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Thursday | May 16

6:30 AM – 7:15 AM
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ADD-ON EXPERIENCE: WAKE-UP 5K RUN

Join other EMS runners for three (or if you want, six) miles of networking. Each morning we will take a jog amid some of Las Vegas’ best run routes. Group stretch in the Caesars Palace lobby at 6:20 a.m.; group leaves at 6:30 a.m. *BONUS! Runners will receive an exclusive EMS Running Club t-shirt with their registration materials. Cost: $10 (Pre-registration required. No walk-ups will be accepted.)
8:00 AM – 9:00 AM
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BREAKFAST

Get up and come on down for some fuel for the day before your morning sessions.
9:00 AM – 10:00 AM
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FACEBOOK KEYNOTE

Presented By:
  • Julie Hogan, Director, Global Face-to-Face Marketing, Facebook
10:15 AM – 12:15 PM
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BRAINDATES

Step into one of our poolside cabanas for exclusive peer-to-peer meetups on topics you want to discuss and learn more about. Limited spaces available—watch for sign-up details after you register.
10:15 AM – 11:00 AM
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GURU CHAT: ORACLE + EXECUTIVE CHEF AMARYLL SCHWERTNER

In this “I/O” (Inside the industry/Outside the industry) chat, Oracle marketing executive Paul Salinger sits down with star chef Amaryll Schwertner to discuss the growing intersection and commonalities between the culinary world and the event world. They’ll explore how both are uniquely designed to make memories through great experiences, great design, great aesthetics and a passion and desire to combine many elements to create signature moments that appeal to event attendees and restaurant customers alike. Listen in and be inspired by this candid conversation about the evolving—and surprising—ways events and the culinary scene can inform and propel one another’s success.
Presented By:
  • Paul Salinger, VP Marketing, Oracle Corporation
  • Amaryll Schwertner, Executive Chef, Culinary Star and Restaurant Designer, Bouli Bar and Boulette’s Larder, San Francisco
10:15 AM – 11:00 AM
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GDPR, DATA AND PRIVACY BEST PRACTICES FOR EVENT MARKETERS

It’s one of the most talked about—and most feared—topics in the event industry right now. General Data Protection Regulation (GDPR) requires that businesses protect the personal data of their customers and consumers. In this session, we will break down GDPR compliance and explain what it means to event marketers doing business in the U.S. and abroad. Learn what measures you need to take to make sure your event programs are compliant, and hear how Microsoft is supporting its global event teams. Get up to speed on the latest data privacy rules and regulations and leave with a checklist of actionable strategies you can deploy right away.
Presented By:
10:15 AM – 11:00 AM
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TWITTER UNPLUGGED: B-TO-C STRATEGIES FOR B-TO-B EVENTS

Customers are consumers at the end of the day so it makes good sense that b-to-b events appeal to the b-to-c spirit. Twitter’s event team takes the stage in this candid panel to discuss the way it approaches its b-to-b events, and what inspires its consumer-centric activations. Hear about how the team uses insights from its consumers and their communities to craft activation ideas, and how it Twitter’s global offices serve as inspiration the brand’s lively and modern event environments. Hear first-hand how this team is structured and how it optimizes itself for maximum creativity and productivity.
Presented By:
10:15 AM – 11:00 AM
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STORE COMMUNITY EVENTS: LESSONS FROM DICK’S SPORTING GOODS

With the rise of the digital age, the retail industry relies now, more than ever, on experiential marketing. Go inside Dick’s Sporting Goods’ strategic playbook for a look at how this retail success story is bucking the trend and growing like gangbusters through a thoughtful blend of grand opening celebrations, athlete appearances, mobile tours and community events. Learn how to drive mass community awareness, foot traffic, memorable brand experiences and cultivate loyalty in critical markets for your brand. Walk away with tips you can apply to a wide range of local and national activations.
Presented By:
  • Dave Natale, Director, Community Marketing, Dick's Sporting Goods
  • Matthew Cox, VP-Sales & Marketing, retailcomm
10:15 AM – 11:00 AM
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‘007 ELEMENTS’ CASE STUDY: CREATING CINEMATIC BRAND EXPERIENCES

James Bond movies are known for their incredible locations—from Canada's natural beauty in the spectacular opening sequence of 1977's "The Spy Who Loved Me," to a colorful Mexico City in 2015's "Spectre." In this session, you’ll travel to the Austrian Alps for a rare behind-the-scenes look at 007 ELEMENTS, the world’s first cinematic brand museum situated in one of the Bond franchise’s most iconic locales—in this case, 9,800 feet above sea level at the peak of Gaislachkogl Mountain in Austria. See how state-of-the-art technology, stark contemporary architecture and a dramatic cinematic soundscapes combine to create a spine-tingling immersion into the world of Bond for fans and visitors. Hear from the creators of this stunning brand environment how it was conceived, built and activated, and learn more about the growing intersection of film, design and technology in branded events. Walk away inspired by the possibilities, and how brands can create one of kind experiences using these tactics, too.
Presented By:
10:15 AM – 11:00 AM
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CANNABIS EVENT PRIMER: EVERYTHING YOU NEED TO KNOW

With recreational cannabis legalized in 10 states and counting, the estimated $31 billion marijuana market is starting to look like the gold rush days of the post-Prohibition era. Listen in as the leading lifestyle brand in the cannabis space gets you up to speed on the unique activations, the surprising demographics and the burgeoning partnership opportunities available to endemic and mainstream brands alike. Take a tour of top cannabis event programs, get a sneak peek at how brands will be dipping their toes into these uncharted waters and walk away with a firm handle on the regulations, risks and potential rewards.
Presented By:
  • Jim Baudino, VP Corporate Development, Merry Jane Media
11:00 AM – 11:45 AM
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COFFEE BREAK

Coffee. You know you need it. So come and get it and relive the glory of the previous night’s excursions with your new industry friends.
11:45 AM – 12:30 PM
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‘AGILE’ EVENT MANAGEMENT TIPS FOR PR ACTIVATIONS: THE BMW VISION iNEXT WORLD FLIGHT

Go where few PR events have gone before as BMW takes you on its Vision iNEXT World Flight—a one-of-a-kind automotive launch of BMW’s vision of future mobility on board a Lufthansa cargo plane bound for Munich, New York, San Francisco and Beijing. Learn about the brand’s Agile Event Management philosophy and how it enabled the company to seize a press event idea on the fly and bring it to market quickly. Learn how to create an infrastructure in your event organization that allows for agility and action, and how to amplify your PR events in innovative and disruptive ways.
Presented By:
  • Ingo Wirth, Head of Corporate Communications for MINI & BMW Motorrad, MINI, BMW Motorrad
  • Colja Dams, President/CEO, VOK DAMS Agency for Events & Live-Marketing
11:45 AM – 12:30 PM
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HOW TO STAND OUT AT POP CULTURE CONVENTIONS AND EVENTS

Gamers, movie lovers and comic-book fans are tough but important audiences. In this session we’ll take a closer look at the world of pop culture conventions and events to understand how brands can carve out mind space and brand equity in an incredibly crowded environment. Hear from endemic and non-endemic brands what strategies have worked for them, and what advice they have for anyone just cracking into the scene. Learn what tactics draw and keep crowds and what innovative ideas are changing the landscape at the world’s biggest fan conventions and events.
Presented By:
11:45 AM – 12:30 PM
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THE NEW SHAREHOLDER MEETING

Long-running conferences can sometimes run into long-running ruts. Sit down with Walmart’s master of reinvention to learn how his team keeps the brand’s annual Shareholder Meeting current and competitive in an increasingly cluttered space. Learn what engagement strategies and technologies the brand is deploying to enhance the shareholder and employee experience for its 14,000-plus attendees. Get ideas on how to keep your biggest annual events fresh year to year. Bonus: This chat will be just days away from Walmart’s 2019 event, so get ready for a rare preview into what’s on the agenda, and what attendees will be taking about days after the show.
Presented By:
12:30 PM – 1:45 PM
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ZAPPOS LUNCH KEYNOTE

Presented By:
2:00 PM – 2:45 PM
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RETHINK YOUR COLLABORATIVE PROCESS: WORK THAT MATTERS

Most experiential programs are case studies in collaboration. But not all collaborative processes generate great work. In this panel discussion, we’ll deconstruct the myths and conventional thinking around the creative process, and discuss how you can begin to rethink and, if necessary, reengineer your process for optimal collaboration and contribution by everyone on the team. Learn new ways to facilitate and then co-create inspired work with your teams and your partners, and what challenges and pitfalls most often thwart great collaborations. Get unique insights on the value of “thinking wrong” and why challenging the status quo can often lead to work that matters.
Presented By:
  • Alex Sapiz, VP, Global Events, Cisco
  • Greg Galle, Co-Author, “Think Wrong: How to Challenge the Status Quo and Do Work that Matters”
  • Suzanne Hanson, Senior Creative Director, George P. Johnson
2:00 PM – 2:45 PM
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HEALTH AND WELLNESS ACTIVATIONS: JAYBIRD’S ‘MINDFUL’ NYC MARATHON ACTIVATION

To give its wireless headphones (designed for athletes) a boost among runners, earbud maker Jaybird created an unexpected three-day activation at the 2018 NYC Marathon that used the power of sound to enhance fitness experiences. Get up to speed on the growing health and wellness space, and see how Jaybird carved out a unique presence, and cultivated brand equity, on one of the sports world’s largest stages. Tour the “hammock forest” and listen in to some of the sounds shared with attendees. Challenger brands, take note—this session is chocked full of insights and ideas for you.
Presented By:
2:00 PM – 2:45 PM
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HIGH-TECH EVENTS FOR HIGH-TECH AUDIENCES: THE SAMSUNG DEVELOPER CONFERENCE

Few event attendees are as tech-savvy as developers. In order to stand out in the increasingly crowded world of developer conferences, Samsung created an event that armed attendees with what they needed to know to stay at the forefront of their own industry. Learn what strategies the team used to engage a wide variety of attendees, including developers, technologists, business leaders, innovators, designers and content creators. Find out how a mix of formats ranging from tech talks to leader panels to hands-on labs to product launches, empowered attendees with the training, practical advice and inspiration they craved. Get a better understanding of what moves and motivates this high-tech audience and how to craft events that can effectively compete for their time, loyalty and attention.
Presented By:
2:00 PM – 2:45 PM
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FAMILY-FRIENDLY ACTIVATIONS: EVENTS THAT KIDS CRAVE AND PARENTS LOVE

Forget everything you know about book signing events. In this session, we take you inside the wildly popular “Diary of a Wimpy Kid” franchise to learn how an innovative eight-city bus tour and trivia show engaged series fans—and their parents—in equal measure. Learn how to craft fun family-friendly event strategies that make getting there worth the effort. Get a better understanding of what drives school-age children to become loyal fans, and what motivates parents to support their kids’ favorite books, characters and products. Get the lowdown on what you need to know to market to kids and families with privacy and appropriate marketing tactics top of mind.
Presented By:
3:00 PM – 3:45 PM
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ENGAGING ELECTRONIC DANCE MUSIC FANS: A BRAND MARKETER’S GUIDE

Electronic Dance Music, or EDM, is a unique genre that comes to life across dozens of music festivals every year—and it shows no signs of stopping. Get to know this fast-growing music niche a little bit better and learn what makes these beat-loving fans travel and turn out in droves to dance, dance and dance some more. Step inside Corona’s successful EDM strategy for a closer look at how its engaging fans, and hear from industry insiders what turns EDM fans off, what turns them on and how you can engage this vibrant music scene in an authentic way.
Presented By:
3:00 PM – 3:45 PM
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ALCON’S TIPS FOR SMARTER DATA COLLECTION—AND DATA ‘ACTION’—STRATEGIES

Data gives us insights from the past, but can it help us build greater value for the future? That depends on how you use it. Learn how to design a data collection strategy that will inform and enhance your live events and ultimately heighten the experience for your audience. Learn how to uncover a multitude of data points at each stage of your attendee’s on-site experience to help define and impact your event’s success. See real-world case studies that illustrate what data to collect, and how that data can be used to create a more meaningful connection with your attendees.
Presented By:
4:00 PM – 4:45 PM
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CLOSING GENERAL SESSION: STAYING ON TREND WITH MICHELOB ULTRA

Grab a Michelob ULTRA and wrap up your EMS experience with a behind-the-scenes look at one of the year’s biggest success stories. As the fasting growing beer brand in the industry for the past four years, Michelob ULTRA is leading the beer category against the trend of declines in Domestic light beer. From launching the first USDA certified organic beer from a major brewer, to creating Team ULTRA at the NYC Marathon, to hosting the first mass meditation at SXSW, Michelob ULTRA is aiming to build meaningful consumer connections by breaking the conventions of health and wellness. Learn how Michelob ULTRA’s use of influencers, partnerships and proprietary experiences are helping to drive the brand’s success.
Presented By: