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BIMA - 6th Annual Cross Media Forum
When: Wed September 22, 2010 8:00 am
Organization: BIMA
Location: Boston Marriott Copley Place, 110 Huntington Avenue, Boston, MA
Website: http://www.bima.org/events/1543.cfm
Moderator: Sean Corcoran - Senior Analyst, Forrester Research
The BIMA Cross Media Forum brings together leading agencies, marketers and publishers to have an open dialogue on the challenges, successes and realities of executing across multi-media platforms. Now in its sixth year, this half day forum will offer actionable, solution-oriented recommendations from four case studies for planning and measuring successful integrated campaigns.
| Boston.com Case Study Info Coming Shortly! |
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CARNIVAL CRUISE LINES: Weather Trigger Campaign |
| When planning Carnival’s local marketing strategy for 2010, MPG/Media Contacts saw an opportunity to make an impact in markets where Carnival’s BDI was lagging. While it would take a significant investment to sustain growth in these “develop” markets, they shared one distinct commonality: all suffered from harsh winters. The agencies, along with creative sister Arnold, built a multimedia plan founded in the idea that delivering a highly relevant weather focused message could quickly move the needle in the important Q1 time period. |
| Olympus “Look What You Can Do” Launch Presented by: Dustin Johnson - VP, Creative Media, Mullen and Jennifer Biagiotti - Media Supervisor, Mullen |
| In this presentation, Dustin Johnson and Jennifer Biagotti of Mullen will review the media and creative campaign they developed for the launch of Olympus E-PL1. The case study will review the challenges and objectives the campaign sought to address, how the approach took shape, and will demonstrate several unique examples of media integration. Tdiscussion will pay special attention to the high level of coordination between media and creative to develop the campaign and the results. |
| Agilent Technologies: Breathing New Life into Life Sciences Marketing Presented by: Michelle Boudreau - Director of Strategic Planning, PARTNERS+simons; Anthony Henriques - Creative Director, PARTNERS+simons; Steve Lynch - Creative Director, PARTNERS+simons; Cindy McKnight - Director, Contact Planning, PARTNERS+simons |
| PARTNERS+simons recently launched a new product line for Agilent Technologies. The multi-media campaign included traditional channels such as print, but at the heart of the campaign was a viral video using puppets. Yes, puppets. P+s wrote, shot and produced two versions of the video—one to tell Agilent’s story and the other for users to personalize and send to friends and colleagues via social media and email. The results will surprise you. |