As social increasingly focuses on “live” events (Facebook Live, Periscope, Snapchat Stories, Live-Tweeting), social teams are being asked to quickly and dynamically execute innovative and creative live events. The big question is: What does it actually take to produce a successful live event or campaign? How much is really done ahead of time vs. on-the-spot? How do you get around creative and legal barriers? How do you shorten turnaround times and approval processes? In this panel session, we’re going to break down the realities and myths of live social events – uncovering the best practices, recommended processes, challenges and pitfalls. We’ll use Miller Lite as our main case study, as a brand who has quickly and intuitively created live activations built from social insights. Our panel of experts will be comprised of key members from the Miller brand and agency team, including the Creative Director, Executive Producer, Social Strategist, and Miller Lite brand team member.
Session participants will learn how to:
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Alex is an Associate Director of Creative Strategy at Digitas who believes that curiosity is the difference between boring and breakthrough in the art of brand-building. He wrestles data, observation and understanding into insight that drives the Miller Lite and PPG Paints businesses forward, one idea at a time. Previous work includes Jimmy Dean, Hillshire Farm, Jenn-Air, and Mondelez International. A lover of stories, Alex can be found improvising on stages throughout the city.
With 14 years in the industry, Andrea has worked on integrated campaigns across a wide range of categories and brands including Jaguar, Clearasil, Samsung, Allstate, and now, Miller Lite. Her work has majored in global and sports sponsorships at different times, and the two came together when she spent a couple of years at the NBA in Marketing Partnerships with the Coca-Cola global team. Andrea believes that providing consumers with utility is the best way to form enduring brand connections.
Justin focuses on creating communication strategies that help build connections with consumers through social media — all focused-on brand definition, consideration and sales. His history of building and measuring social media success includes clients such as Miller Lite, Glidden Paint, Club Med, Delta Airlines, Hard Rock Hotels, Firehouse Subs, Pilot Pen, Wonder Bread, and Cooper Tires.
Brian is a brand manager on the Miller Lite team, and has been leading summer activation for the brand since 2016. This includes all consumer facing content on social and digital, as well as retail facing content. Brian has been in brand marketing with MillerCoors for 3 years, previously working on Economy and Emerging brands for the business. Prior to MillerCoors, Brian previously worked at BP and received his MBA from Kellogg School of Management.