I had the pleasure of attending (and tweeting) AiMA’s October event, Interactive Creative Engagement. The panel discussion (moderated by Coca-Cola’s Capabilities & Communities Manager, Amanda Thompson) revolved around how engaging and interactive media drive consumer interaction, dialogue, and ultimately brand affinity and sales volume. The panelists at this event included representatives from three big brands: CNN, Chick-fil-A, and Cox Media Group. Below is a recap of what each panelist discussed with the group:
Leon Levitt, VP Digital Media at Cox Media Group reviewed the creative displayed on ajc.com & walked us through the McDonald’s Barista Challenge. Key points that Leon stressed were:
- Good, spectacular creative can make a difference
- Old rules still apply: contact drives eyes, eyes drive revenue, good creative will have an impact, don’t apologize for being intrusive
Michael McCathren, Interactive/Digital Marketing Lead at Chick-fil-A discussed the evolution of the Chick-fil-A cows and the emergence of their (the cows) new website: eatmorechicken.com. Michael spoke about taking risks with creative and the importance of helping your clients feel good about taking such risks.
Adam Naide, Sr. Director of Audience Experience at CNN Worldwide gave the audience a run through of the CNN Challenge which was created to combine the excitement of competitive trivia games with the fun of social online gaming.
Goals of the CNN Challenge:
- Build consumer affinity w/ the brand & talent
- Increase engagement
- Promote sampling of CNN content
- Drive revenue through sponsorship
Below are a few notable tweets from the event:
ewendkos: #aima listening to presentation from Leon Levitt – we can not be too intrusive so long as we have great creative +biz model
JermoH: Summary of Cox’s Leon Levitt: People will respond to great creative. Creative developers, step your game up! #AIMA
DianaBaldwin: Eatmorechicken.com launched last week. Interactive branding. Active branding. #AIMA
GumboShowJoe: #AiMA Michael M from Chick-fil-A empasized that you should push creative and risk with interactive media.
JermoH: cnnchallenge.com looks fun and is going to be a total productivity killer in offices nationwide! #aima
bsteve76: Naide sez CNN tries to be different and provocative w/content. #CNN #aima
To read more of the tweets from this event, checkout the hashtag #aima in Twitter. The next AiMA event will be on Wednesday, Nov. 18 and the topic will be: Mobile Marketing – How mobile is more than texting, tweeting and talking.
AiMA Recap: Interactive Creative Engagement
Leon Levitt, VP Digital Media at Cox Media Group reviewed the creative displayed on ajc.com & walked us through the McDonald’s Barista Challenge. Key points that Leon stressed were:
Michael McCathren, Interactive/Digital Marketing Lead at Chick-fil-A discussed the evolution of the Chick-fil-A cows and the emergence of their (the cows) new website: eatmorechicken.com. Michael spoke about taking risks with creative and the importance of helping your clients feel good about taking such risks.
Adam Naide, Sr. Director of Audience Experience at CNN Worldwide gave the audience a run through of the CNN Challenge which was created to combine the excitement of competitive trivia games with the fun of social online gaming.
Goals of the CNN Challenge:
Below are a few notable tweets from the event:
ewendkos: #aima listening to presentation from Leon Levitt – we can not be too intrusive so long as we have great creative +biz model
JermoH: Summary of Cox’s Leon Levitt: People will respond to great creative. Creative developers, step your game up! #AIMA
DianaBaldwin: Eatmorechicken.com launched last week. Interactive branding. Active branding. #AIMA
GumboShowJoe: #AiMA Michael M from Chick-fil-A empasized that you should push creative and risk with interactive media.
JermoH: cnnchallenge.com looks fun and is going to be a total productivity killer in offices nationwide! #aima
bsteve76: Naide sez CNN tries to be different and provocative w/content. #CNN #aima
To read more of the tweets from this event, checkout the hashtag #aima in Twitter. The next AiMA event will be on Wednesday, Nov. 18 and the topic will be: Mobile Marketing – How mobile is more than texting, tweeting and talking.