Conference Tracks
Mobile Creative & Cross-Screen Experience
Join us in Studio B, 3rd Floor
Hosted By
Innovation & Internet of Things Experience
Join us in Studio D, 1st Floor
Hosted By
Keynote Addresses
Join us in Studio C
Hosted By
LATAM & Hispanic Track
Join us in Studio C
Tuesday, September 30, 2014
Registration
Networking Breakfast
Welcome Remarks
Welcome Remarks
Welcome Remarks
Starwood Resorts Leverages Mobile to Enhance Guests' Stays
The New "Mobile" - How the Internet of Things is Changing Everything.
Mobile Launches New Record Out of This World
Toyota Motor Sales U.S.A. Drives Brand Consideration with Mobile
In this moderated discussion, Toyota Motor Sales, U.S.A. will showcase some of their favorite creative mobile advertising tactics, which include leveraging emerging technologies in voice, location, as well as other new technologies to build unique brand experiences for their consumers. The conversation will also touch upon the unique challenges that automotive advertisers face, how mobile solves for these challenges, and how success is being measured in an ever-changing and evolving mobile landscape.
Unilever Brazil Offer Cooks A Real-Time Mobile Experience Via WhatsApp
Hellmann’s wanted to inspire new uses of mayonnaise as a cooking ingredient. To remedy this they offered a solution that was already in most Brazilians smartphones – WhatsApp and created a campaign called WhatsCook, the first live recipe service. All consumers had to do was give their number on the Hellmann’s website and real chefs would get in touch with them via the app. By snapping a picture of their refrigerator, the chefs were able to recommend new recipes using Hellmann’s. Hear how WhatsCook charmed over 4 million people, the results of this innovative campaign, and how it gained national and international attention.
Giraffas’s Goal Screen Bridges The Virtual And Real World
In the year of the World Cup, Giraffas, one of Brazil's largest fast food chains, wanted to stand out and increase their sales. Inspired by the World Cup Giraffas drove in-store traffic with the launch of the “Goal Screen”: app. This app delivered a unique experience on customers’ smartphones making meals much more fun and was the first game to be played inside and outside the screen at the same time. The Goal Screen reached 42,000 downloads in less than two months and won a Cannes Lion Silver in the mobile category.
Networking with Exhibitors
Welcome from the Mobile Marketing Association
Millennial Media Opening Remarks
Keynote: Is Mobile the First and Ultimate Storytelling Screen?
Keynote: Mobile Marketing in a Connected World
Innovation Interstitials presented by Wayin
Breakout Sessions
Breakout #1: How The USTA Volleys Fan Engagement with Beacon-Driven Mobile Moments
In Partnership With:
Breakout #2: The mobile innovation cycle: What's real, what's next, and what's begging for disruption
The pace of change and opportunities for marketers in mobile are continually growing. This panel discussion will delve into location, attribution, beacons and other mobile technologies that are changing the way brands engage with consumers.
In Partnership With:
Breakout #3: How to Get the Most Out of Twitter’s New Mobile App Install Products
In Partnership With:
Networking Lunch
In Partnership With:
Catering to your Customers' Mobile Moments
Customers don't just use smartphones; they're experiencing a mobile mind shift. They now expect whatever they want to be available, in context, whenever they need it. These moments of need are what Forrester calls "mobile moments". Marketers who serve customers during their mobile moments will create engagement and brand differentiation. This session will explore how marketers should use mobile for long-term success and build mobile programs that increase the frequency and quality of the total customer experience.
Open Room - All Attendees Welcome
Attendees are welcome to explore and play in the experience room and network with the exhibitors.
Reaching the Latino Digital Native
Millennials (and younger generations) are more comfortable opening an app on an iPhone than flipping through pages of a magazine. These are the new “digital natives”—consumers for whom a device is an extension of the self. Among these digital natives, Latinos are in the vanguard: Hispanics are younger, raised in “mobile first” households, and are culturally more likely to leverage social media, rich video, and gaming. During this presentation, attendees will get close and personal with the Latino (a) digital native, specifically examining what makes him/her a digital leader and so attractive for anyone playing in the mobile space.
In Partnership With:
Open Room - All Attendees Welcome
Mobile: The Modern Day Gold Rush
Iconic brands survive by being timeless and reinventing themselves as consumers and society evolves; Hasbro brands, such as Monopoly and Scrabble, has demonstrated its ability to stand the test of time and digital advances by providing consumers not only new platforms to play on but also giving fans the ability to change the game. In this session, Hasbro will share insights on how they’ve responded to consumer needs based on behavior rather than trends, and how mobile is blurring the lines of social, commerce, media and life in general.
Hispanic mobile marketing: Is Not One-Size-Fits-All
This session will bring together panelists from various disciplines and industries to share their thoughts on Hispanic mobile advertising. The frank discussion will center on techniques employed to recognize and reach Hispanic mobile audiences, as well as the biggest challenges and opportunities for brands wanting to reach out to Hispanic audiences using mobile.
In Partnership With:
Networking Break with Exhibitors
Keynote: How Mobile Enhances the World
If mobile is the second or third screen, which is questionable, then the first screen isn't TV, but life as we know it. The most exciting mobile executions today are used to augment, alter and enhance the world around us. This session will share examples of how marketers can use mobile to entertain and inspire audiences, as well as create hacks for their everyday problems.
Keynote: How Snapchat Changed the Way People Communicate
Launched just three years ago, Snapchat has effectively changed the way people communicate on mobile phones by making it more visual, ephemeral and more fun. The Snapchat community is now sending over 700M Snaps and viewing over 1B Stories per day. In this fireside chat, Emily White, chief operations officer at Snapchat, will talk about some of the mobile communications trends that are resulting in a time where people are living and communicating at the same time.
Keynote: Inside the C-Suite: Mobile as a Growth & Engagement Tool
The host of Bloomberg's primetime show the C-suite with Jeffrey Hayzlett takes you inside the minds of C-Level executives who are using mobile as a growth and engagement tool in their marketing arsenal. Join us to hear Hayzlett ask questions and get the answers that you always wanted to know on the good, the bad, and the ugly.
Wednesday, October 1, 2014
Registration
Networking Breakfast
In Partnership With:
Kimberly-Clark Uses Creative and Gaming Principles to Make an Engaging Digital Experience For Toddlers
Today’s parent is hyper-connected and constantly on the go, using digital and mobile platforms to teach her children. Time to Potty, a new app from Kimberly Clark’s Pull-Ups®, capitalizes on that insight. The app provides a simple, intuitive interface that utilizes entertaining visuals and sounds, and leverages kids’ desire to be rewarded for every accomplishment. There’s even a retail component, with weekly emails that chart the child’s progress and serve up personalized tips, coupons and online savings. In this session, attendees will learn the key insights around how user engagement and personalization played a pivotal role in the success of this mobile experience.
Room Open - All Attendees Welcome
Attendees are welcome to explore and play in the experience room and network with the exhibitors.
Room Open - All Attendees Welcome
Mobile As A Catalyst To Change All Of Marketing
Networking with Exhibitors
Keynote: Trulia Drives Growth by Combining New and Old Marketing Techniques
Keynote: Rethinking Auto Marketing: How Mercedes-Benz used community inspired Instagram ads to fuel their GLA launch
Mercedes-Benz is no stranger to Instagram and Facebook, finding success crafting story lines influenced by the insights discovered within their community's social content. So when it came to launching the all-new GLA, Mercedes-Benz took a step back to rethink how they’d connect with their audience. The answer— neatly organized trunk mats. During this keynote session, attendees will hear about the creative strategy behind the brand's first Instagram advertising campaign and how the brand capitalized on the #ThingsOrganizedNeatly theme to bring the GLA and #GLAPacked to the forefront of consideration amongst 25-35 year olds on Instagram.
Networking Lunch
Breakout Sessions
Breakout #1: Doctors and Intruders: MailOnline and BBC America’s native solution
“Tyrannosaurus rex” and a “penchant for bow ties” – what do these two ideas have in common? Both are representative of how BBC America promoted their recent premiers of The Intruders and Doctor Who. In this lively conversation, BBC America will discuss how they created a unique campaign that brought the shows to life for MailOnline’s 60 million readers. As marketers invest more dollars in native advertising, hear how to optimize your mobile campaign to reach new audiences.
In Partnership With:
Breakout #2: It’s Time to Break Up with CTR
While mobile advertising has come a long way, it’s still relatively new territory for many brands. Tried and true traditional media strategies and measurement techniques are being re-purposed in mobile with minimal success. Savvy agencies have attempted to educate brand clients about the need for mobile first strategies and measurement, but in many cases the CTR still prevails - until now.
In this session, attendees will hear the results of xAd’s most recent mobile benchmarking study, which analyzes more than 70 mobile campaigns for 12 leading brands, and explores the most effective mobile ad measurement techniques in four key verticals.
In Partnership With:
Breakout #3: Conquering the Complexity of Video for a Mobile-First World
Brand marketers and media companies have long recognized the power of video. Today, the explosion of mobile devices and proliferation of platforms has fundamentally changed consumer behavior. This session will take a look at the complexities and challenges faced by brand marketers and media companies trying to meet the ever-growing demand for high-quality, high performance video on every screen.
In Partnership With:
Breakout #4: State of Mobile in China
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Breakout #5: TV + Mobile - You can measure that?
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Breakout #6: Maximizing Marketing ROI in a Multi-Screen World
The number of connected consumer devices is exploding. Just as marketers adapted their strategies to embrace digital techniques to reach consumers online, they now must come up to speed quickly to catch up with consumers as they spend more time on their devices. While mobile holds the promise of “always on” reach and personalized communications, marketers have faced obstacles in getting this right. Join a panel of experts to learn what technologies and data solutions can be applied to help marketers be more effective in a multi-screen world.
In Partnership With:
Networking Break with Exhibitors
In Partnership With:
Energizer Creates an Engaging, Multifaceted Mobile Brand Experience
Energizer’s Skintimate Inspiration Nation is a multifaceted social effort that lives on one platform but consists of various engaging elements meant to inspire and target millennial women. Attendees will learn how mobile was used as a campaign unifier for a fully immersive experience that included original and engaging content that created brand affinity towards Skintimate. In additional mobile creative insights will be shared that optimizes user experience considerations based on cross platform views. All of this lead to low bounce rates, high volume of mobile visits and an increased amount of quality submissions for Skintimate promotions.
BNY Mellon’s Sumday: Harnessing Everyday Behaviors to Disrupt Investing
NEW TIME! Mobile Launches New Record Out of This World
Former Chili Pepper John Frusciante launched his latest LP, Enclosure, into space and announced in his official website and Facebook FanPage that fans could track it in real time as it orbited the Earth via a mobile app. When the satellite hovered over their location, the app would unlock the album and fans could listen to the album for free one week before its official launch in stores. Attendees will hear the results of this campaign and how fans engaged with the album and helped promote the album in a unique and other-wordly experience that only mobile could have facilitated.
Lincoln Motor Company Harnesses Mobile to Attract New Buyers While Retaining Loyal Owners
Like other time-honored luxury brands trying to capture new buyers, Lincoln has a marketing communication challenge. Their digital properties and associated messaging must address 2 audiences. Lincoln must respect and retain their mature loyal customers while also trying to capture a new, younger audience, both equally important to its survival. Hear how Lincoln is using mobile and other innovative digital engagement tools to resonate with their diverse segments.
Keynote: The Power of Cross-Screen Advertising
Consumers digital lives are fluid and our ad campaigns should be too. See how Microsoft and Havas, with their client Emirates airline, are offering new ways to reach consumers through intuitive multi-screen experiences. See real examples of how customers get more personalized communication with each choice they make across sequential digital campaigns across screens. This session will share their perpectives on the possibilities with multi-screen, what it takes to pull it off, and thoughts on how the industry should continue to innovate with this new angle to personalized advertising.
Keynote: Insights from The Smarties Jury Room
The Smarties are judged equally on creativity, strategy, execution and results. Have you ever wondered what goes on during judging? This year a panel of Smarties judges will provide a unique understanding of how the Jury came to their final decisions on the winning mobile campaigns. Find out which entries stood out and why. What key themes came out of the judging sessions and what are the trends that will affect and influence the direction of our industry? Attendees will have a unique opportunity to discover how they might be able to take home a Smarties next year.
SM2 & Smarties Reception
In Partnership With:
Smarties Gala
In an evening filled with entertainment and the industry’s brightest, a veritable who’s who from the mobile marketing world, the Smarties Awards Gala will honor and celebrate agencies and brands pushing the boundaries on mobile. Actor and writer Jason Jones famed correspondent on Comedy Central’s Emmy- and Peabody Award-winning program “The Daily Show with Jon Stewart" will host the festivities for the evening. Attendees will also be treated to a special performance by the talented Delvin R. Choice, a top 8 Finalist on Season 6 of NBC's 'The Voice,” during intermission and at the end of the awards presentation.
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