook on how to bring a new product to market on one of the world’s largest stages, and how to carve out mind space in a crowded sponsorship environment where some of the world’s biggest brands (and their budgets) come to play.
Presented By:
2:30 PM – 3:15 PM
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AIRBNB OPEN: USING AN ENTIRE CITY AS YOUR EVENT VENUE

Come take a seat as the 2017 Grand Ex winners crack open the magic of Airbnb Open—part event, part festival, and an experience that turned all of downtown L.A. into a cohesive venue for the best campaign of the year. Discuss the importance of connecting events with the community they take place in and using that entire community as the canvas to paint you experiences on. Hear candid comments on building more meaningful engagements, creating intimacy at scale, expanding beyond traditional event spaces and embracing a city as the venue.
Presented By:
  • Chip Conley, Author of “Emotional Equations” & Strategic Advisor-Hospitality and Leadership, Airbnb
2:30 PM – 3:15 PM
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ANATOMY OF A TIMES SQUARE EXPERIENCE

When KIND set out to spark a conversation about how much added sugar children consume, the brand chose New York City’s Times Square to illustrate this epidemic in an activation that made headlines. Times Square and other large public venues provide brands a platform to engage live with hundreds of thousands of people on a daily basis, spurring huge returns across earned and social media. Though with this great opportunity, also comes significant challenges in mitigating the risks inherent to these locations, from weather challenges to terrorism threats. These challenges are at their most complex and high stakes in Times Square, making it the model for how to plan effectively for all live events today. In this session, get expert tips and analysis on what it takes for all parties to collaborate effectively and plan, permit, secure and execute a project in Times Square, while also learning how this approach can benefit all experiential marketers today. Because if you can activate a live event successfully in Times Square, you can do it anywhere.
Presented By:
  • Drew Nannis, VP Integrated Communications, KIND
  • Cristin Brutis, former Executive Director of the New York City Mayor’s Office, Citywide Event Coordination and Management
  • Brian Schultz, Chief Experience Officer, We're Magnetic
2:30 PM – 3:15 PM
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BUILDING A FESTIVAL FROM THE GROUND UP WITH COMEDY CENTRAL

Take a crash course in the ever-evolving festival world with Comedy Central and Bonnaroo-creator Superfly, co-founders of ClusterFest. The comedy festival featured standup from Jerry Seinfeld, Kevin Hard, Sarah Silverman and more, and an activation-rich “adult Disneyland” that immersed fans in their favorite series from South Park to It’s Always Sunny in Philadelphia. Learn what it takes to translate a linear brand into an immersive experience, what data you should leverage to make the leap, how to get a festival off the ground and the nuances of engaging a traditionally “passive” audience in a live setting.
Presented By:
2:30 PM – 3:15 PM
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CREATIVE SPONSORSHIP STORYLINES: LESSONS FROM THE DRONE RACING LEAGUE

The days of merely selling signage with partner logos are over, and there may be no better space to see this evolution in action than in the drone space—specifically, the drone racing space. Take flight with the U.S.-based Drone Racing League (DRL), which manages live sporting and esports events involving drone pilots and three-dimensional courses, custom technology and film production. Learn how DRL’s story-driven experiences, from case studies with brands like Allianz, BMW and Swatch, are incorporating media-worthy visuals and shareworthy activations to drive ROI. Walk away with tips to take your next sponsorship from signage to spectacle.
Presented By:
2:30 PM – 3:15 PM
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POWER PANEL: THE 2018 B-TO-B DREAM TEAM

Our March cover story comes alive as our inaugural B-to-B Dream Team comes together to discuss top trends, best practices and the future of the event discipline. Come experience some of the sharpest minds in b-to-b events, hear candid comments on face-to-face marketing and walk away inspired and excited about the future of your events. Panelists: Watch for the March issue of Event Marketer. Will you be on the list?
3:15 PM – 4:00 PM
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COFFEE BREAK

Grab a refreshment, chat up fellow attendees and meet with the industry’s best experiential partners in the Solutions Center.
4:00 PM – 5:00 PM
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ACTIVATION STRATEGIES THAT BRING YOUR BRAND’S HERITAGE TO LIFE

In this session, hear how Wilson leverages the “story behind choice” to engage consumers. Learn about the anatomy of fan activations, and walk away with the inspiration to embrace your brand story and bring it to life. It’s a seemingly simple game ball, but underneath Wilson footballs’ leather and stitching is an intricate history that sets the brand apart. Wilson Sporting Goods, which has supplied the Official Game Football for the NFL since 1941, brings this story to life with a new intimate fan activation designed to mobilize their handcrafted factory experience for fans and young players alike at fan fests as well as grassroots events.
Presented By:
  • Amanda Lamb, Global Marketing Director, Wilson Sporting Goods
  • Liam Boyle, Chief Marketing Officer, OutCold
4:00 PM – 5:00 PM
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INTERNAL EVENTS CASE STUDY: INSIDE DELTA’S 747 FAREWELL TOUR

Mixing in-flight experiences with hangar parties on a national tour to say farewell to the 747 aircraft, Delta Air Lines took employees—and a few loyal consumers who bid their SkyMiles to gain entry—on the ride of their lives. Go inside the Delta 747 Farewell Tour that included charter flights across the country, in-flight activities and on-the-ground events that engaged employees and consumers alike. On the operations side, you’ll hear about the logistics required to activate the program, how the brand wove together employee and consumer engagement seamlessly and how emotion became the unifying factor that left all attendees more invested in the company than ever before
Presented By:
4:00 PM – 5:15 PM
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WOMEN IN EVENTS

The annual networking learning mixers returns in San Francisco with all-new content, all-new drinks and all new ways to connect with fellow EMSers. (Function open to registered EMS ladies only. Sorry, guys.)
5:00 PM – 6:30 PM
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HAPPY HOUR

The EMS reception is always a who’s-who of event marketing. Reconnect with old colleagues and meet new peeps—grab a cocktail and enjoy great conversations with your industry peers. Only EMS brings together more than 1,000 elite event marketers at our networking events. This is a “can’t miss” opportunity to trade business cards, meet with new product and services suppliers and just plain “hang out” with the industry’s latest and greatest. This is the last major networking reception of the Summit so don’t miss it. (Admission to reception included with EMS registration.)
9:30 PM – MIDNIGHT
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EMS LATE-NIGHT, POWERED BY NVE: THE EXPERIENCE AGENCY

This year’s official EMS party will be epic—from the music to the cocktails to the experience, you will have a blast. Come get your groove on. Mix and mingle with the world’s greatest event marketers. And raise more than a few glasses to the power of the experiential marketing industry. Location: 420 Mason Street, San Francisco. Theme and performer to be announced April 15.

Wednesday | May 16

6:30 AM – 7:15 AM
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OPTIONAL WAKE-UP 5K RUN

Join other EMS runners for three (or if you want, six) miles of networking. Each morning we will start at the Marriott and take a jog amid some of San Francisco’s best run routes. Group stretch in the Marriott lobby at 6:20 a.m.; group leaves at 6:30 a.m. (There is no charge to participate but you must sign up online when you register for EMS. No walk-ups will be accepted.)
8:00 AM – 9:00 AM
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BREAKFAST

Get up and come on down for a cup of coffee, some fruit, and many conversations with fellow attendees.
9:00 AM – 9:45 AM
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DELL FIRESIDE CHAT: HOW TO KEEP FLAGSHIP EVENTS FRESH

Long-running conferences can sometimes run into long-running ruts. Sit down with Dell’s master of reinvention to learn how his team keeps the brand’s annual Dell Technologies World conference current and competitive in an increasingly cluttered space. Learn why the brand is going all in on personalization, why it keeps a fully-stocked “innovation fund” and what engagement strategies and technologies the brand has experimented with to enhance the Dell Technologies World experience for its 13,500-plus attendees. This chat will be hot off Dell Technologies World 2018, so get ready for some candid insights on what worked, what didn’t and what attendees are still taking about days after the show.
Presented By:
  • Dan Preiss, Senior Director, Experiential Marketing, Dell Technologies
  • Jessica Heasley, Content Director, Event Marketer Magazine
9:00 AM – 9:45 AM
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ENGAGING YOUR POWER USERS, THE UBER WAY

Hop aboard Uber’s double-decker dining bus strategy to hear how the ride-hailing app engaged its “power users” in the new Uber Visa card program, plus many more passing by. The event for high-frequency riders and influencers included stops in neighborhoods across New York City with a top chef aboard cooking meals inspired by each of them. In this session, learn about the touchpoints Uber leverages to make an impact on its power users, the logistics behind the mobile dining operation and, ultimately, how to think beyond your product or service—in this case, the sedan—to engage your most loyal customers.
Presented By:
9:00 AM – 9:45 AM
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FIRESIDE CHAT: THE ESPORTS PHENOMENON

Learn all about the emergent entertainment platform that is esports, and where the white-hot sector is headed for Electronic Arts. No longer a fringe side-project of videogames, esports is now a major part of the entertainment landscape, attracting viewers around the world in record numbers and driving new ways in which people consume and connect to interactive entertainment. Get insights into why esports is growing as quickly as it is, what’s changing and why—and then dive right into how brand marketers are connecting into it. Learn the building blocks of esports brand partnerships, how top brands are participating and activating today, and where the esports phenomenon will be going in the future. Participants in this session walk away with a foundational understanding about the present and future of esports, and how their brands can use this platform to connect to new and growing audiences in new ways.
Presented By:
  • Brent Koning, Commissioner, EA SPORTS FIFA Competitive Gaming
9:00 AM – 9:45 AM
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MILLENNIAL CASE STUDY: LESSONS FROM LOWE’S IN-STORE ENGAGEMENT PROGRAM

The millennial generation brings with it unique challenges for marketers. In the case of Lowe’s, it’s a generation of consumers not quite eager to (or able to) tackle home improvement projects, which is the retailer’s bread and butter. To capture this next generation of DIYers, Lowe’s developed The UpSkill Project, an engagement program that teaches millennials how to update and fix things around the house, luring them into stores and, ultimately, creating advocates who can then spread their newfound wealth of knowledge to their peers. Learn how Lowe’s tapped into consumer insights to solve this generational issue and how in-store events are helping to bring the brand’s purpose to life.
Presented By:
9:00 AM – 9:45 AM
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TAKING A DIGITAL CONTENT STRATEGY OFFLINE WITH HYUNDAI

Marketers are quick to create content from events, but it’s not often they transform content into an event. In this session, get best practices on building an integrated content strategy and how to incorporate your product into the “story” seamlessly for the win. Hyundai for the NFL Draft introduced “Rolling with the Rookies,” an original digital content series on incoming NFL rookies, and the people, places and experiences that shaped their journeys. The campaign lived online and through social media extensions, and then Hyundai brought it to life with an experiential activation at the NFL Draft.
Presented By:
9:00 AM – 9:45 AM
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UNDER ARMOUR’S RULES FOR SMARTER, MORE AUTHENTIC ATHLETE PARTNERSHIPS

Today’s most meaningful athlete endorsements deliver much more than a few paid appearances. See how Under Armour leveraged a relationship with NFL superstar Cam Newton to give his eponymous shoe launch the boost in authenticity it needed to connect with fans and new audiences alike. Learn what today’s consumers crave in an athlete endorsement, and what criteria to use when looking for your own sports partner. Get real-world insights on how to calibrate your athlete’s involvement across everything from product design to event activation to infuse a level of meaning and purpose into the partnership that will make sports fans brand fans.
Presented By:
9:00 AM – 10:30 AM
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INNOVATION LAB: EFFECTIVE STORYTELLING IN THE AGE OF SOCIAL MEDIA

In this 90-minute master class on the art of digital storytelling, one of the leading architects of President Obama’s game changing New Media campaign and the nation’s first Official White House videographer, shares his expertise on the art of storytelling in the digital era. Listen in as Arun Chaudhary draws from his experience with both the Obama and Bernie Sanders campaigns to explain how you can capture and share video and other media content that tells compelling stories. Learn how to design content campaigns that will impact users on digital and social media platforms. Walk away inspired by what’s possible, and with a list of concrete strategies for transforming your people, your brand message and your event content into rich and vibrant stories that resonate with millions of people. A conservatory-trained filmmaker with a passion for politics, Arun Chaudhary was the first Official White House Videographer, a position created for him at the beginning of the Obama administration. During then-Senator Obama’s presidential bid, Chaudhary served as a key member of the New Media Team, giving the public a peek into the candidate’s daily life and personality behind the scenes. At the White House, Chaudhary expanded his vision of including the public in the opaque world of the presidency, writing, producing, shooting, and editing more than sixty episodes of “West Wing Week,” a documentary series following the president through his rigorous weekly agenda. The series provided anyone with an internet connection unprecedented access to the President’s serious (and endless) day-to-day work, as well to the moments of levity that revealed his more lighthearted side. Most recently, Chaudhary worked as Creative Director on Senator Bernie Sanders’ presidential campaign, crafting and communicating the candidate’s Snapchat- and Instagram-ready persona for the iPhone generation. Now a partner at the digital strategy firm Revolution Messaging, Chaudhary designs and implements creative strategies to communicate clients’ brands and causes.
Presented By:
10:00 AM – 10:45 AM
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BUILDING A FACEBOOK LIVE NETWORK WITH HARLEY-DAVIDSON

Grab a front-row seat as Harley-Davidson opens up its digital playbook to walk you through its Facebook Live network strategy. Learn how the iconic brand is activating its live events across a wide, global network of partners, dealer and regional Facebook pages. Understand how the strategy helps amortize event expenditure while creating engagement points for those not in attendance. Go inside a recent X Games partnership to find out how Harley-Davidson generated more than 2.1 million viewers via a Facebook Live broadcast. Walk away with the insights you need to build a broadcast strategy and leverage Facebook Live content for your brand and your portfolio of events.
Presented By:
  • Eric Jensen, Global Brand Lead, Harley-Davidson Motor Co.
10:00 AM – 10:45 AM
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EXCLUSIVE RESEARCH UNVEILED: EVENTTRACK 2018

Come be the first in the world to see the results of Event Marketer’s EventTrack, the largest annual research fielded on event and experiential marketing. Hundreds of Fortune 500 companies participated in this year's study, which features a unique "Split Ecosystem" format: Two complete, separate surveys are issued—one to brand marketers and one to consumers about how they are using, reacting and embracing experiences. Separately, each provides critical insights on the value, impact and state of experiential marketing. You want stats and data on experiential. We got your stats and data right here… in this session.
10:00 AM – 10:45 AM
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EXPERIENCE-DRIVEN PRODUCT DEVELOPMENT: BOOK BY CADILLAC

It’s part next-gen ride-and-drive program for a new generation, and part powerful example of what happens when the brand experience isn’t just a marketing strategy—it’s a catalyst for product development. Get an exclusive tour of the BOOK by Cadillac program, a luxury vehicle subscription service that invites consumers to pay a monthly fee for access to a fleet of Cadillac vehicles. Learn how the brand is disrupting the auto industry through an experience-driven program that exposes subscribers to its vehicles in an unconventional—yet highly contextual—way. Get a birds-eye view of Cadillac’s mindset and methodology, and walk away with ideas on how your live experiences might translate into a new business models and opportunities, too.
Presented By:
  • Melody Lee, Global Director-BOOK by Cadillac, General Motors
10:00 AM – 10:45 AM
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GEN Z AND GEN ALPHA: NEW DIGITAL AND SOCIAL HABITS

Gen Z and its younger cohort, known as Generation Alpha, are some of the most coveted demographics on earth. But their digital and social media consumption behaviors are drastically different than their slightly older Millennial counterparts. In this session, we’ll break down the nuances to give you a better handle on how to build experiences that speak to these digitally native but analog craving kids.
Presented By:
10:00 AM – 10:45 AM
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PERSONALIZATION WITH CISCO: TRANSFORMING THE B-TO-B CUSTOMER EXPERIENCE

Think personalized marketing techniques are only for consumer brands? Think again. Smart b-to-b marketers know that personalization is the key to unlocking deep engagement with b-to-b customers and prospects alike. In this session, you’ll learn how the Cisco Global Events team is using technology and data insights to transform its attendee experience from “one experience for thousands” into “thousands of personalized experiences” across its portfolio of events. Get the low-down on the tech tools you need to track the data, and the infrastructure you need to act on it. Walk away with a plan for creating personalized touchpoints before, during and after your event that create better engagement and greater business impact.
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10:45 AM – 11:15 AM
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COFFEE BREAK

Grab a refreshment, chat up fellow attendees and meet with the industry’s best experiential partners in the Solutions Center.
12:15 PM – 1:15 PM
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NETWORKING LUNCH

Come grab a bite and meet the industry’s greatest and talk about the industry’s latest. Chat up the day’s sessions, meet new colleagues or reconnect with old friends.
1:30 PM – 2:15 PM
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29ROOMS: INSIDE REFINERY29’S BREAKOUT PROPRIETARY EVENT

They call it a “Funhouse Of Style, Culture, And Technology.” We call it one of the most innovative new takes on live brand engagement in the industry. Take an exclusive tour of 29Rooms, the brain child of media and entertainment company Refinery29, for a behind-the-scenes look at a totally fresh event format that invites brands and creatives to co-create narrative-driven immersive spaces—29 of them, to be exact—designed for consumer play, thoughtful engagement and interactivity. Hear how 29Rooms was conceived and designed, and how, heading into its fourth year, it’s evolving to meet the needs of the brand marketers and the sell-out crowds that flock to it.
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1:30 PM – 2:15 PM
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B-TO-B VR: VISA’S IMMERSIVE EMPLOYEE EDUCATION EXPERIENCES

The immersive qualities of virtual reality make it an innovative tool for creating compelling educational experiences that are entertaining, too. The challenge, however, is leveraging it in a group setting. In this session, hear how Visa University, an internal learning program, deployed a new multiplayer VR technology that allowed several individuals to engage together via their mobile devices while a “captain” guided the experience in the virtual space. Get the scoop on how it works, best practices on everything from mastering the learning curve to creating custom content, and walk away with fresh ideas for incorporating VR into your next b-to-b event.
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1:30 PM – 2:15 PM
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HARNESSING TECHNOLOGY TO DELIVER MORE MEMORABLE EXPERIENCES WITH LYFT

From a “Stranger Things”-themed ride that took passengers to the Upside Down (Eggos included!), to a tech wearable that let users request a ride simply by raising their thumbs, Lyft is mastering the art of using innovative technology to create unexpected and memorable brand engagements. Learn how to employ the latest technologies to bring to life press-worthy experiences that not only build buzz and excitement for your brand, but win the hearts of consumers. Get tips on how to match the right tech to your marketing objectives, and how to translate cutting-edge technologies into surprising, “must-share” live experiences.
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1:30 PM – 2:15 PM
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STATE FARM AND ‘HERE TO HELP’: VOLUNTEERISM AS AN ENGAGEMENT TACTIC

Millennials are attracted to brands that do good, and so to elevate its #HereToHelp Lounge at music festivals, drive brand affinity and loyalty, State Farm incorporated volunteerism with an online platform and a suite of engagements that encouraged attendees to volunteer at the festivals and in their communities. Naturally, it tied nicely to the brand’s “Here to Help” tagline and the brand’s reputation for being a “Good Neighbor.” In this session, learn how State Farm engaged millennials in its message and causes, how content played a role in bringing the campaign full circle and walk away with the insights needed to make a difference and an impact on your business.
Presented By:
  • Mandy Laux, Sponsorship and Experiential Manager, State Farm
  • Amy Erschen, SVP-Account Services, The Marketing Arm
1:30 PM – 3:00 PM
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INNOVATION LAB: THE LAWS OF CREATIVITY: THE HIDDEN SCIENCE OF CREATIVE GENIUS

Creative genius isn’t something you’re born with—or without. In this 90-minute deep-dive, data entrepreneur, marketing innovator and creative wunderkind Allen Gannett reveals that there are, in fact, patterns displayed by creative geniuses and these patterns can radically increase anyone’s odds of success in their own creative endeavors. Listen in as Gannett shares anecdotes, data and wisdom from his interviews with dozens of creative geniuses, including rock stars with 20 million albums sold, New York Times best-selling writers, and even a YouTube creator with over five million subscribers. Hear the surprising principles creative geniuses use again and again, and what steps you can take to start applying them to your events, your brand and your life. Gannett will lay out five pillars (Creative Curve, Consumption, Constraints, Cycles, and Community) for creating new ideas that ensure that you too can beat the odds—and become a creative genius, too. At 26, Allen Gannett is one of the youngest institutionally-backed CEOs in the country, a leader in the science of marketing and creativity, and a sought-after investor in innovative technology companies. He founded and is the CEO of TrackMaven, a marketing data and intelligence platform used by some of the world’s biggest brands including General Electric, Microsoft, Marriott, Fidelity, and other Fortune 500 companies. TrackMaven is the leader in data- driven marketing, helping brands unlock the science of their social, content, and digital advertising by analyzing millions of pieces of marketing content and uncovering actionable insights. This deep analysis puts Gannett at the forefront of understanding what makes creative content go viral.
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2:30 PM – 3:15 PM
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LUXURY CONSUMERS: HOW PORSCHE MIXES MUSIC AND TEST DRIVES

Rock stars. Music’s biggest publication. A luxury sports car. These were the three ingredients of Porsche and Rolling Stone’s “Engine Notes” concert event that mixed on-track e-Performance, custom audio visualizers, and a live performance from Porsche enthusiast Dave Navarro. In this session, learn how Porsche leveraged consumer insights to broaden its target audience, see how the music-centric program came to life, and walk away with ideas to put a premium spin on your experiential programs.
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2:30 PM – 3:15 PM
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SURPRISE AND DELIGHT EXPERIENCES WITH GENERAL MILLS

No matter how cluttered the landscape gets smart surprise and delight experiences can still make a lasting impression. In this mini master class on the art of unexpected activations, General Mills’ Nature Valley team takes you inside its portfolio for a taste of how it leverages a savvy mix of highly targeted geographies with disruptive yet delightful surprises to engage consumers and generate awareness. Learn how to use the art of the unexpected to build advocacy and boost loyalty. Walk away with fresh ideas for unique places to activate, and new partners to activate with.
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2:30 PM – 3:15 PM
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VIRAL STUNT MARKETING STRATEGIES WITH HULU

Stunts can quickly catapult a brand and message from the local street and onto the national stage. But there’s an art and science to the strategy, and plenty of unknowns along the way. In this session, hear how Hulu raised awareness for its award-winning series “The Handmaid’s Tale” with red-cloaked “Handmaids” who moved silently throughout SXSW in Austin, stopping traffic, taking over Twitter and landing coverage in top-tier media outlets. Get tips on planning and staging a stunt that aligns with your brand’s marketing goals, learn when and how to engage the media and consumers, and walk away with a playbook to go viral.
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2:30 PM – 3:15 PM
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‘UNCOMFORTABLE' EXPERIENCES: WHEN TURNING THE WRONG AUDIENCE OFF, TURNS THE RIGHT AUDIENCE ON

What if brands identified the consumers who would never buy their product(s), and instead of winning them over, they pushed them away? Focusing on “discomforting” an “anti-market” can help your brand stand out to the real one, naturally creating disruptive and disarming campaigns, and in turn attracting and engendering greater brand loyalty and passion from the target audience. It’s a street marketing strategy that has helped The Economist generate more than 66,000 new subscribers, globally. In this session, the publisher will explain why discomfort is the next big thing in experiential marketing, why it works and how to do it successfully.
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3:30 PM – 4:15 PM
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ACTIVATING WITHOUT AN OFFICIAL SPONSORSHIP: THE ART OF GUERRILLA ACTIVATIONS

Whether you can’t afford to be an official sponsor, or the sponsorship package is just too confining for the rebellious spirit of your brand, it pays to know the pros and cons of guerrilla activations. Spend 45 minutes with rebel brand Jack Link’s and find out how it effectively navigated this year’s Super Bowl to bring its unofficial activations to life. Learn how to navigate “clean zones” at large events like the Super Bowl, Final Four and All-Star Games. Get insights on when to ask for forgiveness, not permission. Find out how to master the art of “sponsorship piggybacking” and activate in high-profile stadium settings. Get the details you need to develop strategic relationships with the right people to support your guerrilla campaign, and understand the value of alternative media when it comes to making it all count.
Presented By:
  • Jillian Brown, Senior Integrated Marketing Communications Specialist, Jack Links
  • Ian Lawrow, Founder, Svedvik Collective
3:30 PM – 4:15 PM
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HOW TO STAND OUT AT TRADE SHOWS WITH AN ‘ANTI-BOOTH’

Trade show exhibits are often stocked with a familiar set of ingredients: brand ambassadors, interactives and samples. But what if you were to reimagine these key ingredients—and possibly, eliminate a few, if not all of them? Go inside the Kashi booth at Natural Products Expo West that did just that and learn how the brand positioned its presence around a movement and a deceptively simple photo op. Hear about the brand’s design journey, its “lightbulb moments to movements” story and strategy, and walk away with the inspiration to flip the script on your next show footprint.
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3:30 PM – 4:15 PM
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THE SWEDISH FISH GUIDE TO SOCIALLY SHAREABLE SAMPLING STRATEGIES

Step inside an innovative sampling program with Mondelez’ iconic Swedish Fish brand that transformed a nationwide sampling effort into a series of digital engagements that extended the program’s reach and “hooked” consumers. Learn how a mix of interactive quizzes, shareable selfie experiences, Snapchat filters and a webcam livestream transformed the brand’s live events into powerful content creators for social media. Walk away with a better understanding of how to activate an integrated sampling program in a new market—and how to amplify it with unique digital strategies.
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4:15 PM – 5:00 PM
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CLOSING GENERAL SESSION: TRENDWATCH 2018

Back by popular demand and all-new for 2018, the Summit ends once again with a bang (and some cold beer) as EMS cofounder Dan Hanover takes to the stage to present our annual Trendwatch rundown of current industry trends top brands are embracing, emerging “heater” trends that are just starting to pop and how leading experiential marketers are evolving. You’ll see the exclusive Trendwatch list of trends, illustrated by case studies and insights into some of the world’s greatest brands. Come join The Hanny Manny for a final session together.
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