EMS 2016 HAD MORE THAN 80 SESSIONS, WORKSHOPS, CLINICS, KEYNOTES AND ACTIVITIES.

Wednesday | May 4

2:30 PM – 4:30 PM

WORKSHOP: ANATOMY OF A BRAND EXPERIENCE

Go inside the very fabric of the world’s best performing experiential marketing strategies in a workshop designed to arm you with hot trends and exclusive insights. Learn the common traits shared by the best experiential marketers. Get access to the latest upgrades being made across event portfolios. See the 11 Pillars of Brand Experiences. Get access to specific event blueprints being used by top brands around the world. And see the top emerging trends come to life in front of you via dozens of exclusive case studies. Copresented by Event Marketer founders Dan Hanover and Kerry “Special K” Smith. (Admission requires Wednesday, Wednesday/Thursday or Three-Day All Access Registration.)
Presented By:
2:30 PM – 4:30 PM

WORKSHOP: EXPERIENTIAL MARKETING 101

Back by popular demand, our “intro” class on experiential marketing. For up-and-coming event marketers, or those who might be seasoned in other areas but brand new to this industry, we offer a rapid-fire master class on “the basics.” We’ll deliver an overview focused on what you need to know to thrive and survive. Topics to be covered include an overview of experiential marketing, top trends, rundowns of the 12 types of experiential programs, plus case studies. We’ll also touch on measurement, logistics and planning/budgeting. You’ll get a real feeling for what experiential is, why it’s growing and what’s next. (Admission requires Wednesday, Wednesday/Thursday or Three-Day All Access Registration.)
Presented By:
  • Deb Murray Lemon, President/Partner, On Board Experiential Marketing
  • Mark Mullen, Vice President, Strategy + Planning, George P. Johnson
2:30 PM – 4:30 PM

WORKSHOP: VR UNIVERSITY

Virtual… has become reality. This rapid-fire workshop will provide you with the best practices, data and information you need to wrap your arms around the virtual reality craze—and begin to more successfully integrate VR into your live experiences. Get a background on the technology, a look at where it’s going and top tips for leveraging VR. Learn what equipment is needed, how to budget for VR and what the development timeline looks like. Hear how to create great VR experiences, the best ways to use them at events and see examples of VR in action. You’ll walk away ready to make virtual a reality inside your own live experiences. (Admission requires Wednesday, Wednesday/Thursday or Three-Day All Access Registration.)
Presented By:
4:30 PM – 6:30 PM

Opening Reception

It’s the first night of the Summit—a time for mingling, networking and a whole new flavor tripping experience. The EMS Happy Hour is your chance to reconnect with colleagues and meet new industry peers, all while transforming your taste buds with a one-of-a-kind tasting event being brought to you by Marketing Werks. So put on your party shoes and get ready to experience #TrippingAtEMS.
7:00 PM – 11:00 PM

EX AWARDS GALA AND AFTER PARTY

What started as the Oscars of event marketing has turned into the industry’s Golden Globes–500 of the world’s best marketers get rowdy as they celebrate the best campaigns of the year. Includes dinner, awards program, and after-party.

Thursday | May 5

6:30 AM – 7:25 AM

OPTIONAL MORNING YOGA

EMS isn’t just about the mind—it’s a total experience for the soul, dear marketer. For the first time, we’re offering some early morning networking each day. Stretch and tone your muscles the yogic way. Kick off each day with 55-minutes of Yoga. Top area Yoga instructors will be onsite at the Summit to give you a challenging and rewarding Yoga class on Thursday and Friday morning at 6:30 a.m. in the Convention Center by room 304 off the main lobby.. Each class lasts 55 minutes. (Requires advanced registration and $25 fee.)
7:45 AM – 8:30 AM

Breakfast

8:30 AM – 9:30 AM

Pepsi Keynote

Presented By:
9:30 AM – 10:15 AM

Coffee Break

Grab a refreshment, chat up fellow attendees and meet with the industry’s best partners.
10:15 AM – 11:45 AM

MASTER CLASS: LESSONS FROM THE MENTALIST: HOW TO READ BODY LANGUAGE TO KNOW WHAT PEOPLE ARE THINKING BUT NOT SAYING

Reading body language is merely second nature to us—it was actually our first language. When someone walks into a room, we instantly get an impression of them based on how they carry themselves. Join international mentalist and author Tim David for a Master Class on understanding body language. You’ll learn how to better read your customers and event marketing teammates. You’ll uncover secrets to understanding what someone is thinking and not saying. And you’ll walk away with a new perspective on your own body language. A clinic you’ll use inside and outside the office.
Presented By:
  • Tim David, Author, “Magic Words: The Science and Secrets Behind Seven Words That Motivate, Engage, and Influence”
10:15 AM – 11:00 AM

IMMERSIVE THEATER EXPERIENCES: BACARDI’S ART OF STORYTELLING

In the age of second screens, event marketers are leveraging tactics like live theater to offer the two-for-one thrill of seeing (or being part of) a “show” on top of a product demo. Grab a ticket to Bacardi’s Malts of Legend Scotch event for a taste of how the brand is using elaborate sets, dramatic storytelling and celebrity actors to immerse target attendees in the brand’s story. Get a handle on the required logistics, the strategic value and the moving pieces that need to be managed to execute a live theater event. And learn how to tease out your own brand’s unique flair for the dramatic.
Presented By:
10:15 AM – 11:00 AM

MOTOROLA: WHAT EVENT MARKETERS CAN LEARN FROM THE MAKER MOVEMENT

They may be amateur DIY enthusiasts with a high-tech skillset, but the Maker Movement is influencing the way brands go to market. Learn how Motorola applies the basics of maker-culture inspired thinking and experimentation into its events, and what works and what doesn’t when connecting digital, social and mobile with physical, real-world experiences. Walk away with fresh ideas for incorporating your brand’s products into highly customizable, hands-on engagements that boost dwell time with Millennial and Gen Z consumers—and learn how to transform your events from one-way dialogues on what your products can do into experiences that highlight what they can create.
Presented By:
10:15 AM – 11:00 AM

SAP UNPLUGGED

You are about to enter a No Slide Zone. Come get up close and personal with SAP in this exclusive “unplugged” session. We’ll discuss how the tech giant continues to reinvent its b-to-b event portfolio, the rise of campus events and what the future of the “brand experience” looks like. Get insights into what’s working for one of the industry’s most award-winning event teams, find out what’s next and walk away with a keen perspective on the industry.
Presented By:
10:15 AM – 11:00 AM

STANDING OUT AT THE SUPER BOWL… ON A MODEST BUDGET

You don’t have to have millions of dollars to make an impact at America’s largest sporting event. In this session, we will give you the tools you need to translate a limited budget into an integrated activation that still stands out. From smart calls to action that fuel social media buzz to well-timed athlete appearances to a sleek, inviting and award-winning sustainable space, learn how Dignity Health leveraged a handful of key investments and assets to create maximum reach and impact. Walk away with a primer on how to stretch your dollars, what line items to kill or keep and how to message and differentiate your brand in a crowded and expensive environment.
Presented By:
10:15 AM – 11:00 AM

THE CROSSFIT CRAZE: REEBOK’S TIPS FOR CONNECTING WITH AMATEUR ATHLETES

Get a rare glimpse inside one of the fastest-growing sports platforms on the planet—The CrossFit Games—and find out how brands like long-time partner Reebok are making smart connections to this growing legion of fitness followers. Get an expert forecast on where amateur, alternative sports and fitness marketing is heading, and where the freshest opportunities will lie. See how brands and sponsors are carving out a niche for themselves in this fast-growing space, and walk away with a pocket full of ideas for how you can, too.
Presented By:
10:15 AM – 11:00 AM

TINDER’S GUIDE TO LIVE EVENTS FOR DIGITAL BRANDS

‘Swipe right’ with one of the hottest apps in the world to find out how it’s using live events as a key strategy to bring its digital product to life. Learn how, and why, Tinder built a physical activation to launch a premium version of its signature platform, and what it did to generate massive media coverage and drive consumer preference. Understand the nuances of taking a digital product into the real world, find out what digital savvy (and app-addicted) consumers respond to most in a live setting and walk away with fresh ideas for transforming your brand’s digital presence into a “phygital” one.
Presented By:
11:15 AM – 12:00 PM

BIG BRAND ON CAMPUS: COLLEGE MARKETING WITH UNDER ARMOUR

Under Armour’s experiential marketing tractor beam is being aimed directly at the nation’s colleges and universities like never before. Learn why UA is turning up its dials on collegiate marketing events and sponsorships, hear how the brand is using experiential marketing to accelerate connections with college students—and get a look at how the face-to-face blueprint was designed and executed as an integrated, cross-category, multi-platform, multi-touchpoint strategy. Walk away with keen insights on the college market and ideas for using experiential to connect with students, teachers, coaches, teams—and everyone in between.
Presented By:
11:15 AM – 12:00 PM

DESIGN THINKING FOR EXPERIENTIAL: WHAT IT IS AND HOW TO MASTER IT

Design Thinking, or user-centered design, is one of today’s hottest business trends, and event marketers are quickly discovering why. Sit in on a rapid-fire master class to get up-to-speed on practical Design Thinking concepts. Learn how one of the world’s leading brands, IBM, has put Design Thinking to work in event experiences, and understand how you can apply this innovative approach to design, content and data to create more powerful and meaningful attendee engagements, too. Walk away with an action plan on how to infuse Design Thinking into your events.
Presented By:
  • Kurt Miller, SVP of Strategy and Planning, George P. Johnson
  • Jim Brill, Director, Global Industry Marketing, Financial Services Sector, IBM
11:15 AM – 12:00 PM

EXPERIENTIAL ON A BUDGET: COST-CONSCIOUS TIPS FOR CREATING VIRAL AND SOCIAL LIFT

Sit in with the marketers behind Milk-Bone, Meow Mix and Pup-Peroni to learn how they’re turning conservative budgets into razor sharp viral campaigns that leave no traditional, digital or social media channel untapped. Understand how each brand’s live engagements are built for viral and social impact, and what specific tools and tactics can move the viral needle the most—for the least amount of cash. Get a sneak peek at an experiential partnership with NBC/Universal for the release of “The Secret Life of Pets,” coming out this summer.
Presented By:
11:15 AM – 12:00 PM

HOLIDAY INN’S SELFIE STRATEGIES: HOW TO TURN MOBILE TOURS INTO VIRAL SENSATIONS

Consumers can hardly resist the chance to snap the perfect selfie. But put their likeness on a fluffy pancake and you’ve got not only a must snap, but a must share moment. Step inside Holiday Inn’s award-winning Pancake Selfie Express mobile program and learn how the hotelier leveraged a clever combination of cutting-edge customization technology with a fleet of pancake machines to boost awareness and social reach. Get a behind-the-scenes look at the integrated social strategy that drove the 4,000 mile tour and find out how to map your next selfie activation to a desired viral effect.
Presented By:
11:15 AM – 12:00 PM

LESSONS FROM ORACLE: REIMAGINING YOUR B-TO-B EVENT

The biggest brands in the world remain the biggest brands in the world because they’re constantly evolving—their brands, their messages… and their events. Learn how Oracle has begun refreshing, reimagining and resetting the global powerhouse that is OpenWorld in this exclusive and candid session. Hear how and why Oracle committed to reinventing its largest event, the process it went through to refresh the overall strategy and get an inside look at the first fruits of the labor. An incredible session that will leave you with insights and ideas for reinventing your own b-to-b events.
Presented By:
12:00 PM – 1:30 PM

Lunch

1:45 PM – 2:30 PM

SPEED BRIEFING: BIG QUESTION: WHAT'S A MEANINGFUL EXPERIENCE

There’s talk around the water cooler of the importance of meaningful engagement for creating event experiences that wow audiences. But what exactly does that mean? And how does it translate into actionable strategies? This session will explore the factors behind meaningful experiences and demonstrate how a mobile app can be the key to unlocking meaningful audience engagement at your next event. Attendees will walk away with an meaningful engagement action plan that they can implement right away.
Presented By:
1:45 PM – 2:30 PM

Speed Briefing: Experiential Events: Mastering the New Art of Teaming

The goal is clear: Develop an iconic event that reflects brand values, delivers messages and engages guests—on time and on budget. How you do all that is rarely clear. In today’s world, “Teaming” is a way to gather experts from diverse specialties into temporary groups to deliver grand results. Explore the intersection of team leadership and project management and learn how to get epic work done faster and better, together.
Presented By:
  • Amy Edmondson, Novartis Professor of Leadership and Management, Harvard Business School
  • Darrin Jackson, Director of Creative Services, Dimension Design
1:45 PM – 2:30 PM

Speed Briefing: Reimagining 1:1 Meetings At Events - Building Sales Pipeline for Higher Returns

Event attendees now want to learn rather than walk the floor. Event planners will have to facilitate pre-scheduled meetings and convert walk-ins to meetings. Hear Aron Karpaty, Head of Accounts at Jifflenow, on how leading companies now build sales pipeline at events through 1:1 meetings that are integrated with CRM.
Presented By:
1:45 PM – 2:30 PM

Speed Briefing: Transitioning to Insight-driven Experiences

In an “always connected” world, forming genuine connections has somehow become harder, especially for brands. How do you humanize your marketing efforts? How do you personalize your products? Learn how brands can transform 1:1 consumer experiences to motivate audiences, deliver insights, and maximize real-time feedback.
Presented By:
  • Torre Gentile, VP, Digital Strategy & Innovation, Marketing Werks
  • Lisa Fasana, VP, Account Management, Marketing Werks
1:45 PM – 2:30 PM

Speed Briefing: Using Experiential Data Analytics to Protect and Grow Budgets

With tighter and more fragmented marketing budgets, event measurement and analytics are quickly becoming a requirement. Experiential is not immune from the data-driven mindset that drives other channels like Digital, so attend this Speed Briefing to learn how to better to defend and grow your spend by using advanced data analysis.
Presented By:
1:45 PM – 2:30 PM

Speed Briefing: Maximizing Your Marketing Roadshows: The High-Tech Attendee Experience

Learn how to leverage the latest technology to provide a high-tech attendee experience, generate targeted insights, and increase sales conversions. See how onsite technology that was traditionally only used at large conferences can be implemented at a minimal cost and easily deployed at roadshows and other events to drive a seamless check-in experience, track attendee activity, and provide actionable attendee analytics for you and your event sponsors.
Presented By:
1:45 PM – 2:30 PM

Speed Briefing: The Importance of Experiential Event Branding: Create Attendee Impact

Learn the pitfalls and power of experiential branding by leveraging every touchpoint for a successful event. Get insights into memorably connecting with event attendees before, during and after the event.
Get tips and tricks for enhancing customer relationships, building bridges to brand touchpoints, and nailing the attendee experience. And learn all about the next-generation event life-cycle—and the importance of branding before, during, and after via social media.
Presented By:
  • Bob Russo, Director of Creative Services, VDA Productions
2:30 PM – 3:15 PM

Refreshment Break

Grab a refreshment, chat up fellow attendees and meet with the industry’s best partners.
3:15 PM – 4:00 PM

AOL: SHAREWORTHY EXPERIENCE DESIGN STRATEGIES

Event attendees can be a skeptical bunch, but they don’t get much tougher than the world’s most seasoned media executives. Go inside AOL’s Future Front to learn how the media brand transformed a one-night launch event into a juggernaut of share-worthy moments and experiences that led to 6.4 million social impressions. Learn how to design with focus and intention to create moments that make an impact both as live experiences and across social media. Get tips on how to map out the attendee journey and amplify shareable touch points. And walk away knowing how to gauge your event’s “coolness factor” by tapping into your network of influencers.
Presented By:
3:15 PM – 4:00 PM

EXCLUSIVE RESEARCH UNVEILED: CREATING A CONTENT FACTORY

It is the trend of the year—experiences being used as content creators, generators and distributors. Audiences becoming content amplifiers. And live events being used as incredible feeders of content … for the rest of the marketing mix. Come join us as The Event Marketing Institute, Intel and Mosaic unveil the 2016 Experiential Content Benchmark Study, the first-ever research study on how brands and consumers are using, creating, distributing and sharing event content. We’ll being with topline data on the research, giving you true insight into the stats and facts. We’ll then present exclusive strategies on how best-in-class brands are using their events as content factories. And we’ll wrap up with an exclusive case study from Intel’s results-shattering CES 2016 campaign that will bring it all to life. A session you’ll never forget.
Presented By:
3:15 PM – 4:00 PM

INSIDE CISCO: BEST. PARTY. EVER. HOW TO CREATE STRATEGIC SPECIAL EVENTS

In this session, we will teach you how to amp up the value and effectiveness of your special events and receptions to “epic” status. Arm yourself with current data on how special events have evolved to become powerful tools for boosting employee engagement, loyalty and retention. Find out how to make your special events more “on brand.” Get fresh ideas for innovative engagement tactics you can add to the event experience, and how to select which ones will be most impactful for your attendees. Leave with a better understanding of how you can track and measure the success of your special events, and how you can best translate those results to your executive team.
Presented By:
3:15 PM – 4:00 PM

THE COACHELLA EFFECT: BEST PRACTICES FOR ACTIVATING AT MUSIC FESTIVALS

Music festivals have become staples in the sponsorship space, but with so much noise and a growing legion of jaded “seen it all” attendees, brands must truly integrate in an authentic way if they have any chance of standing out. Learn about Jägermeister’s award winning music festival activation that hit five major UK music festivals in 2015, and be among the first to get a glimpse of what the brand is bringing to the U.S. this summer. Find out what’s driving the evolution of branded festival activations, and why brand transparency and destination activations are becoming top go-to strategies. Learn how to adapt your festival strategy to forge authentic connections with some of the toughest—but most sought after—audiences on the planet.
Presented By:
4:15 PM – 5:15 PM

Women in Events + Dress for Success Mixer

Our Women in Events gets a philanthropic twist this year with the addition of new partner Dress for Success. The agenda features wine and networking amid a fun group interactive in which EMS attendees create hundreds of “career bags”—stuffed with daily work essentials for women looking for jobs in Denver. Come relax with fellow attendees, enjoy a glass of wine, make new connections and reconnect with existing peers. And do it all as we work together in the first-ever EMS “women helping women” activity. Note: Open to registered women. (Any brand marketer interested in donating a product to the career bags should email kelisano@sparksonline.com).
4:15 PM – 5:00 PM

CANNABIS EVENTS: EVERYTHING YOU NEED TO KNOW

With recreational cannabis legalized in four states and counting, the estimated $10 billion marijuana scene 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:
4:15 PM – 5:00 PM

INTERNAL EVENTS AT INTEL: HOW TO TRANSFORM EMPLOYEES INTO BRAND ADVOCATES

In this session, we'll show you how a successful experience-driven campaign that starts with employees inside can prepare them to be powerful brand ambassadors outside. Go inside Intel’s three-continent InsideOut Experience and mobile tour and get a taste of the strategy, design and technology innovations that rallied Intel's global employee base. Get actionable tips on the kinds of content, experiences and messages employees respond to most, and how you can use them to make your next internal meeting a love fest for your brand, and a platform for employee advocacy.
Presented By:
5:00 PM – 6:30 PM

Happy Hour

Wrap up a high-energy day of power learning with some cold cocktails and tapas at our casual annual Happy Hour. Recap some of your session highlights, meet some of the speakers and continue some of the chats you’ve already started at the Summit. Always casual, always fun. Always at EMS.
7:00 PM – 9:00 PM

[NOW SOLD OUT] OPTIONAL ADD-ON NETWORKING DINNER

Our first-ever EMS Networking Dinner at Marlowe’s, a casual, delicious Denver staple within walking distance of EMS, is officially SOLD-OUT. For those who are signed up, to view menu choices, click here. (Any special allergy-related food request must be received by syeomans@accessintel.com by May 1.)
9:00 PM – MIDNIGHT

MOTIVE MILE HIGH MAYHEM AT EMS

You’ve never done Denver this way, people. For nearly a decade, leading experiential agency and past Grand Ex winner Motive has created an annual employee escapade called Motive Mayhem. It’s taken the team to Las Vegas, New Orleans, New York, even the heart of the Rocky Mountains. But this time it’s happening in Motive’s hometown of Denver—and you’re invited.

For the first time, Motive Mayhem is taking on the Mile High City… and everyone at EMS is on the guest list. Join us for an evening in Denver’s red-hot RiNo (River North Art Direct) district, Motive’s stomping ground and home to the city’s best breweries and bars (all within a four-block walking radius). Check-in starting at 9pm at Motive’s RiNo HQ for your signature Mayhem Mug—then use that mug all night to unlock select brews at nearby bars, a few surprise experiences and even a little “Last Call at EMS” action.

Here’s the scoop:
1. Have dinner in the RiNo area and you’ll be within striking distance of the evening’s activities, baby. Restaurants right in the heart of the evening’s activities: The Preservery, Osaka Ramen, Park Burger, Sushi Rama, Los Chigones, Bar Fausto, The Populist, Owlbear Barbecue, Work and Class, Cart-Driver. Or if you want to start early, consider dining at the following Mayhem partners that offer full menus: The Rackhouse (closest to Motive) and First Draft.
2. Head to Motive HQ (2901 Blake Street; have your cab or Uber drop you at the intersection of 30th and Blake, entrance to Motive is 50 feet to left of intersection) starting at 9pm to get your Mayhem Mug , a first pour and a map of the evening’s destinations.
3. Grab your mug and hit the streets, sampling some of the best breweries, wine bars and cider lounges this side of the Mississippi. Use your mug for free pours at five Official Mayhem Stops and/or swing by our five just-as-awesome Unofficial Tour Stops.

Click HERE for the official Mayhem Map and Schedule. Click HERE to see what it's all about.

Official Stops (Use Your Mayhem Mug, Get a Free Brew):
1. Epic Brewing Company
2. Beryl’s Beer Company
3. First Draft
4. The Rackhouse
5. Ratio Beerworks (Last Call Location)

Additional “Can’t Miss” Unofficial Stops (No Free Beer, But Just as Awesome):
1. Infinite Monkey Theorem (100% wine, no beer)
2. Zephyr Brewing
3. Matchbox
4. Stem Ciders
5. Larimer Lounge

Join us at Ratio Beerworks at 11:30pm for a Last Call with the EMS and Motive crews.

Logistics and Transportation: Open to all registered attendees. Get yourself over to the RiNo district (five minutes by cab from EMS) and we’ll get you back to the hotel. Shuttles transporting attendees back to the Hyatt Regency will be running from Motive HQ from 11pm to 12:20 am. We highly suggest you have dinner in the RiNo area and you’ll be within steps of the Mayhem, baby. For a list of RiNo restaurants, click here or here or here.

Friday | May 6

6:30 AM – 7:25 AM

OPTIONAL MORNING YOGA

EMS isn’t just about the mind—it’s a total experience for the soul, dear marketer. For the first time, we’re offering some early morning networking each day. Stretch and tone your muscles the yogic way. Kick off each day with 55-minutes of Yoga. Top area Yoga instructors will be onsite at the Summit to give you a challenging and rewarding Yoga class on Thursday and Friday morning at 6:30 a.m. in the Convention Center by room 304 off the main lobby. Each class lasts 55 minutes. (Requires advanced registration and $25 fee.)
7:45 AM – 8:30 AM

Breakfast

8:30 AM – 9:30 AM

Chobani Keynote

Presented By:
9:30 AM – 10:30 AM

Coffee Break

Grab a refreshment, chat up fellow attendees and meet with the industry’s best partners.
10:45 AM – 11:30 AM

HIGH-TECH, HIGH-TOUCH EXPERIENCES: THE WORLD OF COCA-COLA

Step inside the World of Coca-Cola experience and get a taste of how the brand is connecting with consumers through highly personalized high-tech engagements that keep the brand top of mind. Check out the My Coke Art interactive, a case study in how to use your brand’s existing design assets as a catalyst for social sharing. See the “Bubble-izer,” a next-gen photo activation that immerses attendees in a virtual Coke. Get the scoop on how the brand uses beacon and app technologies to imbed more personalized moments into the attendee experience. A must-attend session for experience designers and marketers looking for fresh ways to use technology as a means for more meaningful engagement with your brand.
Presented By:
10:45 AM – 11:30 AM

HOW TO GET THE MOST OUT OF YOUR POP-UP STRATEGY

Masters of our domain. The soup man. The close talker. The power of “Seinfeld’s” lexicon still sticks with us, so it only makes sense that to drive viewership for its “Seinfeld” syndication deal, Hulu created a pop-up that dropped New Yorkers right back where it all started—Jerry’s apartment. Learn how the digital media brand used a temporary (but authentic) replica set to engage consumers, generate content, drive p.r. buzz and earned media. Get strategic tips on how to use a pop-up for multiple purposes and maximum effect throughout its run. Find out what KPI’s you need to assess your pop-up’s performance and determine if the program has legs for expansion.
Presented By:
  • Brian Schultz, Chief Experience Officer, Magnetic Collaborative
10:45 AM – 11:30 AM

LESSONS FROM CADILLAC: INFLUENCER RECRUITMENT AND ENGAGEMENT

From seeding cars to popular Instagram users to creative partnerships with up-and-coming fashion brands, Cadillac is redefining what it means to cultivate brand loyalty through the art of influence. Take a page from the automaker’s playbook and learn how to recruit and collaborate with the right kinds of influencers for your brand experiences. Get tips on how to measure the impact of your influencers and avoid the pitfalls of chasing and winning “empty” social impressions. And learn why when it comes to return on investment, celebrities do not offer the same bang for their buck as influencers.
Presented By:
10:45 AM – 11:30 AM

LESSONS FROM HILTON: CONNECTING MULTIPLE LAUNCH EVENTS TO KICKSTART A BRAND

From “whisper events” for key stakeholders to surprise and delight campaigns for customers, step inside Hilton’s brand expansion portfolio to find out how it’s launching the newest flavors of its hotels through a series of experiential programs for b-to-b and b-to-c audiences alike. Find out how to craft a global launch strategy that maps your newest brands to the passion points of a diverse collection of customer types. And learn how popping up in unexpected places, in unexpected ways can create meaningful connections that generate word of mouth and brand loyalty.
Presented By:
10:45 AM – 11:30 AM

POWER PANEL: THE B-TO-B DREAM TEAM

Our April cover story comes alive at EMS as some of the marketers from our inaugural B-to-B Dream Team come together to discuss top trends, the best best practices and the future of the event discipline. Come experience some of the sharpest minds in b-to-b event marketing coming together, hear candid comments on face-to-face marketing, learn some lessons learned from some of the biggest events in b-to-b and walk away inspired and excited about the future of your events.
Presented By:
10:45 AM – 11:30 AM

SAP’S ACTIVATION STRATEGIES FOR INTANGIBLE BRANDS

How do you make a backend technology interesting and relevant to loyal football fans? Step inside SAP’s Super Bowl 50 activation to find out how the company leveraged a mix of smart event technologies to show attendees that SAPs products make some of their favorite activities (like Fantasy Football), come to life. Learn how to create live experiences that create seamless connections between your intangible brand and your target audience’s passions. Find out how and when to use technology touch points to build a strong narrative for your brand’s story that will be remembered long after the event is over.
Presented By:
10:45 AM – 11:30 AM

‘EXTREME’ ACTIVATIONS: HOW TO PLAN AND MANAGE SPECTACULAR FEATS AND CONSUMER EXPERIENCES

Behind every athlete willing to scale the icy face of Niagara falls, wingsuit over New York City or wake skate the Erie Canal is a team dedicated to navigating the red tape and legalities of these daredevil feats. Get up to speed on all of the production complexities required to execute activations that push the envelope. Find out who and what you need to know to bring a bold, never-before-done program to life, and leave with a list of do’s, don’ts and definitely don’ts for your next 'extreme' campaign.
Presented By:
  • Jeffrey Regis, Head of Sports and Lifestyle Marketing, Red Bull
  • Evan Korn, Managing Partner, iDEKO Productions
11:45 AM – 12:30 PM

GEN Z EVENTS WITH NESTLÉ: WHAT COLLEGE KIDS WANT, AND HOW TO GIVE IT TO THEM

As Millennials age up and into the workforce, smart marketers are setting their sites on Gen Z. Go inside a real-world Nestlé campaign to see how the brand leveraged a large-scale Coffee-mate experiential program to effectively engage this audience. Learn what makes the Gen Z demographic different than their predecessors, and walk away with a better grip on how to master the nuances of this up-and-coming group of future spenders. This session will feature fresh insights and data on behaviors and preferences, social media strategies and engagement “musts” to help marketers better understand and engage with Gen Z.
Presented By:
11:45 AM – 12:30 PM

LESSONS FROM LEGO: 10 RULES FOR FAMILY-FRIENDLY EVENTS

Grab a seat and get a look inside an event playbook that wins over kids and their parents all year long. From proprietary “fam fests” and national tours to regional activations and, of course, ComicCon—you’ll hear lessons learned and get tips from one of the industry’s best experiential marketing machines.
Presented By:
11:45 AM – 12:30 PM

MICROSOFT’S 10 VIDEO CONTENT CREATION TIPS FOR B-TO-B MARKETERS

From opening videos to shareable content, learn step-by-step how to create and deliver engaging and visually exciting videos that are aligned with your overall event strategy. Learn how to map your video investments back to business needs. Find out the best way to identify stories and characters, and then assemble your own storytelling team. And get up-to-the-minute insights on when and how to post and share for maximum engagement.
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11:45 AM – 12:30 PM

TEST, LEARN, REFINE, SCALE: WHEN AND HOW TO EXPAND YOUR MOBILE TOURS

After a successful first year targeting retail associates (hello, double-digit sales growth at tour stops), Weber expanded its Weber Grill Academy mobile tour to include more assets, a new design and consumer-facing events. Take a page from Weber’s playbook and learn how to determine if your mobile tour is ready for a bigger investment. Get a sense of the key criteria you should look for when considering a tour expansion, the best and smartest ways to expand, and when it makes sense to make the leap from b-to-b to b-to-c (or vice-versa). Get first-hand insights on how to plan and manage a fast-growing mobile tour, how to maximize potential and what key performance indicators to look for gauge its success. Did someone say burgers?
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11:45 AM – 12:30 PM

USING SPONSORSHIPS AND EVENTS AS CONTENT GENERATORS

Building consumer engagement around live events that generate powerful content for sharing across digital and social media is fast-becoming one of the smartest ways to boost your event’s overall reach and value. Take a page from Kenmore’s playbook and find out how the brand is extending the impact and reach of its sponsorships through live activations designed to serve as key creative for video and other content. Find out how to fine-tune your sponsorship portfolio around a content asset strategy. Learn what you need to know about video rights, and walk away with the tools you need to transform your sponsorship activations into CRM tools and content generators, too.
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12:30 PM – 1:30 PM

Lunch

1:45 PM – 3:15 PM

MASTER CLASS: THE ART OF BEING UNMISTAKABLE

Seth Godin taught us to be “remarkable” in Purple Cow, and Guy Kawasaki stressed “enchanting” in Enchantment. Now Srinivas Rao explains the power of “unmistakable”–creating work that no one can replicate, thereby eliminating your competition. Talent alone won’t cut it. Whether you’re an event marketer, agency account exec, designer or strategy chief, to stand out in the world you must be unmistakable. It’s the only option. To create unmistakable work, you must take risks. You must cross lines, personal and professional. You must go to the point of a no return. Author Srini Rao will share how to ignore best practices, trust your intuition, develop creative ideas and breakthrough solutions to solve problems. You’ll learn how to think like artists as opposed to marketers, embracing a compass instead of a map.
Presented By:
  • Srini Rao, Author, “The Art of Being Unmistakable”
1:45 PM – 2:30 PM

INSIDE HONDA: HOW TO CREATE AN OWNABLE BRANDED MUSIC EXPERIENCE

Brands have been borrowing the caché of cool from music for years. But today event marketers are working in an environment where consumers are often more tuned in and sophisticated than the brands that target them. This session takes you inside Honda’s One Direction tour and partnership and discusses how to create integrated, ownable branded music experiences using the touch points of live, digital, social and mobile. Learn how to map out a music-based strategy that gets your brand on the playlist—wherever and whenever fans are listening.
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1:45 PM – 2:30 PM

LESSONS FROM HEINEKEN: SALES MEETINGS, HOW TO PUMP ’EM UP AND LEAVE ’EM WANTING MORE

You have 48 hours to get your sales channel totally stoked. What do you do? Get a behind-the-scenes peek at Heineken’s National Distributor’s Conference and find out how the brand is leveraging a finely tuned mix of networking, education and entertainment experiences to engage attendees and motivate the sales channel. Find out why having each brand in the Heineken portfolio own a piece of the event creates broader buy-in across teams. See what types of group experiences are driving the most long-term engagement—and ultimately, sales. And walk away with the knowhow you need to make sure your event strategy delivers straight to the bottom line. Please note: Ice cold Heineken, Dos Equis, Strongbow and Tecate will be served during this session.
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1:45 PM – 2:30 PM

LESSONS FROM PAYPAL: EMPLOYEE EVENTS FOR TIMES OF CHANGE

When it comes to big organizational changes, employee events can be the glue that holds employee morale together. Go inside PayPal's event portfolio to see how they survived and thrived after a separation from eBay, and became an independently publicly traded company. Learn how to design a portfolio of perfectly timed experiences that will engage your employee base with just the right message at the just the right moment. Get a feel for the kinds of live engagement strategies that will have the most lasting impact on internal audiences. Plus, get first-hand tips and advice on how to use events to usher in big corporate changes—without big drama.
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1:45 PM – 2:30 PM

POP-IN, POP-UP AND POP-OUT: IN OFFICE POP-UP EVENTS

When your target customers are too busy at the office to make it to your event, why not bring the event to your target customers… at the office? Go inside WE tv’s innovative pop-up program that brought a fun-filled popsicle + programming experience into offices across the country during the critical upfronts media-buying season. Learn the do’s and don’ts of planning an office pop-up program, including who to call, how to pitch and the best ways to plan and manage logistics.
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1:45 PM – 2:30 PM

SONY MOBILE’S 7 HABITS OF HIGHLY SUCCESSFUL DEVELOPER’S EVENTS

From developer’s conferences to trade show exhibits to hackathons and beyond—developers have become one of the most sought-after audiences by event marketers. But why is this target group so hard to please? How could your company benefit from a developer event? Go inside the mind of the developer and get a rundown of what works and what doesn’t when using events to target this elusive audience. See examples of Sony Mobile’s event team in action, hear lessons learned from the man behind their company’s developer’s experiences and walk away with a keen understanding of this target.
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1:45 PM – 2:30 PM

THE UFC’S TOTAL TAKEOVERS: HOW TO WIRE AN ENTIRE CITY FOR FAN ENGAGEMENT

Step inside one of the world’s fastest-growing sports franchises to learn how it connects hundreds of tablets, QR readers, RFID/NFC devices, streaming cams, touchscreens, DSLR cameras, mobile devices, video cameras and more across every corner of its host cities to give fans and attendees unprecedented access to its brand and its athletes. Hear how attendees use high-tech credentials everywhere from hotels to street corners to trigger social sharing, content capture, exclusive event access and check-ins. And learn how to drop a full “tech web” over your next event, UFC-style, baby.
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2:45 PM – 3:30 PM

BREAKING THROUGH THE CLUTTER: HOW TO MAXIMIZE SPORTS SPONSORSHIPS

Stadium activations are a great place to start, but to hit a home run with your sports sponsorships, you need to think outside the stadium walls. Learn how to refocus your sports investments by turning fan awareness into engagement in the venue, and then more importantly in the market. Find out how to leverage a limited budget into big results with strategic use of player endorsements, earned media and targeted social media platforms. Walk away with a pocket full of ideas on how to maximize the value of your sports investments.
Presented By:
  • Rich Karlis, Director, Corporate Sponsorships, CenturyLink
2:45 PM – 3:30 PM

GUINNESS WORLD RECORD EVENTS: HOW TO MAKE A SPLASH THAT MATTERS

Last year, Delta Faucet set the Guinness World Record for most people showering simultaneously in a single venue. And they’ve got the GIFs to prove it. Learn what you need to know about planning and executing a Guinness World record attempt. Get a checklist of criteria to help you determine if the strategy is the right fit for your objectives, plus fresh ideas for how you can creatively tie the record attempt back to your brand’s unique selling proposition. And find out how to fully leverage your activation around the record attempt to generate leads, drive to retail and generate measureable PR and social media buzz.
Presented By:
  • Missi Tate, Sr. Brand & Advertising Manager, Delta Faucet
  • Larry Mann, Executive Vice President, rEvolution
2:45 PM – 3:30 PM

THE LEXUS GUIDE TO DATA-DRIVEN EVENTS

Step inside Lexus’ Pop-Up Concert Series powered by Pandora to find out how the automaker leveraged its own target demo data with Pandora’s algorithm-based listener insights to craft a concert series that aligned music lovers--and prospective car buyers--with the artists they loved. Get up to speed on how algorithm-based targeting works and how you can best use it to create highly personalized event programs. Learn how Lexus is using this sophisticated blend of key data points and targeted engagements to generate awareness and new car buyers among a younger audience.
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2:45 PM – 3:30 PM

VIRAL STRATEGIES FOR B-TO-B EVENTS

Old Spice Guy. Real Beauty Sketches. The Ice Bucket Challenge. We’ve all seen what it looks like when consumer campaigns “go viral.” But have you thought about what that looks like in a b-to-b context? Go inside power management brand Eaton to understand how one division made a choice to embrace “The New Viral”—a marketing approach focused more on being effective than simply infective—and how it disrupted its marketing initiatives from trade shows to digital to deliver a projected 1,028% ROI. Learn how to answer the age-old question “How can we make it go viral?” Update your definition of virality beyond viral videos. And embrace a more modern take on viral strategy that can actually move the needle for your brand.
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3:45 PM – 4:30 PM

ALIENWARE: AMPING UP MOBILE TOURS THROUGH STRATEGIC PARTNERSHIPS

Take your mobile tour strategy to the next level in this crash course on partnership marketing and learn how to turn key collaborators into catalysts for content, reach and social amplification. In this session you will learn how to partner smart at local level for maximum impact, what criteria to use when vetting prospective brands for partnership and how to “share” tour stops for higher levels of awareness. Get real-world advice from gaming PC maker Alienware on its Red Bull and Rotten Tomatoes partnerships, and how the brand ties all of its collaborations together to drive sales and ROI for it’s year-round mobile tour.
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3:45 PM – 4:30 PM

BALANCING MULTIPLE BRANDS WITHIN ONE TRADE SHOW ENVIRONMENT

Every product has a unique story to tell, but for most trade show marketers, it’s a challenge to tell them all at once. Tate & Lyle (the makers of Splenda) is striking a balance with a strategy that effectively blends corporate storytelling with the individual messages of all its brands. Find out how to transform your disparate product stories into one cohesive attendee experience that still keeps your product managers happy. Learn how to create balance and cohesion among the various experiential elements of your booth. And get a taste of how b-to-c-style engagements can help products pop while still feeling like part of one brand story.
Presented By:
  • Kelly Noonan, Regional Marketing Support Manager, Tate & Lyle
  • Anne Trompeter, Principal and Executive Creative Strategist, Live Marketing
3:45 PM – 4:30 PM

BOOSTING ENGAGEMENT THROUGH LIVE ART EXPERIENCES

Say the word “interactive” and most event marketers think of technology. But today, many enterprising brands are taking the word in a more analog direction by inviting attendees to participate in hands-on, artistic activities at their events (think: white spaces where attendees are invited to “decorate” the walls.) Find out what’s driving this trend towards tactile engagements and self-expression at events—and why attendees are responding to it. See examples of interactive design installations, attendee-created art pieces and crowdsourced content in action at GitHub's inaugural Universe conference. Walk away with a brain full of ideas and inspiration for incorporating live art into your next event.
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