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Wednesday | May 15

9:45 AM – 10:30 AM
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ADIDAS’ NEXT-GEN ACTION SPORTS EXPERIENCES

Room: OCTAVIUS 7-11
As the kids of the ‘80s and ‘90s age up, brands need to work harder to keep action sports relevant to younger consumers. Go inside the Adidas playbook to see how the brand is leveraging its long heritage in skateboarding to create new contexts and connections with future action sports fans. From recreating Southern California’s iconic Venice Pavilion, to fresh partnerships with hip-hop artists, to brand new proprietary event platforms, learn how Adidas is using live events to energize the maturing action sports space.
Presented By:
10:45 AM – 11:30 AM
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AMERICAN EXPRESS’ ‘HUMAN-CENTRIC’ BUSINESS ACTIVATIONS

Room: OCTAVIUS 7-11
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

Room: OCTAVIUS 7-11
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.
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3:45 PM – 4:30 PM
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NBC TREND OF THE YEAR: IMMERSIVE THEATER BRAND ACTIVATIONS

Room: OCTAVIUS 7-11
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!
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Thursday | May 16

10:15 AM – 11:00 AM
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GURU CHAT: ORACLE + EXECUTIVE CHEF AMARYLL SCHWERTNER

Room: OCTAVIUS 7-11
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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BEST PRACTICES IN SOCCER SPONSORSHIPS AND ACTIVATIONS

Room: OCTAVIUS 7-11
Get ready for what promises to be the “summer of soccer” in 2019. With Major League Soccer heating up, CONCACAF Gold Cup on the horizon and the US Women’s National team primed for another World Cup run, there’s no better time to get involved and learn how to engage the sport’s billions of fans globally. Hear from soccer marketing experts as they discuss the do’s and don’ts of engaging in and around the sport, and its ardent supporters. With the World Cup returning to North America in 2026 hosted by the U.S., Mexico and Canada, now is a great time for brands and marketers to learn how to authentically activate campaigns around soccer—the world’s most popular sport.
Presented By:
  • Brian Quarles, Chief Creative Officer, rEvolution
  • Brian Beierwaltes, Senior Manager Marketing - Brand Development, Continental Tire
  • Adrienne Barber, Vice President, Partnership Marketing, Major League Soccer & Soccer United Marketing
2:00 PM – 2:45 PM
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RETHINK YOUR COLLABORATIVE PROCESS: WORK THAT MATTERS

Room: OCTAVIUS 7-11
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

Room: OCTAVIUS 7-11
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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