360i Summit 2014 Post-Conference Guide

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  • 8/11/2019 360i Summit 2014 Post-Conference Guide

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    KEYNOTE: HOW TO BUILDA CULTURE OF INNOVATION

    Renowned leadership expert Adam Bryant, Corner OfficeColumnist for The New York Times, kicked off the day witha presentation on how organizations can cultivate culturesof innovation.

    WHAT WE LEARNED:

    LEADERS ARE DEFINED BY THEIR ABILITY TO ARTICU-LATE AND ACT ON A SIMPLE PLAN.Per Bryant, if youhave more than three priorities, then you dont really havepriorities at all. Team members will be most successfulif they know the game they are playingand how to keepscore. One of the most important things a leader in anycapacityat any organizationcan do is to clearly commu-nicate the values for which the company stands.

    A STRONG CORPORATE CULTURE IS BUILT ON A FOUNDA-TION OF RESPECT.Leaders should create an environmentin which people bring their best self to work every day,or in other words, their first-day-on-the-job attitude. Oneway to evangelize a positive work setting is to encouragepeople to consider the Most Respectful Interpretation(MRI) of a conflict. Furthermore, maintaining a culture inwhich do-to-say ratio is valued will breed accountability.

    BEWARE OF THE HAZARDS OF EMAIL.Email seems likea simple (and useful) tool, but Bryant pointed out thatwhen used incorrectly, email can be corrosive to relation-ships. His advice: take arguments offline, send feweremails and discourage the use of carbon copy (CC). Asa general best practice, email is not the best mode ofcommunication when anything is at stake.

    OST-ONFERENCE

    UIDE

    With another360i Marketing Summitin the books, weve summarized thekey themes and takeaways from thisyears conferencefrom buildinga winning culture, to keeping up withthe frenetic growth of consumertechnology. Please consult your 360iStrategic Advisor if you have specific

    questions about any of the topicsdiscussed at this years Summit,summarized in the report below.

    http://www.360i.com/summit/2014/http://www.360i.com/summit/2014/
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    FOUNDATIONS OF BRANDSTORYTELLING

    This panel discussion was all about whatmakes a story talkable, what makes a brandsharable and how successful brands elevate

    their marketing to be about more thanmerely selling a product.

    WHAT WE LEARNED:

    STORYTELLING IS AN EVOLUTION.The discussion openedup with the various ways that panelistsand the brandsthey representhave evolved to become storytellers viadigital content. More than just being content creators, ESPNSports Business Reporter Darren Rovellsuggested thatmarketers should think of themselves as journalists intheir quest for making great content. Further, he discussed

    the role social communities can play in the storytellingprocessand how his500K+ followersare evolving how heshares and breaks news online. Ellen Stone, EVP of Market-ing for Bravo and Oxygen, added that the networks hyper-engaged communities have inspired an interactive contentstrategy that puts fans in the center of the action. An ex-ample of this evolution is Bravos Top Chef, a show whichpioneered a transmedia angle in which online webisodesvoted on by fans altered the course of on-air content.

    GREAT STORYTELLING DOESNT HAVE TO BE ALL ABOUTYOU.Self-made style expert Jessica Harlowbegan hercareer as a department store make-up artist, but todayinspires aYouTube communityof 500,000 people. Harlow

    emphasized the importance of paying close attention toher community and what is going on around her (outside ofsocial, too) in order to stay relevant to those that watch andshare her content. Harlows advice to marketers: Be opento your community. Pay attention to whats going on aroundyou. And put your ego aside.

    SOME OF THE BEST STORIES ARE BORN OUT OF THEPASSIONS AND INTERESTS OF THE COMMUNITY.Rovellshared that when looking for a story he sends a call-to-action to his followers, and by casting such a wide net, he isable to acquire and act as a conduit to others stories. Thishas helped him quickly unearth sources around the storieshe is investigating. Similarly, Stone remarked that Bravo

    and Oxygen use social insights to surface the unexpecteddetails and storylines that people love. The key for brandsis having the right lens through which to vet and elevateconsumer inputs.

    THE FUTURE OF MEDIA

    The Future of Media series invitedrepresentatives from four leading platformsto discuss the state of media todayandwhat their respective companies have uptheir sleeves for marketers in the future.

    WHAT WE LEARNED:

    SOCIAL PLATFORMS ARE EVOLVING WITH THE SPEED OFCULTURE.As marketers react to the speed and change ofa connected culture, social media platforms like Twitter andPinterest are positioned to help brands connect with con-sumers in a whole new way. PerJoel Luenfeld, VP of BrandStrategy at Twitter, Twitter is key for real-time conversa-tions and story-telling, while Pinterest helps brands get dis-covered by people who are looking to buy, plan or do things.Both platforms offer a range of opportunities for marketers

    (Twitter recently announced the beta launch of Video Adswhile Pinterest recently debuted Promoted Pins).

    STRONG CREATIVE IS AS MANDATORY AS SOCIAL CON-TENT PROLIFERATES.Twitters Luenfeld stressed theneed for creative to be good enough to grab attention andshowcased examples of how tweets can live outside of theplatform to drive discussion and innovative storytelling.With the goal of discoverability and inspiring users to getout and do things they love in real life, Pinterests Head ofPartnerships, Joanne Bradford, underscored the impactof beautiful and compelling creative and the importance ofbrands enabling pinning on web properties and mobile apps.This creative can even expand beyond the digital world. For

    example, retailers like Target have developed product linesbased on Pinterest activity and are using the platform forin-store merchandising.

    CONSUMER INSIGHTS ARE NEEDED TO CAPTURE CON-SUMER ATTENTION.Lauri Baker, VP of Brand Strategy &Sales at The Huffington Post, noted that the site is currentlythe No. 1 social publisher on Facebook and has carvedout a unique place in market for content development anddistribution. Citing that attention is currency, Baker urgedmarketers to seek alternative ways of capturing attention,for example via native and social content partnerships. IvyEsquero, Senior Consumer Insights Manager at Microsoft,discussed the interesting consumer trend of being intel-

    ligently on (an evolution of always on) which means thatpeople seek scheduled and strategic breaks from theonslaught of digital stimulibut will almost always appreci-ate experiences that offer utility and allow for balance.

    SUMMARY BY:

    David MatarangloGroup Media Director, 360i

    SUMMARY BY:

    Masha MurakhovskyCommunity Manager, 360i

    https://twitter.com/darrenrovellhttps://www.youtube.com/user/MissJessicaHarlowhttp://blogs.wsj.com/cmo/2014/08/20/twitters-new-video-ads-impress-marketers/http://blogs.wsj.com/cmo/2014/08/20/twitters-new-video-ads-impress-marketers/http://blogs.wsj.com/cmo/2014/08/20/twitters-new-video-ads-impress-marketers/http://blogs.wsj.com/cmo/2014/08/20/twitters-new-video-ads-impress-marketers/https://www.youtube.com/user/MissJessicaHarlowhttps://twitter.com/darrenrovell
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    LIQUID CONTENT THATMATTERS: COCA-COLASGLOBAL REAL-TIMEMARKETING STRATEGY

    What unites us is stronger than what dividesus. This powerful statement is from the recentCoca-Cola Small World Machines, campaignwhich emphasized consumers desire toexperience moments of connection. DouglasBusk, Director of Global Social Media Platforms& Strategy at The Coca-Cola Company took usthrough his organizations hub approach toglobal marketing and how it is bringing Coca-Cola fans together around the world.

    WHAT WE LEARNED:

    PEOPLE CRAVE TOGETHERNESSAND SOCIAL MEDIAPROVIDES THE PERFECT PLATFORM FOR CONNECTINGPEOPLE.The Coca-Cola Company has long positioned itselfto move at the speed of pop cultureand is often at thecenter of key cultural moments. Recognizing that the medialandscape was changing, Coca-Cola created a centralizedhub within their corporate infrastructure that allowed themto not only listen to social conversation happening abouttheir brands in real-time, but empowered their marketersall over the globe to act nimbly and do so at scale.

    SOCIAL IS EVERYONES JOB AT AN ORGANIZATION.Goneare the days in which one team owned every facet of socialmedia. Per Busk, Coca-Cola has ongoing efforts to adaptthe communications model between brands and consum-ers. Though the model has changed for how the companycreates social moments, the need for real, unfilteredconversations and opportunities to connect remain centralto their business. Moments of Happiness are just the tip ofthe iceberg for how Coca-Cola is bringing people around theworld closer together every day.

    SOCIAL LISTENING ALLOWS BRANDS TO IDEATE ANDOPTIMIZE BASED ON CONSUMERS RESPONSE TO MAR-KETING MESSAGING.Busk talked about Coca-Colas social

    listening strategy post-Super Bowl (America Is Beautiful)and how the company used findings to inform and shape itsWorld Cup campaignlater in the year. In both efforts, Coca-Cola found ways to use cultural conversation, commonpassion and the collective desire for connection to createrelevant and authentic digital experiences for people all overthe world.

    IMPACT & INSIGHTS:MARKETER CASE STUDIESWe invited three innovative marketers to thestage to share the secrets behind their recentsuccesses. In this session, 360i clients fromKraft Foods, HBC Digital and Toyota Motor North

    America imparted advice for marketers strivingto develop digitally-centric marketing programsthat leverage consumer behavior and technologyto reach people in exciting and effective ways.

    WHAT WE LEARNED:

    MARKETING THAT MATTERS INVOLVES TAKING RISKS.Tom Bick, Senior Director of Marketing Communications &Advertising at Kraft Foods, said that average is the enemyof brands. He remarked that a few years ago, despite solid

    sales, Oscar Mayer was perceived as average by consumers.To break free from commoditization, the brand shifted itsmarketing from broadcast-based to content-driven with in-novative efforts like The Great American Bacon Barter andSay It With Bacon. Earlier this year, Wake Up and Smellthe Bacona mobile app and device designed to mimic thesound and scent of baconwon a Silver Cannes Lion.

    AN OMNICHANNEL APPROACH TO MARKETING IS AT-TAINABLE VIA CURIOSITY AND COLLABORATION.MichaelBurgess, President of HBC Digital, discussed how SaksFifth Avenue partnered with 360i to conduct a sophisticatedtest to determine the role of search marketing on in-storesales. Based on the findings, Saks online and offline teams

    huddled up to determine the appropriate allocation ofinvestment across search and store marketing. The result-ing impact has been greater collaboration at Saks and thecreation of a more holistically-informed marketing strategy.

    REVAMPING THE WAY YOU TELL A MESSAGEAND RE-VISING YOUR STRATEGY FOR COMMUNICATING ITCANBREATHE NEW LIFE INTO AN ESTABLISHED PROGRAM.Marjorie Schussel, Corporate Marketing Director at ToyotaMotor North America, shared how TeenDrive365is helpingToyota bring momentum to its decade-old teen driver safetyinitiative. By focusing on a powerful new insight (that teensget most of their bad driving habits from their parents) andentering new media partnerships, the brand has amassedmore than 1 billion earned, owned and paid impressions forthe campaign to date.

    SUMMARY BY:

    Katie WallSenior Account Manager, 360i

    https://www.youtube.com/watch?v=ts_4vOUDImEhttps://www.youtube.com/watch?v=443Vy3I0gJshttp://worldscup.tumblr.com/https://www.youtube.com/watch?v=HY9cwOX2SL0http://www.adweek.com/news/advertising-branding/ad-day-oscar-mayer-150051http://www.360i.com/work/awaken-bacon/http://www.360i.com/work/awaken-bacon/http://blog.360i.com/social-marketing/toyota-launches-its-biggest-teen-safety-initiative-to-datehttp://blog.360i.com/social-marketing/toyota-launches-its-biggest-teen-safety-initiative-to-datehttp://www.360i.com/work/awaken-bacon/http://www.360i.com/work/awaken-bacon/http://www.adweek.com/news/advertising-branding/ad-day-oscar-mayer-150051https://www.youtube.com/watch?v=HY9cwOX2SL0http://worldscup.tumblr.com/https://www.youtube.com/watch?v=443Vy3I0gJshttps://www.youtube.com/watch?v=ts_4vOUDImE
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    KEYNOTE: DISRUPTIVETECHNOLOGY: THEUNRECOGNIZABLE NEWWORLD OF YOUTH AND

    CULTUREIn his keynote presentation, David Pogue, Founderof Yahoo Tech, explained the world according toTwitterwhy its good that 3D TVs never took off,and the reason he vows to never take a taxi again.Got your attention? He certainly had ours.

    WHAT WE LEARNED:

    TECHNOLOGY IS AN EVOLUTION, NOT A REVOLUTION.

    People always ask me how I keep up when technology seemsto be changing so fast, Pogue said. The best way to keep upis to accept that you cant. While many noteworthy productsintroduced each year, he believes about 20 percent of newtechnologies launched will be adopted. Not everything willre-invent travel or change how people watch televisionafterall, theres a reason 3D TV never picked up. But dont be quickto write these products off as a loss. We need 100% of in-novations to inspire the few that will move the market. Whatsmore important than chasing the latest gadget is to continueinnovating, learning, and evolving, to (ultimately) let the con-sumer decide what is worthy.

    BRIDGING THE GENERATION GAP INVOLVES UNDERSTAND-ING HOW GENERATIONS USE TECHNOLOGY.Theres beena generation gap since the beginning of time, said Pogue.But the last five years is the biggest changethis change isdue to Apple. Disruptive technology like the iPhone doesnt

    just change behaviorit sets new expectations for the nextgeneration to come. The impact of technology evolves with theexpectations set by the next generation. We hear all the timeMillennials dont watch TV. Thats just not true. They watchit, but in different ways.

    MARKETERS SHOULD FOCUS ON THE INTERNET OF PEO-PLE, NOT THINGS.Her name was Heather. She was 40 yearsold and a stay at home mom. She offered me a bottle of waterand a charging chord for my iPhone. Thats when I decidedI would never take a cab again, Pogue said about his first

    experience using UberX. According to Pogue, there are threemodels of innovation: The Old Model where people went tobrands. The new model that connects people to things (e.g.eBay), and the Next Wave that provides on-demand access toreal people like Heather. True innovation isnt dependent onwearable technology or delivery drones, but the people pow-ering the Internet, and offers on-demand service, real-timesolutions, and makes people part of the product experience.

    DATAS GROWING ROLE INDIGITAL MEDIA STRATEGYJared Belsky, President of 360i, along withMarina MacDonald, CMO of Red Roof Inn,discussed how data can be used to drive moreinformed and efficient investment in digital

    media.

    WHAT WE LEARNED:

    VETTING DATA SOLUTIONS ISNT ABOUT PERFECTINGA STRATEGYINSTEAD, ITS ABOUT IDENTIFYING HOWYOU CAN BE SMARTER WITH THE DATA ON-HAND.AsBelsky noted, trade headlines about marketers who havegotten it right can create unrealistic expectations for theindustry. He advised marketers that enterprise-level solu-tions are not the only options, and that brands can creativelyleverage available data to help drive business objectives.

    SMART DATA IS TESTABLE, ACCESSIBLE AND PURPOSE-FUL (TAP).Testable means that you can easily try it outwithout a substantial monetary commitment. An example ofthis is a recent Universal Pictures search campaign in which360i tapped into the Facebook API to dynamically updatead creative with the current fan count of a page. Accessiblemeans that you can easily get to the data, and understandwhat it means without a PhD in computer science. As anexample, a marketer might create a feed of its media plan tosync offline buys with digital ad creative in real-time. Finally,purposeful data means it is relevant to your businessitsnot data for the sake of data.

    NIMBLE MARKETERS CAN INCORPORATE API DATA TOOUTFLANK COMPETITORS.MacDonald shared a recentcase study in which Red Roof Inn tapped into flight cancella-tion data to power its mobile search efforts. When a certainvolume of flights were grounded, bids were automaticallyboosted in the region and ad creative was updated to reflectthe travelers distance to the nearest Red Roof Inn. Watchthecase study videoto learn more.

    SUMMARY BY:

    Lauren ZeinfeldSenior Strategist, 360i

    SUMMARY BY:

    David MatarangloGroup Media Director, 360i

    http://www.360i.com/work/red-roof-inn/http://www.360i.com/work/red-roof-inn/
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    USING GLOBAL INSIGHTSTO REACH AUDIENCESACROSS MARKETSBeauty advertising has traditionally focused onthe performance of productsbut given that

    these products can have an emotional impact onwomens lives, Clinique launched a global brandequity campaign designed to more closely con-nect the brand to its customers. SVP of GlobalMarketing,Agnes Landau, explained how thebrands global #StartBettercampaignbegan.

    WHAT WE LEARNED:

    USING GLOBAL INSIGHTS, MARKETERS CAN ELEVATE ATRUISM AMONGST CUSTOMERS AROUND THE GLOBE.The

    #StartBetter initiative was born from the insight that womendesire to have control of their own lives, and that each dayis a new opportunity to start better. After launching amanifesto video on YouTube, the campaign soon expanded tobecome a broader movement for the brand, which includeda new social tone of voice, in-store activations and more.Clinique even partnered with 360i to develop a Global Con-tent Management Tool, ensuring that all 100+ countries and40 affiliates had clear guidelines for creating content andthe ease of sharing it with one another.

    SURPRISE AND DELIGHT CONTENT RESONATES WITHSOCIAL COMMUNITIES.Following the release of themanifesto video, Clinique created real-time surprise-

    and-delight postcards to share with consumers who wereengaging with the campaign. The postcards encouragedwomen to #StartBetter in their own way. Consumers thenshared the postcards with their own social networks.

    DIGITAL INSIGHTS CAN GENERATE IMPACT FAR BEYONDTHE ONLINE WORLD.To date, the #StartBetter campaignhas received over 10 million impressions and the video hasover 1.5 million views, resulting in a 33 percent increase inbrand engagement. In more recent phases of the campaign,Clinique has selected artists, such as painters and singers,to share what starting better means to them and will soonroll out the campaign in stores. Clinique also plans to part-ner with Glamour to share authentic tips for #StartBettermoments, such as a job interview.

    FIRESIDE CHAT WITHPETE CASHMORE,FOUNDER & CEO,MASHABLE

    Bryan Wiener, Chairman of 360i, sat down withMashable Founder & CEO Pete Cashmore for afireside chat. The two discussed how Mashablestarted, how the publication gets ahead of the nextbig story, and how brands steal pages from theMashable playbook to tell more relevant stories.

    WHAT WE LEARNED:

    MASHABLE WAS BORN OUT OF CURIOSITYAND CON-TINUES TO PLAY INTO THE CURIOSITY OF ITS READERS.When Cashmore founded Mashable, he was looking for away to educate himself and others about the tech industryfrom a more human perspective. He discovered that peoplewanted answers to two questions about new technologiesWhat does it mean, and what can I do with it? From thebeginning of social media, Mashable has used platformsto identify what people are talking about online and mimicthe passions and interests of readers. These topics, whichrange from Grumpy Cat to Ukraine, drive Mashables ap-proach to content.

    MASHABLE VELOCITY IS ALLOWING EDITORS (AND NOWBRANDS) TO IDENTIFY EMERGING STORIES AS THEYREACH THE CUSP OF VIRALITY.Mashables proprietarytechnology is able to predict and track the viral life cycle of

    digital media content. This content is then broken down intotopics to reach niche audiences. At Cannes 2014, Mashableannounced anexclusive beta partnership with 360ito ex-plore what Velocity can do for advertisers.

    THE KEYS TO GOOD STORYTELLING ARE RELEVANCEAND EMPATHY. When choosing the medium, a brand mustidentify the essence of a story. Mashable is particular aboutthe type of content posted on each of its owned platformsbreaking news on Twitter vs. cultural pieces on Facebook.Cashmore also urges brands to be empathetic to the worldsmood on any given day. For instance, its inappropriate totell a humorous story on the anniversary of a tragic event.Additionally, day of week and time of day are important

    factors for posting content. People prefer visuals and textsnippets during the week but have time to reflect and readlonger pieces on Sundays. Finally, he urges brands to buildin a tolerance for failure when it comes to trying new digitalplatforms. Its important to experiment and keep up withconsumers but to also have a feedback loop for what worksfor your brand. Wiener agreed and closed by impressing theimportance of optimism when it comes to innovationitsunpredictable how a brands next great story will be told.

    SUMMARY BY:

    Evann ClinganSenior Insights Analyst, 360i

    https://www.youtube.com/watch?v=19_JUAw_Zeghttps://www.youtube.com/watch?v=19_JUAw_Zeghttp://blog.360i.com/360i-news/360i-mashable-partner-to-bring-velocity-to-brand-marketershttp://blog.360i.com/360i-news/360i-mashable-partner-to-bring-velocity-to-brand-marketershttps://www.youtube.com/watch?v=19_JUAw_Zeghttps://www.youtube.com/watch?v=19_JUAw_Zeg
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    AUGMENTED REALITY

    Blippar is the first mobile image-recog-nition platform and app that bridges realphysical world objects, brands and media,and converts them into digital world inter-active experiences. Utilizing augmentedreality and instantaneous content, Blipparfacilitates deeper consumer engagementwhile building valuable shopper intelli-gence data for brands.

    WHY THIS TECHNOLOGY IS RELEVANT TOMARKETERS:Augmented reality productshelp bridge the gap between digital andreality, since engagement with the physi-

    cal world is required for the experience.These types of technology are the perfectfit for brands looking for a strong mobileor in-store program.

    3D PRINTING

    Formlabs is reinventing 3D printing withthe Form 1+, a high-resolution stereolitho-graphic desktop 3D printer for engineers,designers and artists. The Form 1+uses a precision laser to cure liquid resin,

    offering resolution and print-qualityunprecedented in its class.

    WHY THIS TECHNOLOGY IS RELEVANT TOMARKETERS:3D Printing offers brandsand consumers alike new and excitingopportunities to engage with one another.Consumers now have the ability to easilyinvent, create and distribute their owntakes on products, which elevates the con-sumer voice within communities, buildsbrand advocacy and provides market-ers with compelling content to promotethemselves.

    60iUECHNOLOGYAB

    As part of a long tradition of offering innovativesolutions and valuable partnerships for ourclients, 360i was excited to showcase a curatedselection of technologies that present advancedpossibilities for marketers looking to engagewith consumers in new, innovative ways.

    MOBILE PROXIMITY

    SYSTEMBeacon technology (and similar products)are low-energy Bluetooth-based proximitydetection devices that when paired with asoftware program, such as an app on a smphone, can help determine various degreesof distance. These detected distances cantrigger events on the smart phone such asnotifications, software within the app itselfor asking the app to report back to a cloudservice which can then activate a billboard other out-of-home products.

    WHY THIS TECHNOLOGY IS RELEVANT TOMARKETERS:Proximity-based activationsare the perfect solution for brands lookingto engage with consumers in-store, wherepurchase decisions are happening. Theselow-cost, low-energy beacons enable branto deliver purchase incentives such as cou-pons and rewards programs in real-time toconsumers smartphones.

    LIGHTWEIGHT TABLET

    The Microsoft Surface Pro 3 is a 12 inch,lightweight tablet with powerful sensors,cameras, and an input stylus that providefunctionality not available on most laptopsfurther bridging the gap between desktopand mobile use.

    WHY THIS TECHNOLOGY IS RELEVANT TOMARKETERS:Microsoft has upped the anton what a tablet can and should be. Marketers should consider that devices such asthe Surface, are gradually expanding thelandscape on how consumers are going to able to interact with their brands. Featureslike handwriting, precision sensors andgeolocation data, can all be powerful toolsfor creating new and innovative marketingengagements.

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    Body and Mind. Quantif ied.BIOSENSORTECHNOLOGY

    NeuroSky is breaking the boundaries of

    body and mind monitoring and analysisfor consumer-facing, wearable technologyproducts. Their innovative biosensors areused in hundreds of products, brought tomarket by their partners, for body and mindhealth. These solutions capture, quantifyand reveal unique health and wellness in-sights and give millions of people the abilityto monitor and improve the performancebody and mind.

    WHY THIS TECHNOLOGY IS RELEVANTTO MARKETERS: As consumers continueto integrate wearable devices into their

    daily routines, marketers have a uniqueopportunity to create branded activationswith unique personal biometric data notpreviously available to them. Neuroskydevices provide mental calmness and focusdata, which can be useful for developingunique creative marketing promotions inthe gaming, lifestyle and entertainmentsectors in particular.

    WEARABLES

    Nod Labs develops hardware and softwarethat push the boundaries of what is pos-sible with computers. The first product,Nod, is the worlds first and only pixelaccurate, 3D gesture control ring. Enablingbeautiful, touchless interaction, Nod allowsusers to engage with objects in the digitaland physical worldfrom hand trackingin virtual reality to changing channels onTVs and adjusting temperatures on smartthermostats.

    WHY THIS TECHNOLOGY IS RELEVANT

    TO MARKETERS:Alternative input devices,such as Nod, offer new ways for consumersto engage with digital content. From mobileto billboards, wireless gesture-based inputdevices can amplify consumer experiencesby providing them natural extensions ofthemselves.

    AUGMENTED REALITY

    The Oculus Rift is a new virtual realityheadset that lets players step inside their

    favorite games and virtual worlds. TheRift uses custom tracking technology toprovide ultra-low latency 360 head track-ing, allowing you to seamlessly lookaround the virtual world just as you wouldin real life. Every subtle movement ofyour head is tracked in real-time creatinga natural and intuitive experience.

    WHY THIS TECHNOLOGY IS RELEVANTTO MARKETERS: Virtual reality, throughdevices such as the Oculus Rift, providebrands an exciting opportunity to engagewith consumers in a fully immersive 360

    environment. With the technology, market-ing activations such as interactive productdemonstrations, entertainment, educationand incentive programs are amplified,bringing to the experience a level of realismand personal connection not previouslyavailable through typical digital programs.

    MUSIC

    Songza is a lifestyle enhancement platform

    that serves perfectly curated playlists tousers based on their mood or activity. Usertell Songza what they are doing or how theyfeel and with two quick choices, are servedthree playlists to choose from to make thatmoment of their day better.

    WHY THIS TECHNOLOGY IS RELEVANT TOMARKETERS: Music is an essential component to any traditional media program suchas TV or radio, providing tone and themeto a brands persona. Songza brings thesesame benefits to digital marketing pro-grams by offering premium, brand-curatedmusical playlists for consumers to shareand enjoy.

    NOTE:360i takes a technology agnosticapproach and only makes specific tech-nology recommendations for clients afterclose evaluation of the unique needs of theindividual brand or program. The technolo-gies here are not exclusive providers ofthese technologies, and are meant to berepresentative of their respective areas.

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    REAKOUT

    ESSIONSSESSION TITLE

    BREAKING THROUGHTHE CLUTTER WITHNATIVE ADVERTISING

    MAXIMIZING REACHVIA PAID SOCIAL

    GETTING TO GREATCONTENT

    STORYTELLINGVIA INFLUENCERMARKETING

    KEY TAKEAWAY

    Native advertising is not a newconcept, butthanks to digitalmarketers can now re-evaluate the

    advertorial. The keys to creatingeffective native placements todayare to focus on storytelling andscalability (either via tapping intolarge publishers or entering intocontent distribution partnerships).

    The social media landscape hasmatured to a point in which organicreach is no longer a guaranteeacross most major platforms.By leveraging expanding targeting

    capabilities, marketers can reachrelevant audiencesand do so attremendous scale.

    Getting to great content is not justabout having strong creative. Mar-keters should consider establishinga process that clearly defines rolesand responsibilities across an in-tegrated team of Insights analysts,strategists, creatives, communitymanagers and media buyers.

    The changing face of influencespells exciting times for marketers,who now have the ability to partnerwith a new guard of talented andcharismatic personalities that canhelp tell a brands story in waysnever before possible.

    CONTACT FOR MOREINFORMATION

    David RolloVP, Group Media [email protected]

    Amy PetermanDirector, Paid Social PracticeLead [email protected]

    Matthew WurstVP, GM of Social [email protected]

    Rebecca McCuistonSVP of Influencer [email protected]

    PRESENTING

    PARTNERS

    SUPPORTINGPARTNERS