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Tuesday | May 14

2:30 PM – 4:30 PM
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WORKSHOP: CONTENT CREATION BASICS FOR EVENT MARKETERS

From shooting event video and editing content for streams, to event photography tips and tricks and prepping experiential content for social media—Content creation and management, (yes, that’s Content with a capital “C,” folks)—is the must-have skillset for the modern event marketer. In this workshop we will roll up our sleeves and get hands on with the tools and strategies every experiential marketer needs to be the Content guru they have to be in 2019—and beyond. You will learn:

  • Cinematography tips from video experts—what to shoot and how to shoot it
  • Editing tips from the pros—including tips on user-friendly tools and software
  • Social media best practices—what content is performing now, and why
  • Event design strategies—how to create a content-rich space worth shooting and sharing
  • Streaming strategies—the tech you need (and what it costs), to stream your event
  • Low-cost, low-tech strategies—how to use your phone to shoot and share great content
  • Wednesday | May 15

    9:45 AM – 10:30 AM
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    MEGA CASE STUDY: GOOGLE AT CES 2019

    Google’s CES activation, which featured a theme park-style ride, was the most talked-about brand experience at this year’s show. We’ll take you inside the strategic thinking, development process and the logistical hurdles the brand navigated to bring its activation to life. It’s a case study in how industry leaders are reinventing and disrupting experiential marketing to meet today's technological and cultural climate. And as TechCrunch said: "The work and engineering that went into this—and the quality of what they built for something that’ll only be here for a few days—is seriously absurd." Fasten your seatbelts for this one, folks.
    Presented By:
    • Andrew Rossi, Business Lead, Google Events + Experiences
    • Marcelo Alba, Creative Strategy for Events and Experiences, Google Events + Experiences
    • Robin Lickliter, Chief Experience Officer, Sparks
    10:45 AM – 11:30 AM
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    AMERICAN EXPRESS’ ‘HUMAN-CENTRIC’ BUSINESS ACTIVATIONS

    To help showcase its exclusive brand offerings and its spirit of best-in-class service, American Express is taking a decidedly human-centric approach to its activations. Case in point: CES 2019, where consumer-friendly creature comforts like charging stations, a lounge, a cookie bar, professional headshots, a sneaker-cleaning station and a hand-massage and phone-cleaning service were just some of the ways the brand connected exhausted attendees—and their emotional needs—with what the brand has to offer. Learn how to identify what your business audience is lacking, and how to match it with the attributes of your brand. Amp up your “emotional IQ” on your b-to-b audiences. Leave with a better understanding of how you can make stronger and more meaningful connections with your business audiences.
    Presented By:
    11:45 AM – 12:30 PM
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    THE BUMBLE HIVE: INSIDE THE YEAR’S HOTTEST COLLABORATIVE CO-WORKING POP-UP

    In the gig economy, hip co-working and collaborative spaces are a natural draw. Social networking app Bumble capitalized on the trend with a three-month pop-up activation on Melrose Place, called Bumble Hive LA, where Bumble app users could come to work, mingle, snap head shots and take in panels and talks with experts ranging from Gwyneth Paltrow to Rachel Zoe. In this session, we’ll take you on a tour of the pop-up for a deeper perspective on how the concept of a buzzing bee hive was brought to life using a modern, hexagonal theme and what environmental design strategies were used to create a vibrant space that lived and breathed the brand.
    Presented By:
    2:15 PM – 3:00 PM
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    GURU CHAT: AUTODESK + 20x200 FOUNDER JEN BEKMAN

    In this “I/O” (Inside the industry/Outside the industry) chat, Autodesk marketer Kim Whinna Cottrell sits down with 20x200 Founder Jen Bekman to discuss the growing intersection between the art world and the event world. They’ll explore how—and why—gallery-style events are on the rise, and why artists and brands are striking more creative and collaborative partnerships than ever before. Listen in for a candid insider’s perspective on what’s new in the art world and how it will inform live experiences in the years to come.
    Presented By:
    3:45 PM – 4:30 PM
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    TREND OF THE YEAR: IMMERSIVE THEATER BRAND ACTIVATIONS

    Theater tricks have always been the signature of great events, but immersing attendees into a story or a scene—complete with actors, sets and elaborate narratives—takes a different strategic approach. Go inside one of the biggest trends of the year with the creative minds that produced them to understand what’s driving the trend and why consumers are craving engagements that scare them, titillate them and ask them to play more than a passive role. See examples of some of the year’s best immersive activations and get expert tips on who to hire (this Is key), how to tease out a storyline appropriate for your brand and how to make a cautious guest feel welcome in an engagement that requires full participation. And… action!
    Presented By:

    Thursday | May 16

    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
    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
    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
    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.
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