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Tuesday | May 14
WORKSHOP: CONTENT CREATION BASICS FOR EVENT MARKETERS
INDUSTRY ON FYRE – HOW CONTENT IS FUELING EXPERIENTIAL MARKETING
A content focused workshop on the intertwined world of events, social, digital, production and the power that permeates it all.
2:30 – IF YOU’RE NOT CREATING CONTENT YOU DON’T EXIST
In the last five years, changes in the way people create, consume and share content has changed the Experiential rulebook. Motive CEO Matt Statman and Motive Made Studios ECD, Greg Hadden present.
2:45 – FIELD REPORTS
A curated field of industry leaders take you step-by-step through some of the most interesting and innovative event-for-content initiatives in the industry. Spinifex CEO, Ben Casey, walks us through one of the most lauded content projects of 2018: Elton John’s “Farewell Yellow Brick Road” Global Launch. Motive GCD, Spencer Trierwiler describes running Mt Dew’s All Star activation – a real time, content generating machine starring Kevin Hart and a cadre of NBA stars. The session is topped off with a surprise guest.
3:20 – FYRE SIDE CHAT WITH SPECIAL GUEST ANDY KING – HOW CONTENT FANNED THE FYRE FESTIVAL PHENOMENON
Easily the most popular character involved in the now-notorious Fyre Festival, events-industry veteran (and human meme) Andy King provides an insider’s view on how content fanned the flames to create one of the most talked about events in a generation.
4:00 – PRIVATE ISLANDS & SAD CHEESE SANDWICHES – EXPERIENTIAL STORYTELLING IN A CONTENT WORLD
We no longer tell stories about an event – we create experiences that tell stories. Greg Hadden proposes why storytelling for events is both a strategic and improvisational art with unique risks and rewards.
4:10 – THE LONG VIEW – EXPERT PANEL
A mix of today’s marketing experts debate how content will continue to affect experiential marketing.
- Brian Martin, SVP, Marketing and Communications, Project
- Hillary Miller, VP Group Account Director, Motive
- Jorge Narvaez, ECD, George P. Johnson
- Matt Statman, Founder and CEO, Motive
- Andy King, FYRE Festival
- Todd Kaplan, Vice President of Marketing, PepsiCo
- Ben Casey, CEO, Spinifex Group
- Mike Cole, VP of Experiential, Motive
- Greg Hadden, ECD, Motive Made Studios
- Brooke Bartlet, VP Digital & Social, Motive
Wednesday | May 15
B-TO-B EVENT CONTENT: HOW SAP IS USING CONTENT AND EVENTS TO DRIVE EACH OTHER
THE ‘CONSUMERIZATION’ OF B-TO-B EVENTS: EXCLUSIVE RESEARCH
‘FROM SCRATCH’: HOW TO BUILD A MOBILE TOUR
EVENT SAFETY AND SECURITY: WHAT YOU NEED TO KNOW NOW
TRANSFORMING YOUR MOBILE TOUR INTO A SELLING MACHINE WITH ADULT SWIM
Thursday | May 16
CANNABIS EVENT PRIMER: EVERYTHING YOU NEED TO KNOW
- Jim Baudino, VP Corporate Development, Merry Jane Media