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Tuesday | May 14

1:30 PM – 4:30 PM
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WORKSHOP: EXPERIENTIAL MARKETING 101

Room: OCTAVIUS 7-11
Back by popular demand after a national tour spanning four cities attended by more than 1,000 marketers—and updated with 100% new case studies—our “intro” class on experiential marketing is designed for up-and-coming event marketers, or those who might be seasoned in other areas of marketing but new to this industry. In this rapid-fire afternoon master class presented by EM editors, attendees will get:

  • Perspective: Inside the rise of experiential marketing and its role in the 2019 marketing mix
  • Insights: How top brands and agencies are evolving their event and experiential campaigns
  • Ideas: Exclusive overviews of experiential strategies, event research and industry trends
  • Best Practices: What successful experiential brands and event marketers have in common
  • Check lists: The 16 core types of campaigns, the top KPIs you should be measuring, and more
  • Trends: The top trends and keywords impacting the industry in 2019
  • Examples: Steal-worthy ideas from the most expansive case study library on the planet
  • Peer-to-Peer Advice: Real-time tips and questions answered by a panel of brand-side marketers
  • Practice: A fun, collaborative workshop exercise designed to reinforce what you’ve learned
  • Presented By:

    Wednesday | May 15

    9:45 AM – 10:30 AM
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    BUILDING FANDOM WITH THE GEN Z AUDIENCE

    Room: OCTAVIUS 14-16
    Move over Millennials. Gen Z has become the largest single population segment nearing 87 million people and accounting for 26 percent of all people in the U.S., yet many marketers are still struggling to understand this generation. In a world with ever-increasing programming, TV options and other distractions fighting for the eyeballs of Gen Z, Xfinity is connecting young consumers with the content, experiences and events they’re passionate about and building brand love with peer-to-peer initiatives and Gen Z generated social content that drives more than just numbers. In this session, we’ll dive into Gen Z outlining who they are, what they want—and why you should care. We’ll identify best-practices for brands, the “what works” and “the how” of engaging and building fandom with the Gen Z audience.
    Presented By:
    10:45 AM – 11:30 AM
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    THE DELL GUIDE TO UPGRADING GENERAL SESSIONS AT B-TO-B EVENTS

    Room: OCTAVIUS 14-16
    General sessions are the staple of most successful conferences, but they are increasingly high-stakes games when it comes to getting—and keeping—the attention of today’s attention-span-challenged attendees. That’s why Dell Technologies approaches every general session with an eye towards reinvention. In this session, you’ll learn what storytelling strategies, content tools and A/V technologies the brand is deploying to enhance its Dell Technologies World keynote experience for more than 13,500 attendees. Learn how to strike the right balance between content, narrative and cutting-edge tech tricks to create a compelling general session that resonates with attendees. Walk away with fresh ideas you can apply to your next general session and a sneak preview of the A/V tools you’ll want at your next show.
    Presented By:
    • Dan Preiss, Senior Director, Experiential Marketing, Dell Technologies
    • Kate Crotty, Director of Production, InVision Communications
    11:45 AM – 12:30 PM
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    THE AR + VR FACTOR: HOW TO EFFECTIVELY CREATE IMMERSIVE AND IMPACTFUL EXPERIENCES

    Room: OCTAVIUS 14-16
    The combined market size for augmented reality (AR) and virtual reality (VR) is expected to grow exponentially from about $80 billion in 2020 to $569 billion in 2025, making the AR and VR factor a true reality when it comes to experiential marketing. Get a first-hand experience on how leading brands are leveraging AR and VR to optimize customer interactions that cultivate meaningful data to increase lead generation and drive revenue. Hear experts discuss AR and VR applications being used across a variety of verticals including sports, business, healthcare, gaming, and entertainment.
    Presented By:
    • Raj Puran, Director of Client VR Business Development & Strategic Partnerships, Intel
    • Ashley Crowder, Co-Founder and CEO, VNTANA
    2:15 PM – 3:00 PM
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    THE PEPSI MAX CHALLENGE: HOW TO REBOOT A LEGENDARY CAMPAIGN

    Room: OCTAVIUS 14-16
    One of the most iconic sampling programs of the past fifty years recently got a high-tech reboot in Europe where cutting-edge sensor technology played a central part in the success of the mobile campaign. See how the live engagement employed leading-edge technology to measure KPIs within the activation, and learn how tour staff continually tweaked the activation based on what the real-time results were telling them. Walk away with a better understanding of how event technologies can give you actionable insights you can use in real time. Plus, strategic tips and insights on bringing an iconic program back to life for modern audiences.
    Presented By:
    3:45 PM – 4:30 PM
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    BRINGING YOUR BRAND PROMISE TO LIFE THROUGH EVENTS WITH L.L. BEAN

    Room: OCTAVIUS 14-16
    When research revealed that 95% of people’s time is spent inside, and nearly 50% of it is at the office, L.L. Bean jumped into action with an event strategy that delivered on its unique brand promise. Listen in as the team behind the brand’s “Be an Outsider” campaign breaks down the strategic thinking that ultimately resulted in the first-ever outdoor co-working space. Discover how to best unearth and unleash your brand’s most unique assets. Learn how to be disruptive without losing sight of your brand’s value proposition. Walk away with the insights you need to find new white spaces where your brand can play and make an impact.
    Presented By:
    4:45 PM – 5:30 PM
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    NEXT-GEN INTERACTIVES: THE BEST TECH TO BET ON

    Room: OCTAVIUS 14-16
    From virtual fitting rooms to human remote controls to interactive workouts to AR shopping experiences, get the latest scoop on the technologies and interactive activations that are shaping the industry and moving it forward. Step inside case studies with Anheuser-Busch to see what immersive tech the brand is leveraging to make connections with consumers. Get a sneak preview of the up-and-coming tech tools that will enable smarter and more effective engagements at events. Walk away with a better sense of what cutting-edge interactive technologies to invest in now, and what to keep your eye on in the future.
    Presented By:

    Thursday | May 16

    10:15 AM – 11:00 AM
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    ‘007 ELEMENTS’ CASE STUDY: CREATING CINEMATIC BRAND EXPERIENCES

    Room: OCTAVIUS 14-16
    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:
    2:00 PM – 2:45 PM
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    HEALTH AND WELLNESS ACTIVATIONS: JAYBIRD’S ‘MINDFUL’ NYC MARATHON ACTIVATION

    Room: OCTAVIUS 14-16
    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:
    3:00 PM – 3:45 PM
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    HOW ULTA BEAUTY DESIGNS A PURPOSE-BASED ATTENDEE ENGAGEMENT STRATEGY

    Room: OCTAVIUS 14-16
    To ensure your events are tied to your critical business objectives, this interactive whiteboard session provides the insights and tools necessary to find the core purpose, or organizing principle, that will power every aspect of your event’s decision-making process. See how, each year, Ulta Beauty defines who to involve in the design process, what business objectives to target, how to measure against them and where the organizing principle plugs into their attendee journey. Join this “purposeful” session and walk away with an actionable design-thinking game plan for your next event.
    Presented By: