Head of Marketing Strategy & Operations Chrysler
Marketers are embracing the coveted “brand experience” like never before, using face-to-face marketing to develop deep connections with target audiences. At Chrysler Group, a recalibrated, digitally linked experiential marketing foundation has become a critical driver of a refreshed marketing mix designed to engage consumers and convert them into drivers—faster than ever before. Hear how experiential marketing is evolving, and why. Learn why Chrysler is leaning more heavily on live events in 2013 and beyond. And find out how the Detroit auto giant is learning from its own programs and evolving its experiences to be more effective and engaging for 2014.
Chief Marketing Officer
Activision’s Call of Duty: XP event was a game-changer for the entire industry. Not only did it take online plus offline engagement to the next level, but it showed once and for all that experiential plus digital plus social does equal mass reach and higher sales. Go inside Activision’s experiential marketing engine, learn why events are key to customer engagement and how live experiences are evolving like never before. Hear lessons learned from the 2012 Grand Ex Award-winning XP, find out how those lessons are being applied to other Activision events globally, and walk away with key insights on how the coveted “brand experience” is changing for us all.
WEDNESDAY, MAY 8 | 8:30 a.m.
THE ANATOMY OF THE BRAND EXPERIENCE
VP-Brand Management and Guest Experience
Ritz-Carlton was designing “brand experiences” long before the term caught on. The power of human connection has been at the heart of the global hotelier’s brand for 100 years—and few companies have distilled that connection down to a science like this one has. Get a unique look at the building blocks of a brand experience, learn what the most important drivers of a brand connection really are and find out how hyper- personalized engagement is everything. In this exclusive session, you’ll get key insights and ideas for creating more connective and more relevant engagements with your own target audiences—no matter what types of events you create.