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Tuesday | May 14

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

Room: OCTAVIUS 14-16

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.


WORKSHOP SCHEDULE

 

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.

Presented By:

Wednesday | May 15

9:45 AM – 10:30 AM
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B-TO-B EVENT CONTENT: HOW SAP IS USING CONTENT AND EVENTS TO DRIVE EACH OTHER

Room: JULIUS 6-8
Things are about to get interesting as the worlds of content marketing and event marketing collide and start generating more powerful, targeted and effective integrated marketing campaigns. Step inside SAP’s marketing organization to see how—and why—a world-class brand is ramping up its content and event collaboration. Take a look at an organizational case study on what happens when you break down silos and reengineer your event strategies with content top of mind. Learn how to leverage live events as content generation platforms for the entire marketing mix, and how to create inspired environments that compel attendees to create and share content.
Presented By:
10:45 AM – 11:30 AM
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THE ‘CONSUMERIZATION’ OF B-TO-B EVENTS: EXCLUSIVE RESEARCH

Room: JULIUS 6-8
SXSW. Burning Man. Coachella. The world of consumer events is impacting b-to-b events like nothing has in decades—as marketers of business-to-business events recast and reimagine their meetings and conferences as more b-to-c experiences. Get ready: Be the first in the industry to see the results from a historic new survey focused on the emerging “consumerization” of b-to-b events. Hear how marketers are redesigning their b-to-b events as more b-to-c experiences to connect with a new breed of b-to-b event attendees. Get access to data from brand marketers on which elements of their b-to-b events are getting recast as more consumer-esque experiences and see results from a separate survey of b-to-b attendees asking how they themselves would define a killer b-to-b event. Bonus: Only attendees at this session will receive the report's "stat pack" of charts and graphs.
Presented By:
11:45 AM – 12:30 PM
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‘FROM SCRATCH’: HOW TO BUILD A MOBILE TOUR

Room: JULIUS 6-8
In this “from scratch” session, industry experts will take you inside L.L.Bean’s Mobile Pop-Up Shop to show you how to build a mobile tour from the ground up. Get a behind-the-scenes look at the mobile program that generated more than $1 million in sales and sold 2,000 pairs of Bean Boots (you know the ones). Learn how to craft the right strategy and objectives and how to align the production of your mobile experiences with your marketing goals. From budgeting to inclement weather protocols to managing the on-site experience with local staff and brand ambassadors, we break it alllll down into manageable steps you can apply to your own tour.
Presented By:
2:15 PM – 3:00 PM
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EVENT SAFETY AND SECURITY: WHAT YOU NEED TO KNOW NOW

Room: JULIUS 6-8
From weather events to terror events, today’s event marketers are more responsible than ever for their attendees’ health and safety. In this must-attend session, experts will unpack a checklist of action items you can use to make sure your programs are airtight. From proper documentation to venue selection to building a chain of command to screening strategies to hiring the right people, we’ll analyze every moment of the event timeline for its potential risk—and what to do about it. Walk away empowered to create the safety plan you need, plus the contingency insights required to handle the unexpected.
Presented By:
3:45 PM – 4:30 PM
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TRANSFORMING YOUR MOBILE TOUR INTO A SELLING MACHINE WITH ADULT SWIM

Room: JULIUS 6-8
“Rick and Morty” fans are a dedicated bunch, but you don’t have to love the show to appreciate the genius of the Adult Swim show’s nationwide Don’t Even Trip Road Trip featuring the notorious Rickmobile. Step inside this award-winning mobile pop-up shop for a glimpse at how an entertainment franchise used a truck customized to look like the show’s drooling title character to engage thousands of fans—and ultimately sell more than 100,000 pieces of branded merchandise. Learn how to create experiences that are “aggressively authentic” to the brand, how to attract and cultivate fan bases across the country and how to transform a mobile tour into a sales-generating operation. And if you missed it, don’t worry—the Rickmobile will be back on the road in 2019!
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Thursday | May 16

10:15 AM – 11:00 AM
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CANNABIS EVENT PRIMER: EVERYTHING YOU NEED TO KNOW

Room: JULIUS 6-8
With recreational cannabis legalized in 10 states and counting, the estimated $31 billion marijuana market is starting to look like the gold rush days of the post-Prohibition era. Listen in as the leading lifestyle brand in the cannabis space gets you up to speed on the unique activations, the surprising demographics and the burgeoning partnership opportunities available to endemic and mainstream brands alike. Take a tour of top cannabis event programs, get a sneak peek at how brands will be dipping their toes into these uncharted waters and walk away with a firm handle on the regulations, risks and potential rewards.
Presented By:
  • Jim Baudino, VP Corporate Development, Merry Jane Media
11:45 AM – 12:30 PM
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HOW TO STAND OUT AT POP CULTURE CONVENTIONS AND EVENTS

Room: JULIUS 6-8
Gamers, movie lovers and comic-book fans are tough but important audiences. In this session we’ll take a closer look at the world of pop culture conventions and events to understand how brands can carve out mind space and brand equity in an incredibly crowded environment. Hear from endemic and non-endemic brands what strategies have worked for them, and what advice they have for anyone just cracking into the scene. Learn what tactics draw and keep crowds and what innovative ideas are changing the landscape at the world’s biggest fan conventions and events.
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