Gaming, mobile and social TV are all moving at the speed of light. Do you need to reprioritise your marketing plans to make them the first, instead of last, on your plan?
Brought to you by M&M Global, Back to the Future took place on 13th June in London, and explored the art of engagement across these three big themes as well as how to integrate these best in all your marketing plans.
Despite the claims of delivering/wanting cross-platform integrated campaigns many agencies and brands alike are yet to put digital platforms on equal footing as their traditional counterparts, such as print, TV and out-of-home. Back to the Future explored the digital platforms which are currently being marginalised as an ‘add-on’ to a larger strategy – mobile, gaming, social TV – and offer the insights, tools and strategies needed to put these yet to be fully exploited platforms at the core of any campaign.
Watch the highlights from the event
BACK TO THE FUTURE – 13TH JUNE, THE BRITISH LIBRARY, LONDON
08.45 Registration and coffee
09.30 Welcome to Back to the Future
Martina Lacey, deputy editor, M&M Global
09.40 People don't talk to brands, they talk to people
Engagement is perhaps one of the most over used words when it applies to digital, what does it even mean and does it mean the same to all? The day will begin with a panel discussion on how brands are interacting with their consumers. The panel will include experts on mobile, social media and gaming and pose the question what engagement means to all these platforms separately? Can you really define it?
10.30 MORNING BREAK
11.10 - 12.25 Session 1: Getting back into the game
It comes as no surprise that people are both engaged and entertained when gaming. The level of technological sophistication of games and the increasing understanding of game production means that they can now easily be used as a marketing vehicle - whether through in-game advertising, smartphone applications, interactive banners or advertiser-funded games. Hear specific plans and results from an advertiser on how it has effectively reached their target demographic across multiple gaming touch points. We will also hear viewpoints from a leading gaming publisher and media agency.
Floris Jan Cuypers, vice president of corporate development & external communications, Spil Games
David George, marketing director, passenger cars, Mercedes-Benz UK
David Edwards, planning director, AMV BBDO
James Kirkham, managing director, Holler
14.00 - 15.15 Session 2: Staying mobile
Users are finally getting to grips with the capabilities of their handsets, marketers are beginning to understand mobile behavior and the mobile platform is starting to be explored to its full potential. The challenge now is how to make mobile marketing an indispensable part of the marketing mix, one that extends and enhances rather than replaces other channels. This session will highlight the importance of using mobile to reach and engage with your target audience. Get advice from a global advertiser on identifying and developing a more inclusive approach to mobile marketing.
Edward Kershaw, vice president client services telecom practice, Nielsen
Alex Meisl, chairman, Sponge
Paul Berney, chief marketing officer & managing director EMEA, Mobile Marketing Association
15.30 AFTERNOON BREAK
16.00 - 17.15 Session 3: Social TV: Beyond the water cooler
TV as we know has been changed forever and the social aspect of this new TV experience is transforming the way people interact with the media they consume, creating a unified TV environment that will drive engagement through social sharing and discussion. In this session we take a look at the challenges and the opportunities going forwards for media companies, businesses and marketers alike in the social TV place.
Ian Dendle, business development director, Europe, Shazam
Daniel Green , director of digital strategy & be innovation, digital solutions, VIMN
Nick Burcher, head of social media and digital innovation, ZenithOptimedia Worldwide
17.30 Summary & Close
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