Journalists, Influencers And Consumers: Reaching The Right Groups At E3 2018

With 60,000 extra potential customers filing into the Los Angeles convention center alongside flocks of game developers, influencers and members of the traditional press, marketers at E3 2018 have found themselves with a wide swath of communication options, each with their own needs and tactics.

Reaching The Masses

Gaming and geeky collectible manufacturer Funko made its first-ever appearance at the Electronic Entertainment Exposition this year, partnering with GameStop to open a pop-up storefront selling their ever-popular Pop! figurines, including several produced specifically for the event and select GameStop locations.

“It’s something we’ve thought about for a long time. We are normally at a lot of the big big shows, but we have a really healthy and concerted video game business,” Mark Robben, Funko’s head of marketing, told AListDaily. “GameStop is a major partner of ours—we do a lot of exclusives and a lot of video game related figures and plushes with GameStop—so it just made sense to find that video game audience.”

With streams of general consumers walking the show floor, this year’s E3 played more along the lines of consumer-focused shows such as Gamescom and Comic-Con, according to Funko.

“We are here in the same way we exhibit at a lot of Comic-Cons like SDCC and NYCC,” Robben added, “but we wanted to come here and partner with GameStop and focus on video game related product, because E3 is a perfect fit for that.”

But even with long lines, quickly sold-out exclusive figurines, Robben was quick to point out that its goals aren’t limited just to sales figures.

“A lot of it is going to be wrapped up in sales, but obviously the chatter online too. What do fans think? Do they like the exclusives? Are they excited about them? Are people happy that we’re here at E3?” Robben asked. “Some of it’s quantitative, in terms of sales, and some of its qualitative, in terms of customer feedback.”

Like Funko, virtual reality developer Survios aspired to more than just hitting sales targets. As the company handles a wide variety of products and service, from a VR arcade to a licensed Creed boxing game to Electronauts, its music-making experience, its target audience is broadening just as E3’s is as well.

“At the end of the day we’re trying to bring VR to the masses,” said Mike Domaguing, vice president of marketing for Survios, to AListDaily. “We are are here really to play in the places where the mainstream understands or gets their news. And for us, E3 is that place.”

Influencing Influencers

But Survios isn’t just targeting the general consumer. To reach its disjointed target audience of industry insiders, journalists and influencers, Survios implemented a less centralized presence at E3 than heavyweights like Ubisoft and Activision. In addition to the standard gameplay demos so prevalent at shows like these, the company offered discounts to its VR arcade for non-adopters of the expensive technology.

Outside of the show floor, Survios made appearances at several events on the periphery of E3, hosting its own spectacle of a party, as well as appearing at another for Facebook Games, to reach media and industry insiders as well as the show’s growing influencer presence.

In terms of what we look for for success, there are a few things. The first one is how many consumers did we touch? How many people demoed? Second, we look for press visits, and that also means subsequent press hits. And third, we go award-hunting,”said Domaguing. “But finally, it’s about how much content gets created social-media-wise. How many hashtags did Creed get on, and how about that virality that we always talk about as marketers?”

Influencers are becoming just as vital to E3 marketers as the traditional press traditionally has been, according to NPD analyst Mat Piscatella: “Companies are shifting focus so they’re talking to those people as much as they’re talking to traditional press outlets.”

Facebook Gaming has pivoted its focus for E3 2018 to capture this growing segment on the E3 show floor.

“We’re really focused this year on the community of creators and influencers,” Rick Kelly, vice president of global gaming for Facebook, told AListDaily. “Where in years past we maybe had Oculus take the lead, this year we’re really focused on the community—fostering an environment for creators to communicate with their constituents and really develop a relationship long-term with these folks.”

According to Kelly, Facebook’s social-friendly activations at E3 this year, from neon emoji signs to a mirrored wall letting consumers create unorthodox Instagram Boomerangs, are targeted toward a very specific segment of E3 attendees.

We wanted to let the world know that we’re open for business when it comes to bringing creators onto the platform” Kelly said. “We haven’t focused too much on the consumer aspect of it, it’s more been around either the community of creators or some of the developers themselves, as we’ve tried to showcase some of our new products.”

Traditional Media, Traditional Tactics

While the influx of ordinary consumers and influencers has certainly changed companies’ tactics on the E3 show floor, the influence of traditional media has not been left by the wayside.

E3 is the biggest stage that the game industry gets for the entire year,” said Tony Key, senior vice president of marketing and consumer experience for Ubisoft, to AListDaily. “Nine of the 10 biggest press stories of the year are going to come out of that show.”

For Ubisoft, the added crowds from last year haven’t influenced the company’s tactics all that substantially.

We needed more game stations,” Key offered. “We needed a better system for getting people in line so they have to wait less time.”

The reasoning is fairly simple, according to Carter Rogers, research manager for SuperData.

They’re going to want people in the public to have a good experience,” Rogers told AListDaily, “the same as you would with someone in the press.”

For Gearbox, however, sticking to the traditional press outreach aspects of E3 has changed tactics tremendously. The publisher of We Happy Few eliminated B2C tactics from its roster entirely, focusing primarily on media coverage.

“We’re providing interviews and demo opportunities for our games,” Austin Malcolm, Gearbox’s PR manager, said to AListDailySince we’re just doing it press-focused, we didn’t have to do a big extravagant booth out on the show floor. This allows us to be a little more removed, have appointments—it’s all appointment based—and it’s away from the crowds.”

For Gearbox, the convention itself is a backdrop, offering press coverage during a time when gamers are most looking for press coverage to read. And what’s more, it’s convenient.

“This is when everyone is looking for good announcements. Everyone who wants to hear about games is tuning in, and we want to be a part of that conversation,” Malcolm added. “There’s plenty of meeting rooms all around us, so we’ve seen plenty of times before how the press will come in, have a great meeting and move on to the next room.”

While You’re Here, Why Not Come To Another Convention?

Gearbox isn’t the only company attempting to leverage the massive media and consumer presence at E3. Larger publishers such as EA, Bethesda and Microsoft have all launched their own conventions just before and nearby to the main E3 show.

Triple-A publishers are going to continue to move away from the event itself,” Rogers stated. “The big publishers are moving offsite because they can control the message and put on fan events without getting lost in the shuffle of all these other games.”

Massive fan events like EA Play and Xbox FanFest are easy to manage with massive franchises, fanbases and marketing budgets, but many smaller video game brands lack the resources and awareness to pull consumers into special satellite events.

Digital Extremes, makers of free-to-play game-as-a-service Warframe, however, are attempting to do just that.

“We’re at E3 this year to do two primary things: one is to promote our big update,” said Philip Asher, Digital Extremes’ marketing director, to AListDaily. “And also to hype up and promote and drive awareness for our big convention, Tennocon, in July.”

For a free game that’s been out for four years, maintaining community cohesion has been more important to Digital Extremes than wide-ranging one-off press coverage.

Normally, we don’t attend E3,” Asher added. “A lot of our focus goes into crafting an event that rewards those hardcore fans of Warframe.”

But as E3 itself has become more consumer- than press-facing, Asher claims that the show now more closely aligns with Digital Extremes’ community-centric approach to marketing.

“You’re seeing a lot of the big publishers showing gameplay content so people can imagine what playing the game is like,” Asher stated. “It falls in line with where Warframe‘s marketing has been going, which is livestreaming, directly talking to the community and showing gameplay. The larger events and conferences are starting to conform to that, and so we’re seeing more titles do that kind of marketing for their games.”

As large of an event as E3 is, the show’s shifting identity is causing many brands to take wildly different approaches to exposing their games to consumers, including opting out of the convention entirely.

“If you’re selling a game, the news cycle never ends now,” Piscatella summed up. “You don’t need to wait for E3 to really blow out your game.”

Cannes Lions 2018 Guide To Diversity, Inclusion and Activism

Cause marketing continues to drive the conversation at Cannes Lions this year, driving conversation about diversity, equality, helping communities and putting an end to sexual harassment. If changing the world gets you out of bed in the morning or you’re looking for a way to get started, you’re in luck—here’s where to find activism at the festival.

For more Cannes Lions events, check out our curated list.


#WomenCannes

When: Friday, June 22

Where: Everywhere in the marketing world

Hollywood is undergoing a revolution in which women draw the line against inappropriate and abusive behaviors still common today. The Time’s Up and #MeToo movements invited conversation, repercussions for offenders and caused a ripple effect through other industries and countries around the world.

Now, Cannes Lions is getting its own version of the movement—#WomenCannes—introduced by an anonymous group of self-described marketing professionals. The organization is inviting both men and women to wear black on the last day of Cannes Lions June 22. Those not at the festival are encouraged to wear black to work wherever they may be to illustrate how many qualified females are left out of Cannes Lions and show solidarity for the cause.

Women are encouraged to “roar” for their fellow lady marketers at the festival and can even wear temporary Women Cannes tattoos. (DM the organization on Instagram to get yours.)


Action! Diversity In Filmmaking: Beyond Empowerment To Execution

A discussion about why diversity and representation matters in filmmaking and how brands can foster change through mentorship and scholarship programs.

When: Thursday, June 21 from 3:00-3:45 p.m.

Where: Entertainment Stage, Palais II

Speakers:
Lena Waithe—AT&T Hello Lab ambassador, Emmy-award-winning writer, actor
Matt Castellanos—AT&T Hello Lab ambassador, filmmaker
Valerie Vargas—senior vice president of advertising and creative services, AT&T Mobility and Entertainment Group

Moderator: Maureen Polo—senior vice president, brand studio, Fullscreen


Marketing To Deeply Polarized Societies

Marketers are feeling the pressure to choose a side on polarizing social issues. This session explores ways to reach consumers on both sides of the issue using techniques and psychology.

When: Thursday, June 21 from 1:00-1:45 p.m.

Where: Debussy Theatre, Palais I

Speakers:
Kurt Anderson—author, entrepreneur, radio host
Jocelyn Kiley—director of political research, Pew Research Center
Chuck Porter—founder and chairman, Crispin Porter + Bogusky


Can We Refine Feminity With Creativity?

Hosted by CoverGirl, the session will discuss ways creators can challenge conventional assumptions about the expression of femininity, and push the boundaries of creativity by giving women the power to define it.

When: Friday, June 22 from 2:15-3:00 p.m.

Where: Lumière Theatre, Palais I

Speakers:
Katy Alonzo—group strategy director, Droga5
Issa Rae—CoverGirl ambassador, writer, actress
Ukonwa Ojo—senior vice president, CoverGirl

Moderator: Michelle Lee—editor-in-chief, Allure


How To Create More Gender-Inclusive Creative?

This interactive workshop explores inequality issues and outdated portrayals in marketing while offering hands-on solutions through a new framework, based on deep cultural understanding.

When: Tuesday, June 19 from 3:00-4:30 p.m.

Where: Workshop Room, Palais I

Speakers:
Andrew Geoghegan—global consumer planning director, Diageo
Grainne Wafer—global brand director for Bailey’s, Diageo


Young Lions Meet-up: Girl Bossing, Mischeifing, Leaning In

Open to all delegates, this gettogether highlights progress and opportunities in the female space instead of focusing on the negative, of which the world already has plenty.

When: Monday, June 18 from 12:30-1:30 p.m.

Where: Meet Ups Space, The Terrace

Speaker: Emily Hinks—founder, Mischief Makers


Searching For Syria: Using Technology For Good

Google, UNHCR and R/GA takes guests behind the scenes of a program that uses Google searches to educate internet users about the conflict in Syria and the resulting refugees. This talk will explore how interactive experiences and technology can be used as a force for good.

When: Monday, June 18 from 10:00-10:45 a.m.

Where: The Forum, Palais I

Speakers:
Andre Le Masurier—executive creative director, Google Brand Studio
James Temple—EVP and chief creative officer of EMEA, R/GA


The Death Of Masculinity And Its Impact On Creativity

A lively debate about how the “Death of Old-School Masculinity” will transform creativity and how brands message consumers, especially as the rise of gender fluidity also sweeps through society.

When: Monday, June 18 from 1:00-1:45 p.m.

Where: Lumière Theatre, Palais I

Speakers:
Michael Kimmel—SUNY Distinguished Professor of Sociology and Gender Studies, Center for the Study of Men and Masculinities
Amy Nelson—founder, The Riveter
Violet Chachki—Drag Queen, burlesque dancer, model, TV personality

Moderator: Faith Popcorn—CEO, Faith Popcorn’s BrainReserve


Meet Up: Women In The Creative Industries

Everyone is welcome to this networking event that celebrates girl power and creativity.

When: Thursday, June 21 from 10:30-11:00 a.m.

Where: Meet Ups Space, The Terrace

Speakers: Karen Kaplan—Chairman and CEO, Hill Holliday


LGBTQ&A

Ever had a question about the LGBTQ+ community but were too embarrassed to ask? Submit your questions anonymously and learn more about inclusion, stereotypes and ways to support this diverse community.

When: Monday, June 18 from 4:15-5:00 p.m.

Where: Terrace Stage

Speakers:
Tom Trevelyan—senior account director, Havas
Tea Uglow—show pony, Google

Moderator: Laura Jordan Bambach—chief creative officer, Mr. President


Diversity—A Values Issue And Business Imperitive—Requires Bold Action

A discussion about how diversity is good for business and what companies can do about it.

When: Tuesday, June 19 from 11:00-11:45 p.m.

Where: Lumière Theatre, Palais I

Speakers:
Edward Enninful—editor-in-chief, British Vogue
Antonio Lucio—chief marketing officer, HP
Thandie Newton—British actress
Tiffany R. Warren—senior vice president and chief diversity officer, Omnicorp Group

World Cup 2018: Brand And Social Media Conversations Will Dominate

When the 2018 FIFA World Cup kicks off on June 14, it’s not just soccer’s finest players that will have their once-in-a-four-year moment.

Brands seeking to build global awareness see the tournament as a platform to showcase innovative marketing techniques. Just like what’s transpiring on the pitch, there are epic successes and failures. The most successful advertisers will be the ones who figure out where to target their audience.

Carlsberg in the UK nailed it in 2014. This advertisement cleverly gave viewers a real taste of pub life in England in a country where the beautiful game is revered as much as its queen.

The unforgettable Head & Shoulders ad featuring England National Team’s Joe Hart stands out as a low-point. England was unceremoniously knocked out of the World Cup early in 2014, but the advertisement continued to run, much to the chagrin of English soccer fans everywhere.

According to FIFA, the television-viewing audience comprised three billion people in 2014, while another estimated 280 million watched matches online or on a mobile device. Yes, that’s millions and billions of eyeballs to cash in on.

For the 2018 games, there’s a significant difference as this one is being touted as the first real digital World Cup.

Mobile screens on phones and tablets create huge opportunities for both brands and the watching public. Now, these platforms have become much more sophisticated. Consider Instagram Stories, which hit in 2016. In terms of the World Cup that gives brands 15 seconds max to dazzle: a goal here, a cry of joy there.

According to Mediakix, which tabulated IG stories’ one-year anniversary, its daily active user base was over 300 million, translating into: “approximately 60 percent of Instagram’s 500 million daily active users are also viewing or publishing Instagram Stories content.”

What’s The Deal With Twitter

Then there’s Twitter. The social network cut a major deal with Fox Sports in January, which will be the exclusive English-language home of the World Cup. Per the deal, Fox Sports will produce a live hosted show with top soccer personalities as invited guests that will be streamed exclusively on Twitter from Moscow’s Red Square each match day.

Fox Sports will also provide real-time video highlights to Twitter, including every goal scored, player and coach interviews and press conference coverage.

The partnership demonstrates a breakaway from the traditional broadcast model, which has been suffering. Case in point: late in 2017, ESPN laid off 150 employees due to a lowering subscriber base and rising live broadcast costs.

For Twitter, its involvement with the World Cup signals that the platform’s time has arrived for online video.

Since the 2014 event, Twitter has developed a more mature video product, with live video and video-on-demand publishing capabilities.

“One thing that is objectively unique about the World Cup is the unabashed nature of the volume of conversation that we learned back in 2014,” said Andrew Barge, head of US sports broadcast partnerships at Twitter.

The 2014 World Cup created about 672 million tweets specifically around the event, according to company research. This is a deeply engaged global audience, and video can up the ante.

Alex Josephson, head of global brand strategy at Twitter, said the platform has a concentrated audience for soccer: 53 percent of users in the US either play soccer, watch soccer or follow soccer-related personalities on the platform. And 56 percent plan to watch the World Cup despite the US failing to qualify for the tournament.

Brand-Related Conversations

Josephson said brand-related soccer conversations are up year-on-year by a clip of 17 percent. Moreover, Twitter users are accustomed to—and expect to—hear from brands during events like these.

“That really sets up an interesting opportunity combined with the fact that we’re seeing soccer-related videos shared on Twitter year on year increasing at a rate of over 140 percent,” said Josephson.

For advertisers interested in seeing how this will play out, Tom Wiesman, senior director at Analytic Partners, said in general, Twitter doesn’t necessarily work well as an everyday advertising medium. But, for events like the World Cup and news, it’s a different story, “that’s when the ROI is much, much stronger,” said Wiesman.

Advertising for the 2018 tourney has already taken a hit.

FIFA—soccer’s governing body and organizer of the World Cup—was hit by multiple corruption scandals over the last few years. These have undoubtedly tarnished its reputation and hurt the bottom line, as this may be the culprit for Sony and Emirates Airlines not re-upping as official FIFA partners, said Wiesman. However, despite losing major sponsors, overall the top tier is up to eight, from six in the last World Cup.

Analytic Partners’ research finds the biggest decline is in the second tier of the World Cup’s commercial structure. FIFA has gone from eight to five in that category—Budweiser and McDonalds are the only returning brands, and six cut ties including Johnson & Johnson and Continental.

FIFA created the National Supporter tier in 2013 to sell new regional deals, but has struggled to fill it, seeing only three out of a possible 20 local brands come on board. That, however, could simply be a matter of dollars and cents. It’s still a significant investment to make for a smaller business when you compare it to a global brand.

Upscaling for World Cup Advertising

When you look at the scale of the advertising of the global brand powerhouses it helps to put it in greater perspective.

Hyundai Motor Company inked a deal with FIFA in 1999 through 2022 as the official automotive partner. Of the nearly 20-year alliance, Hyundai Motor Marketing Personnel said it has achieved its status goal of becoming widely known as a global car brand.

Part of Hyundai’s strategy it said, is to live and breathe with its fans in various ways.

This year, it’s sponsoring the “History of Football: The Greatest Story Ever Played” with the the History Channel. The 14-day program will broadcast internationally, exploring soccer in different countries.

The brand’s new fan engagement exercise is its online hub, the Hyundai Cheering Stadium. Fans log on, select a country of choice, enter a virtual stadium and hoot, holler, cheer, alongside thousands of other fans. A live cheer counter with both the supporting and opposing team match-ups show users how many other visitors are in the stadium.

Hyundai has also partnered with other soccer legends, such as Thierry Henry and Lukas Podolski in its “Hyundai World Football Heritage” series. These videos, sitting on platforms like YouTube and Facebook, cover fan culture through the eyes of each player.

Elsewhere, it’s evident that ad spend hit astronomical proportions. Adidas forged an alliance with FIFA 1970 when it became its supplier of the official match ball. For these games, the sports gear company brings together the intersection of athletes, musicians and culture to communicate that “creativity is the answer” to be successful on the pitch. Flashes of soccer players Lionel Messi, Luis Suarez, Paul Pogba, as well as musicians Pharrell Williams and A$AP Ferg, tennis star Caroline Wozniacki, soccer icons David Beckham and Zinedine Zidane and many more encourage breaking the rules, putting your own spin on things. What’s more, Adidas set it up so that viewers across geographies will get a different experience.

When you click onto the Adidas website, you get cutaways of famous athletes, video and photos, boiling down aspects of creativity. The campaign incorporates the hashtag #HereToCreate and runs on Facebook, Instagram and Twitter. Adidas has also signed on as presenting sponsor for Fox Sports streaming efforts across all digital platforms for the duration of the World Cup.

Visa launched its Russia World Cup campaign with a digital spot bringing soccer star Zlatan Ibrahimovic onboard as its representative. The credit card company’s FIFA World Cup sponsorship began in 2007. Here, Ibrahimovic appears in settings around the globe, to correspond to Visa’s “Everywhere You Want to Be” theme in its digitally-top-heavy campaign. The launch sees Ibrahimovic in a press conference announcing his return to the World Cup. Visa aims to capitalize on his 31 million Instagram followers by encouraging fans to follow his journey with the company on his social media account as well as its own.

The Human Dimension In Branding

Twitter’s Josephson said the successful brands do collaborate with soccer athletes or personalities. “That would really guide you where you actually have a unique value proposition to the audience—to say something or bring them content that is relevant to their interaction on Twitter,” he said.

This applies to all platforms, of course. The hero factor inspires people to be the best versions of themselves. The social component gives users the feeling of connectedness. By a single keystroke, engaging a user with his/her hero in some capacity suddenly makes these heroes within reach.

Twitter’s Barge points to the ‘human dimension’ the platform brings to brands. “It really allows them to join a global conversation and inject their personality or their values at a moment’s notice,” he said.

Because the World Cup plays on a global stage, brands willing to spend lots of cash to showcase their best marketing efforts may do well. As real-time continues to dominate, those that invest their eyes and ears in the digital space will come to understand how to win.

Cannes Lions Behind-The-Scenes: Warner Bros. Records’ Lori Feldman

Each year at Cannes Lions, the Entertainment Lions of Music is awarded to marketing teams for outstanding creative collaborations and original music content. This year’s jury president for the category is Lori Feldman, Warner Bros. Records executive vice president of strategic marketing. Feldman joined AListDaily to share insights into what makes a winner and why music is more important now than ever.

This year is the first time Feldman will serve as a jury president. She has attended Cannes “three or four times” and served as a juror in 2017, which serves as her best Cannes Lions memory to date.

“I had the most amazing experience with just fantastic people from all over the world studying the best work of the year,” said Feldman. “And it was the best work of the year—some of it was just extraordinary. I had the best time doing that.”

Can you tell us a bit about the voting process?

The beauty of this particular festival is that you have a global community entering and judging. Everybody comes at it from their own unique cultural lens and that’s where a lot of the debate comes in. The person from Germany is going to look at something differently than I will, as will the guy from Japan and the woman from London, for example. That’s where the debate comes through, especially when the work is not necessarily from an English-speaking country and we have to figure out what it all means. So much comes together by having this rich tapestry of human beings in the room.

How does your experience inform your judging and voting?

As an experienced marketer, I feel like I can look at things with a more educated eye. I’m not seeing anything we haven’t seen before, necessarily, but to be able to take marketing strategies and tactics we’ve seen before and turn them into something unique—that’s really special.

Do you consider marketing to be art?

Yes [it is art]. That’s actually one of the things I look for—does it move me just like a movie would or incredible music video? How does it make me feel? Do I think about it when I call it a day or when I wake up in the morning? That is definitely what I experience.

How has the nature of your work changed in the last five years?

The nature of my work hasn’t changed, how my team and I do what we do changes daily (laughs). As new platforms emerge and technologies arise, AR and VR become more important, AI is now something that’s compensated and utilized in music creation . . . I would say that every day is almost a different world when we come into work.

What do you think the future of partnerships between music and brands will be?

I see brands paying a lot of attention to niche audiences [and] developing artists because those niche audiences are really so remarkably engaged. There are many more artists to choose from when you’re not looking at superstars. Superstars are amazing and absolutely have their place and demand the highest fees, but it’s these developing acts and their audiences that spread the word every day. I think there’s a lot more investment in that area, I think it’s really exciting.

What is music’s place in our lives in 2018?

Music is remarkably important in every facet of our lives whether we know it or not. Music changes our mood and absolutely affects us wherever we are—it’s played everywhere whether it’s a song you know or background score you’ve never heard before. The proliferation of streaming music across the globe has made more listening for more hours by more people than ever before in the history of music. There’s nothing more relevant than music in culture and it’s actually upped its level of importance because of technology leading the way.

‘Hereditary’ Guerrilla Marketing Helps Box Office Success

Hereditary premiered in the number four box office spot this weekend, preceded by guerrilla marketing campaigns that helped lure an estimated audience of 1.4 million.

A24’s art-house horror flick marked a new high for the distributor, beating industry expectations and bringing in an estimated $13 million dollars within its first weekend.

The success of Hereditary’s opening weekend may boil down to its marketing, which garnered curiosity and conversation on social media. Attendees of a midnight screening found dolls on their doorsteps the next morning, for example, and other viewers were asked to wear a heart monitor.

“I think the dolls are a great idea,” Karie Bible, box office analyst and film historian at Exhibitor Relations, told AListDaily. “It is creepy and will easily go viral. Basically, the gist is to give the public a creepy PR stunt and they will spread the word via social media.”

Hereditary is far from the being the first to employ such marketing around a horror film, with PR stunts going back to the early days of film.

“Lon Chaney’s look as the ‘Phantom’ was kept out of all promotional material surrounding the 1925 release of Phantom of the Opera,” recalled Bible. “They wanted his terrifying makeup to be a surprise when it was finally unveiled.”

Reports indicate that nurses and ambulances were parked outside of movie theaters playing Frankenstein in 1931, standing by to help people who had fainted due to fright. Director/producer William Castle (Rosemary’s Baby, 13 Ghosts) took this technique well into the 1950s and ’60s, Bible added, awarding “coward certificates” to those who left the theater early or offering a life insurance policy for those who feared dying of fright.

“I think horror films can succeed at any time if they manage to strike a chord with audiences,” said Bible. “In the summer of 2017 Annabelle: Creation grossed $102 million. The summer of 2016 saw The Conjuring 2 rake in $102 million. The conventional wisdom is to release horror films on or around Halloween [but] that can often create a crowded marketplace and split the audience. Sometimes unconventional release dates can work to a film’s advantage.”

E3 2018 Networking & Party Guide

When the E3 show floor closes at 7 p.m., the real show is just beginning. The exposition is just as much about the after-hours E3 2018 parties and networking events as the convention itself. We’ve compiled the highlights, for your convenience.

Note that E3 badges are not required unless otherwise noted, and that most of these events require an RSVP.

EA Play

Electronic Arts’ landmark show, showcase and party occurs just before E3 itself, including the company’s game announcements, live demos, music and other community engagement activations. The event is free, but registration is required.

When: June 9, 2 p.m.-8p.m.; June 10-11, 10 a.m.-8 p.m.

Where: Hollywood Palladium, 6215 Sunset Boulevard

Xbox FanFest

Like EA Play, Microsoft’s FanFest offers up the publisher’s titles and content in a separate location, free of the E3 hustle and bustle. Tickets are $45, but feature guaranteed Xbox E3 Briefing seating, networking opportunities and plenty of party favors.

When: June 10-11, 10 a.m.-11 p.m.

Where: Microsoft Theater, 777 Chick Hearn Court

GGP At E3! Downtown!

Join the Gay Gaming Professionals for “an evening of cocktails and revelry,” giving an inclusionary chance to network with queer members of the game development community.

When: June 11, 7 p.m.-2 a.m.

Where: Redline Gay Bar, 131 E 6th St

Fortnite Party Royale

An invite-only party centered on the free-to-play battle royale sensation, though Epic Games has been tight-lipped on details. Interested Fortnite fans can enter to win tickets by coming by the game’s booth on the E3 show floor.

When: June 12, evening

Where: Pick up tickets at booth #2723 at the LA Convention Center

AdColony Margarita Mixer

Mobile advertising firm AdColony is hosting a small networking event at Rosa Mexicano, promising margaritas, Mexican food and mingling. The event is currently fully booked, but there’s always the chance to slip in in case of no-shows.

When: June 12, 7:30 p.m.-9:30 p.m.

Where: Rosa Mexicano, 800 West Olympic Blvd

PlayStation LGBTQ Party

PlayStation and the LA Gayming Society are hosting a party and networking event devoted to inclusion in gaming, both in the profession and hobby. Attendees will have the chance to play Sony games and win PlayStation systems and peripherals.

When: June 12, 7 p.m.-11 p.m.

Where: Precinct DTLA, 357 S Broadway

WIGI E3 Networking Party

A non-profit promoting diversity in game development, publishing and media, WIGI is hosting a networking event featuring performers from The Magic Castle, LA’s best-known (and likely only) magician-exclusive nightclub.

When: June 13, 7 p.m.-12 a.m.

Where: Exchange LA, 618 S Spring Street

Into The Abyss

Pearl Abyss, the developer of Black Desert Online, is hosting its first-ever company event, featuring a Q&A panel, drinks, snacks, giveaways and “other goodies.” It also takes place in a movie theater.

When: June 13, 6 p.m.-9 p.m.

Where: Regal Cinema LA Live, 1000 W Olympic Blvd

Netmarble/Kabam VIP Happy Hour

To celebrate Netmarble’s new office in Los Angeles, the company is hosting a happy hour at Karl Strauss Brewing Company, featuring free drinks and appetizers.

When: June 13, 4 p.m.-7 p.m.

Where: Karl Strauss Brewing Company, 600 Wilshire Boulevard, Suite 100

E-Coliseum X UMV E3 After-Party

The world’s first esports gym is hosting an afterparty for the convention, in partnership with UMV, ULT, DXRacer and Philadelphia Fusion, featuring free food and drinks.

When: June 13, 7 p.m.-11 p.m.

Where: E-Coliseum, 1006 S Olive Street

E3 2018: Game Publishers’ Contrasting Brand Strategies

Even before it was open to the public, E3 was the biggest event for the gaming industry in the US. Now, with a much broader reach, marketers from a wide variety of brands, from video games to energy drinks to toys, have adapted their E3 strategy to accommodate.

E3 is the biggest stage that the game industry gets for the entire year,” said Tony Key, senior vice president of marketing for Ubisoft, to AListDaily. “There are other shows, but nothing compares as far as bringing the industry together for a collective, huge display of all the cool things that all the companies are working on.”

For Ubisoft, the shift has forced the company to rethink and retool its presence on the show floor. Last year, Key admitted, the greater-than-expected flood of consumers led to long lines and rushed play sessions.

“The focus is on ‘how do we make it a better consumer experience?’ In previous years, it wasn’t necessarily a consideration,” Key explained. “For us, the consumer experience in previous years was based on quality of the press conference and the quality of the videos we put out there.”

For some, the common consumers on the E3 show floor are something to be avoided entirely. Gearbox has elected to skip the public show floor entirely—while promoting its long-developed game We Happy Few—instead holding private play sessions and interviews with professional games journalists.

This year, we got a private meeting space so we can treat it [as] it used to be,” Austin Malcolm, PR manager for Gearbox, told AListDaily. “The big goal for us is to remind people that we still exist and we’re coming out, and that it’s not just the game they saw two years ago.”

According to Malcolm, the standard demo booth show floor setup for many publishers at E3 may not serve all needs equally.

It’s more of an opportunity for something quick and fast-paced, something you can just jump in and play for ten minutes and move on to the next booth,” Malcolm said. “What also plays into it is how close you are to launch. It doesn’t really matter much to get a game really early in its development in front of consumer’s faces, because you still have things to polish, some things might change.”

Key, however, claims that letting the public play games earlier in development may help the publishers tweak their product.

“It gives us an opportunity to unveil [our games], or show how they’re coming along if it’s something that’s already been shown, and get feedback from players, from press, from influencers, from content creators,” he said. “We take a lot of action items out of that show.”

For Malcolm, the goal of letting players test out games is a simpler one.

I think it’s more important to be on a show floor like that,” Malcolm said, “so you can get consumers really excited about it right then and there, who then leave and then go reserve it on Amazon or GameStop or whatever retailer they purchase the game from.”

But both Ubisoft and Gearbox agree that one feature of their E3 strategy isn’t likely to be affected by the newly consumer-facing nature of the show.

I don’t anticipate major changes to how the companies roll out their press conferences. Those are turning out to be really huge moments for each of those companies,” Key stated. “More and more players are watching the press conferences online—that became apparent a few years ago—these press conferences are consumer events.”

Indeed, Malcolm made almost precisely the same point.

“[Press conferences] were already really consumer-facing, because the digital role was growing—even though consumers weren’t there at first, there were hundreds of thousands of consumers watching from YouTube or Twitch or any other streaming service.”

But even as consumers and influencers take up more and more space on the E3 show floor, the press will continue to take the most attention from marketers.

“Nine of the ten biggest press stories of the year are going to come out of that show next week,” said Key, “and it’ll be the same next year too.”

Cannes Lions Nine Tracks: A Marketer’s Cheat Sheet

Beginning this year, Cannes Lions has organized its programming into nine tracks—Communication, Craft, Entertainment, Experience, Good, Health, Impact, Reach and Innovation. Here’s what marketers need to know as they navigate the creative festival in search of inspiration.

For more Cannes Lions events, check out our curated list.


Communication

The Communication track at Cannes Lions is all about sending those creative ideas out into the world. For marketers, communication is more than writing copy or producing a video, however. It also means effective collaboration and partnerships behind-the-scenes and avoiding fragmentation across channels—not to mention being aware of changes in the world around us that will, or already are, impacting branded communications.

Some Marketers Involved:

Keith Weed, chief marketing officer, Unilever
Bozoma Saint John, chief brand officer, Uber
Fernando Machado, chief marketing officer, Burger King

Some Brands Involved:

Mars Inc, Uber, Burger King, Unilever, Google, WWE

Events You Might Like:

The Rise Of Hackvertising
Remember when a Burger King commercial hijacked Google devices by asking it about Whoppers? Burger King and its creative agency, David Miami will share how to emulate the attitude of hackers in marketing—defining a target, finding a way to “break in” and exploiting it for maximum impact. With the restaurant’s own mascot serving as moderator, this panel should be interesting, if not a bit strange.

Chief Creatives On The Beach
Sit down each day with some of the world’s leading creatives to learn about what inspires, drives and challenges them in today’s marketing landscape. Features a moderated panel and networking opportunities—you never know who you might be sitting next to!

What Creativity Can Do
Google’s Creative Lab gives a peek behind-the-scenes at how creativity is driving what matters next to Google, its partners, and the billions of users it serves.


Craft

Craft is the execution of ideas. For marketers at Cannes Lions, this track is about the latest techniques, technology and trends within the industry that impact how ideas are translated into effective marketing campaigns.

Some Marketers Involved:

Stephen Tisdalle, chief marketing officer, State Street Global Advisors

Some Brands/Agencies Involved:

Droga5, Tracks & Fields, Los Angeles Times, Great Guns

Events You Might Like:

Why Are Hollywood’s Stories And Marketing More Effective Than Ours?
A look at how Hollywood approaches creative content distribution, channel planning, consumer journeys and relationship management . . . and how that translates to brands. Features pop quizzes a few surprise guests.

Workshop: Super-Sonic Branding
What does your brand sound like? Music licensing company Tracks & Fields will explore this idea using Cannes Lions as an example. Attendees will learn the tools and methods to develop a music DNA for a brand.

Workshop: Stories In 6
A constructive study of the short form marketing message born to combat super ephemeral social media.


Entertainment

Marketing is now much more than a statement—audiences, constantly being fought over for attention, have come to expect a level of entertainment when interacting with a brand. Entertainment offers new opportunities beyond traditional advertising, but marketers will need to know about channels, technology and the challenges they will face in this growing arena.

Some Marketers Involved:

Zoe Clapp, chief marketing officer, UKTV
Harley Block, executive vice president, head of brand partnerships, Awesomeness

Some Brands Involved:

Hulu, Fuse, Condé Nast Entertainment, ESPN, Amazon

Events You Might Like:

The Future of Storytelling: Engaging and Influencing Next-Gen Audiences
A conversation between Condé Nast Entertainment president Dawn Ostroff, a global luxury brand, and a popular influencer will explore how brands are connecting with a new generation of consumers through content and storytelling.

Giving Filmmakers The Final Cut: What’s In It For Brands?
Discussing opportunities for brands to lean into original entertainment—including feature films and episodic series—and explore how marketers are handing over creative control to content creators.

Telling Your Brand Story Authentically In Esports
Presented by ESL, this session will explore the basics of esports and how marketing to this industry is different than marketing to any other audience.

Future Five: Video Trends That Power The Next Instagram Wave
Pop Sugar shares insights into the popularity of Instagram Stories and how its users interact with brands.


Experience

From the customer journey to branded experiences, this track explores multi-channel insight, design and transformation.

Some Marketers Involved:

Tor Myhren, vice president marketing communications, Apple
Claudia Willvonseder, chief marketing officer, IKEA

Some Brands Involved:

Apple, IKEA, Kantar Consulting, IBM IX, Comedy Central

Events You Might Like:

What’s Coming Next In Branded Consumer Experience?
Presented by the International Advertising Association, this panel discusses trends and developments that are shaping brand consumer space in the next 12-18 months.

Meetup: Retail Trailblazers
Networking event for professionals in the retail space to explore how marketers can deliver the “wow moment” and beyond.

The Festivalization Of Things (And Brands)
Comedy Central shares the story of how it found success by turning comedy shows into interactive fan experiences.


Good

Brands come together to make the world a better place. Talks in this track include talks about purpose, change and responsibility.

Some Marketers Involved:

Alex Weller, marketing director, Patagonia (Europe)
Antonio Lucio Global, chief marketing & communication officer, HP

Some Brands Involved:

Patagonia, HP, Droga5, Facebook

Events You Might Like:

Young Lions Meet-up: Girl Bossing, Mischeifing, Leaning In
Open to all delegates, this gettogether highlights progress and opportunities in the female space instead of focusing on the negative, of which the world already has plenty.

LGBTQ&A
Ever had a question about the LGBTQ+ community but were too embarrassed to ask? Submit your questions anonymously and learn more about inclusion, stereotypes and ways to support this diverse community.

Diversity—A Values Issue And Business Imperitive—Requires Bold Action
A discussion about how diversity is good for business and what companies can do about it.


Health

Healthcare marketing and biotech companies from across the world come together to share insights into the latest trends . . . as well as those disrupting the status quo.

Some Marketers Involved:

Alison Lewis, chief marketing officer, Johnson & Jonhson (Consumer)
Atilla Cansun, chief marketing officer, Merck (Consumer)

Some Brands Involved:

Johnson & Johnson, Samsung, Bank of American, AT&T

Events You Might Like:

Unbreakable Entertainment: A New Way Of Storytelling
Inspired by social media posts about cancer, Unbreakables is an upcoming brand entertainment platform that delivers inspiring content. TBWA and Fox Networks Group share the story of Unbreakables from conception to funding to debut and discuss how to propel healthcare storytelling into a new era of entertainment.

Can Creative Marketing Solve The Opioid Crisis?
BBDO and Ketchum share the story behind its provocative campaign “Prescribed to Death: A Memorial to the Victims of the Opioid Crisis” share what global marketers can learn about tackling stigmatized healthcare issues.


Impact

Marketing impacts many aspects of consumer life and with so much competition, brands strive to make a lasting impression. This track explores the challenges and techniques used to measure, value and impact effectiveness in branded communications.

Some Marketers Involved:

Marc Mathieu, chief marketing officer, Samsung Electronics America
Jason Levine, chief marketing officer, Mondelez
Syl Saller, chief marketing officer, Diageo

Some Brands Involved:

HP, American Express, Heineken, T-Mobile, eBay

Events You Might Like:

Redefining Creativity In The Data-Driven Age
McKinsey will unveil the findings of their latest study, focusing on how the best performing marketing organizations make creativity thrive in the data-driven, agile, post-mobile era.

Advertise Like You Give A Damn: The Future Of Effectiveness
This panel will debate, explore, and argue whether brands should look beyond the economic impact of our work to also measure net social and environmental impact.

Generating Growth Through Cultural Relevancy
This session will talk about the importance of dual media behavior amongst the global immigrant who consumes media from their country of origin in their now country of residence.


Reach

Here, marketers will learn about expanding an audience and reaching an intended demographic, as well as demographics they might not have considered in the past.

Some Marketers Involved:

Maria Garrido, senior vice president brand marketing, Vivendi
Jipeng Men, vice president, head of marketing, JD.com

Some Brands Involved:

YouTube, WGSN, Pew Research Center, Mars Inc, Snapchat, Twitter

Events You Might Like:

Meetup: Calling All Brand Strategists
Rub elbows with other marketers and share insights about strategic planning to create a brand strategy that works.

Marketing To Deeply Polarized Societies
Experts share the psychology of, and techniques for, reaching an audience divided without sacrificing one side for the other.


Innovation

In marketing, there is a time for playing it safe and a time to make waves. This track includes a wide range of topics from modern and emerging technology to changing brand perception.

Some Marketers Involved:

Tor Myhren, vice president marketing communications, Apple
Scott Galloway, founder, L2 Inc.; professor of marketing, NYU Stern

Some Brands Involved:

Apple, Tommy Hilfiger, Uber, eBay, PepsiCo, KFC, Lego, American Express, Facebook

Events You Might Like:

Human + Machine: Stronger Together In The Age Of Co-Creation
Microsoft and Adobe discuss future technologies that will drive the unprecedented opportunities of human and machine combining forces to co-create.

Biometrics: The New Frontier In VR Brand Experience
A look at how live biometrics create a real-time design feedback loop that enhances both creativity and ROI.

F*ck-Ups: The Mother Of Reinvention
Experts share their harrowing tales of failure and how they were harnessed into success. This panel hopes to teach an ability to accept failure, cut through friction, and move on more readily.

Was Bethesda’s “Stream Of Nothing” Trolling Or Marketing?

Bethesda Softworks recently joined a handful of other publishers in proving that you don’t need to do a lot to generate a lot of conversation around a new announcement. As a lead-in to the eventual release of the Fallout 76 teaser trailer, the video game publisher hosted a 24-hour Twitch livestream event featuring a statue of the franchise’s “vault boy” mascot and some other props, but little actually happened. Occasionally, alleged Bethesda employees would come out and silently rearrange props or put on a strange puppet show, but these highlights were few and far between.

Still, the livestream managed to peak at over 150,000 concurrent viewers, and SuperData estimates that the subsequent trailer generated more than 5.5 million views on YouTube within 24 hours despite the fact that neither offered much information about the game. Audiences were essentially being trolled with an hours-long joke that won’t be fully resolved until the company presents its E3 showcase on June 10.

But Bethesda isn’t the first to toy with its livestream audience. In 2015, over 11,000 people tuned in to Ubisoft’s 24-hour long zoom-out of a cave painting before the formal announcement of Far Cry Primal—a stunt that the publisher stuck with even after the title was leaked hours earlier.

More recently, Overwatch creative director Jeff Kaplan helped celebrate the holidays by sitting motionless in front of a lit fireplace, mostly staring contemplatively out into space for 10 straight hours on a livestream. The December 24 broadcast peaked with almost 45,000 viewers, who were “rewarded” with a faux character announcement at the end—the livestream “breaks up” and becomes unintelligible during the so-called reveal.

“The appeal of live video is that people do not want to miss out on what’s going to happen,” Twitch’s SVP of content Michael Aragon explained to AListDaily. “If you are a publisher of an awesome game, a popular content creator, or there’s a highly anticipated marathon or esports event coming up, there is a good chance fans will hang out in chat.”

Marketers may be attracted to the approach because of its ROI.

“It does not take much manpower or dollars to set up a livestream of Jeff Kaplan sitting in a comfortable chair or a Vault Boy statuette in front of a television,” said SuperData analyst Reggie McKim. “In return, you get thousands of engaged viewers speculating on what is going to be announced, news sites reporting on the strange stream, organic discovery from a portion of the Twitch audience, and increased interest in the YouTube trailer from those who want to watch it again.”

Whatever one might think of them, most agree that these hours-long teasers can be extremely effective conversation starters, which typically begin with chats on Twitch before moving on to other platforms as the media and other fans become aware of the livestream.

“You see this very interesting spread, with eyeballs in different places, even though you concentrated them all in one place with nothing less than 24 hours earlier,” observed Adam Sessler, co-founder of the AI-driven data analysis platform Spiketrap.

Judging by Spiketrap’s data, Bethesda’s Fallout livestream probably peaked when people heard about it and tuned in to see what was going on. There are two large viewership spikes with the second occurring right before the trailer plays, indicating that many eventually figured out the joke, since 2015’s Fallout 4 announcement was preceded by a 24-hour countdown clock, then decided to drop out and return later.  

An “extraordinarily high” number of people remained in Twitch’s chat after the trailer was shown, averaging about 255.2 message per minute, even though they were watching a black screen. There was also a great deal of activity across Twitter, YouTube and Bethesda’s forums as fan speculation led to more chatter about the trailer in anticipation of what might be in store at E3.

“People try to fill the void when given a little bit of information,” said Sessler. “[But] people get in on the joke pretty quickly, and they have fun with that. They might say that they’re being trolled, but they might enjoy it—it’s not an antagonistic relationship.”

Relatively few people had anything negative to say about the long-teasing livestream itself, except for those who thought the whole thing might be a hoax with nothing to do with Fallout at all. Instead, the overall sentiment was positive, but tempered by later rumors that Fallout 76 would be an online multiplayer game—something that fans were not enthusiastic about.

But even with the negative speculation, the long tease provided a big payoff for Bethesda. The Fallout 76 announcement brought in 473,837 engagements, which is almost 3x higher than Rockstar’s May trailer for Red Dead Redemption 2, which revealed the game’s characters, setting and the release date.

Kaplan’s Overwatch Yule Log stream didn’t have as many viewers as Fallout’s, but that could be because of the holiday timing. Another difference is that the number of viewers remained relatively consistent with no major spikes throughout the 10-hour period, possibly because the broadcast didn’t go overnight and people couldn’t guess its duration.

Although there appear to be strong returns, instances of these kinds of livestreams are too rare to predict whether they would work for other brands. Activision’s more straightforward Call of Duty: Black Ops 4 announcement, where a great deal of information was relayed on livestream, generated over 145,000 more engagement than the Fallout 76 stream, and it didn’t need a whole day to do it. But there is a consequence to being forthcoming, in that you give viewers more specific things to misinterpret, become irritated over, and simply be negative about.

“Once you get into specific discussions, you tend to see sentiment drop a little, despite whatever promotional opportunity it is,” Sessler explained. “You’re giving people more reasons to be nasty.”

At the same time, it’s unlikely that Call of Duty’s fanbase would have taken well to being joked with in this way. The Fallout franchise is generally known for having a sense of humor, and it has been almost three years since the last game came out. On the other hand, a new Call of Duty game releases annually, with ties to esports and other endeavors, making informative livestreams necessary. Brands need to carefully consider their audiences before messing with them.

Adam Lieb, CEO at video games marketing and analytics platform Innervate, attests to the effectiveness of the teasing approach. Innervate found that there were over 10 million combined impressions on Twitter for the terms “#PleaseStandBy” and “Fallout 76.”

“More than a tweet or other promoted content, Bethesda created a tune-in moment for their fans, where the community could speculate while sharing Easter eggs from the stream,” said Lieb. “As for downsides, there aren’t many that would turn off existing fans—they are going to make their purchasing decisions based on the game’s content and loyalty to the franchise and studio.”

Lieb further explained that being trolled is part of the experience, and it can even be fun for those who don’t quite get the joke. Stories of people falling asleep in front of their computers while watching an 8-hour stream of nothing makes for tales that might appeal to casual fans. But one risk is that audiences may respond negatively if they feel that they’ve seen this sort of thing before and are “over it,” or if the eventual payoff disappoints them.

But, he also notes that success may depend on a fanbase that will probably purchase a game regardless of this kind of marketing approach.

The bigger question is whether it can drive attention for players who aren’t already fans of a franchise and if it can convert them to customers.

Other publishers are likely to emulate this long-tease approach and offer their own twist, which is almost sure to eventually wear down its novelty. Lieb advises brands to creatively find ways to spread their message while determining what works for their community and their company voice.

Aragon also affirmed that the Twitch community is always ready to reward creativity and showmanship.

“I wouldn’t say that it’s a slam dunk every time, and we don’t know how many times it can be replicated before it becomes normalized,” Sessler added. “But I think it engenders goodwill with a different type of excitement that’s easy to exploit.”

Sessler believes that teasing the audience works when handled correctly. When viewers get a sense that the publisher and developer are having fun, even at a subliminal level, it can be infectious. All the speculation and anticipation will pay dividends in the final reveal, when all the uncertainty is dispelled and questions are answered.

But he also notes that, “Trolling without confidence is a bad idea. If you’re willing to go down this path, you need a sense of confidence in your product and community.”

Right now, novelty, combined with a fanbase that appreciates the joke, appear to be key factors. There’s no telling how audiences will take to the long tease in the future, especially as more entertainment brands experiment with the approach.

For instance, HBO got thousands of viewers to watch a block of ice melt with the Game of Thrones seventh season premiere date inside, but some media outlets and viewers wrote equally chilly responses to it. Similarly, some found Far Cry Primal’s stream worrisome, since the mystery was revealed midway through but Ubisoft still persisted with a ruined joke.

“If this strategy becomes the norm, the consumer may become fatigued with keeping an eye and ear on the livestream for hours,” said McKim. “Instead, they may just wait for the YouTube trailer to release or for multiple news sites to report on what happened.”

A Guide To Cannes Lions 2018 Events

Cannes Lions events are everywhere and there is so much to see and do for marketers, it might seem overwhelming. We’ve got your back—here are some of our top picks for marketing-focused events happening during the week.

Monday, June 18


Wake Up With The Economist

Each morning on the beach, a panel of three leading global CMOs from different sectors share insights into their industries and how they overcome challenges.

When: 10:30-11:30 a.m.

Where: Cannes Lions Beach, Outdoors

Speakers:

Marc Mathieu—CMO, Samsung Electronics America

Syl Saller—CMO, Diageo

Godert van Dedem—VP and CMO EMEA, eBay

Moderator: Rosie Blau—editor, 1843


Biometrics: The New Frontier in VR Brand Experience

This session explores how the effect of biometrics on brand/audience engagement while measuring VR campaign efficacy. Guests will learn how to to use live biometrics to create a real-time design feedback loop and learn about how the technology is used within the VR marketing space.

When: 11:30 a.m.-12:00 p.m.

Where: Interactive Stage, Palais II

Speakers:

Graeme Cox—CEO, founder, Emteq

Adrian Leu—CEO, Inition


Disruptive Creativity: The New Model For Marketers

This session will identify the link between creativity in communication and the innovation in products, services and business models by unicorns such as Tesla, Uber and Airbnb.

When: 1:00-1:45 p.m.

Where: Innovation Stage, Palais II

Speakers:

Emily Kraftman—head of marketing, UK and Ireland, Deliveroo

Sherry Li—general manager of global brand and PR, BYD

Vineet Mehra—CMO, Ancestry.com

Moderator: Doreen Wang—global head of BrandZ, Kantar Millward Brown


Future Consumer 2020

Analyst firm WGSN predicts what consumers might be like in the not-to-distant future and what marketers can do to gain their attention.

When: 4:15-4:45 p.m.

Where: The Forum, Palais II

Speaker: Andrea Bell—director of insight and executive editor, Americas, WGSN


Tuesday, June 19


What’s Coming Next In Branded Consumer Experience?

Experts share the latest trends and developments that will impact marketing over the next 12-18 months.

When: 10:00-10:45 a.m.

Where: The Forum, Palais II

Speakers:

Tim Kobe—Founder/CEO, Eight, Inc.

Nancy Kramer—chief evangelist, IBM iX

Moderator: Felix Taturu—chairman/world president, International Advertising Association


Wake Up With The Economist

Each morning on the beach, a panel of three leading global CMOs from different sectors share insights into their industries and how they overcome challenges.

When: 10:30-11:30 a.m.

Where: Cannes Lions Beach, Outdoors

Speakers:

Andrew Clarke—chief marketing and customer officer, Mars, Inc.

Marc Pritchard—chief band officer, P&G

Raja Rajamannar—chief marketing and communications officer, Mastercard

Moderator: Rosie Blau—editor, 1843


Taking Risks And Building Brands

These three women discuss how they’ve built, and in many cases rebuilt, their respective brands, the challenges they’ve had to overcome, and the lessons they’ve learned along the way, which has led them to blaze new trails in predominately male-dominated industries.

When: 11:00-11:45 a.m.

Where: The Forum, Palais II

Speakers:

Bozoma Saint John—chief brand officer, Uber

Lilly Singh—YouTube content creator, entrepreneur

Stephanie McMahon—chief brand officer, WWE


Future Brands

Davis shares insights into Glossier’s growth strategies and what brands must do to keep up with their customers.

When: 4:00-4:45 p.m.

Where: The Forum, Palais II

Speakers:

Carla Buzasi—managing director, WGSN

Henry Davis—president and COO, Glossier


Wednesday, June 20


Wake Up With The Economist

Each morning on the beach, a panel of three leading global CMOs from different sectors share insights into their industries and how they overcome challenges.

When: 10:30-11:30 a.m.

Where: Cannes Lions Beach, Outdoors

Speakers:

Antonio Lucio—chief marketing officer, HP

Elizabeth Rutledge—chief marketing officer, American Express

Moderator: Andrew Palmer—business affairs editor, The Economist


Fearless Change: A New Era Of Boundary-less Marketing

Jipeng Men will explain how retailer focus needs to change with the merging of marketing and technology.

When: 11:00-11:45 a.m.

Where: The Forum, Palais II

Speakers: Jipeng Men—vice president and head of marketing, JD.com


Future Five: Leveraging AR And Gamification To Bring Brands To Life

Snatch shares the top five ways brands, music and films can journey through the real world with augmented reality.

When: 2:00-2:30 p.m.

Where: Trends Stage, Palais II

Speaker: Joe Martin—founder, Snatch


Thursday, June 21


A CMO’s Zeitguide To What Matters

This session is exclusive to senior marketers attending Cannes Lions. Bringing together insight from his work with CMO clients, and the conversations throughout the week of Cannes Lions, Zeitguide’s Brad Grossman will cover the cultural and business forces commanding leaders and their organizations to embrace transformation.

When: 10:15-11:00 a.m.

Where: The Brand Marketer’s Creative Summit, Palais I

Speaker: Brad Grossman—CEO, Zeitguide


Wake Up With The Economist

Each morning on the beach, a panel of three leading global CMOs from different sectors share insights into their industries and how they overcome challenges.

When: 10:30-11:30 a.m.

Where: Cannes Lions Beach, Outdoors

Speakers:

Dario Gargiula—chief marketing officer, Diesel

Alison Lewis—chief marketing officer, Johnson & Johnson

Diana O’Brien—global chief marketing officer, Deloitte

Moderator: Zanny Minton Beddoes—editor-in-chief, The Economist


Chief Marketers’ Learnings From Cannes Lions

Following the annual Cannes Lions/ANA CMO Growth Council summit at the Festival, this session will see a panel of leading global CMO council members explore the key highlights from their meeting and core areas of focus for the future from the global marketing agenda.

When: 11:00-11:45 a.m.

Where: Salle de Presse—The Brand Marketer’s Creative Summit, Palais I

Speaker: Marc Prichard—chief brand officer, P&G


The Future Of Immersive Content And Marketing

As technology advances, immersive mediums will become essential engagement channels for brands. Join Greg Furber to learn how marketers can break through the clutter with these new engagement tools, and get hands-on with some tech.

When: 11:30 a.m.-12:00 p.m.

Where: Interactive Stage, Palais II

Speaker: Sol Rogers—CEO and founder, Rewind


Effectiveness In Marketing And Creative Agencies—What’s The Future?

Two panels: one agency-side and one client-side, will address the issues and opportunities facing our industry in bringing to life the real value of creativity in the boardroom.

When: 4:50 p.m.-6:00 p.m.

Where: Salle de Presse—Effectiveness Uncanned, Palais I

Speakers:

Dan Burdett—senior director of marketing innovation and head of EMEA Marketing Lab, eBay

Adrian Farina—senior vice president of marketing, Europe, Visa

Tracey Follows—chief strategy officer, Wired Consulting

Janet Markwick—global EVP commercial operations and production, Y&R

Brent Nelson, chief strategy officer, Leo Burnett North America

Debarshi Pandit—head of multicultural business and special projects, Sky Media

Kathryn Patten—head of marketing strategy, IPA

Alexander Schlaubitz—vice president of marketing, Lufthansa

Moderator: Harjot Singh—chief strategy officer, McCann Worldgroup EMEA


Friday, June 22


Wake Up With The Economist

Each morning on the beach, a panel of three leading global CMOs from different sectors share insights into their industries and how they overcome challenges.

When: 10:30-11:30 a.m.

Where: Cannes Lions Beach, Outdoors

Speakers:

Nick Drake—executive vice president of marketing and experience, T-Mobile

Anuraag Trikha—global director of marketing communications, Heineken

Moderator: Andrew Palmer—business affairs editor, The Economist


From Viral Product To Leading Brand

Ride-share giant Uber discusses the pitfalls and the future of performance marketing and brand building at data-driven tech companies.

When: 12:00-12:45 p.m.

Where: Innovation Stage, Palais II

Speaker: Patrick Stal, head of marketing EMEA, Uber