10:50AM-11:10AM
How to Tell Stories in a Multi and Omni Channel World with IBM Watson
In this session, IBM Watson’s Jon Chang will help you combine your social media strategy with email, search, and even offline marketing campaigns.

• Speaker: Jon Chang, Global Product Marketer, IBM Watson

11:35AM-12:15PM
Pathways to Success
Hear from the below brands and agencies who will share a series of case studies that unpack both successes and failures in campaign execution.

• FOX Sports: Getting Americans to Watch the World’s Favorite Game: How FOX Sports Scored with the World Cup with Lauren Ford, Senior Director, Digital Marketing, FOX Sports
  After winning the rights to become the exclusive broadcasters for The World Cup, FOX Sports had a huge responsibility to drive viewership while overcoming a number of challenges. FOX Sports and their agency partners used paid social to drive viewership with a combination of tactics including around the clock highlight clips, a Twitter subscription program, and a dual lens AR technology. Hear about what was deemed a success as they tested new paid social strategies and beyond.
• Grey & McCormick: Using Social Content to Steal the Super Bowl with Kenny Gold, Director, Social Media, Grey and Alia Kemet, Director, Creative & Digital Strategy, McCormick & Company
  In what qualified as the biggest marketing interception at the center of pop cultural social media conversations and attention: Frank’s RedHot was the most talked about brand on Twitter during the Super Bowl – WITHOUT a TV spot. The brand ran a contest during the game asking participants to “Put that emoji on everything,” (the cayenne pepper emoji, for Frank’s) during ads for a chance to win prizes. The response and coverage sizzled. Here, we hold a candid conversation on how powerful insights plus micro brand partnerships brought the heat.
• Wavemaker & IKEA & Pinterest: Embracing Personalization: IKEA Delivers Tailored Catalogs through Pinterest with Kimberly Lum, Group Director, Wavemaker US, Noah Mallin, Head of Content & Experiences, Wavemaker, and Kerri Longarzo, Media Project Manager, IKEA U.S
  In partnership with Pinterest, IKEA utilized their API for a new catalog experience. The final output is an ‘IKEA Inspire My Home’ Pinterest board filled with roomscapes, ideas and products from the IKEA catalog tailored to their individual style – in other words, a custom digital catalog that is specially curated for the pinner.