The Hockey Day Play: How Branded Content Scores New Customers for Scotiabank
Heroes of Hockey Day in Canada is Scotiabank's first-ever serialized broadcast, digital, and social branded content series. With twenty 90-second episodes that air weekly on TV and online, Heroes features endearing kids, powerful stories about giving back to community, NHL superstar P.K. Subban and other hockey greats, and more. But how effective has this content series been in elevating the Scotiabank brand among consumers, and generating sales for the bank? Christine Wilby and Justin Lipton from the Scotiabank Brand and Sponsorship teams, respectively, will give BCON Expo attendees an exclusive look at the Heroes of Hockey Day strategy, and how the bank optimized and grew the branded content program over three hockey seasons.
The Millennial Movement - How BMO Delivers Branded Content to a New Demographic
With the launch of Vice Money, a new vertical within the Vice network, BMO forged an exclusive partnership and became the sole provider of financially-focused branded content for the media property's largely millennial audience. It wasn't an easy task, and in fact signaled a monumental shift in the way BMO marketed its services, and introduced a new target demographic for the bank. As one of the primary voices advocating for the launch of the BMO Vice Money project, Michael Letsche will take the audience behind the scenes of this branded content program, discussing the ways in which the bank seeks to target millennials with content that is relevant and informative, and also delivers ROI.
Between the Sheets of M Live: Real Time Marketing on Social
David Beebe takes a deep dive into the art and science of M Live - Marriott International's globally-located social media and real-time marketing command centers. In this keynote, David will share the story behind the M Live program, the strategy behind how data and technology come together to engage consumers in meaningful ways, and the ROI M Live delivers in winning the hearts, minds and wallets of the next generation of travelers. You'll leave this session understanding how content can create communities that drive commerce, with real-world examples and strategies to help take your social media and content efforts to the next level.
What's Next for Branded Content?
At the 2017 BCON Expo, the brightest minds in the branded content business will gather in Toronto on March 28th to dissect the latest and greatest work in this burgeoning space. Join us for the fifth installment of this must-attend event, where brands, agencies and creatives will gather to discuss what’s next on the horizon for branded content marketing.
Discover the newest information and strategies for:
- Brand content: the CRM & data superpower
- Measurement and ROI: what's your branded content worth?
- Breaking through to millennial consumers
They're Back! The New Brand Content Upfronts
Canada's top media companies will reveal their latest branded content opportunities, programs and strategies. Join us for:
- Branded content sneak-peeks
- The latest in data-driven content marketing
- Ground-floor opportunities