10:50AM - 11:35AM
Case Study Series: Attracting Consumers Using Branded Entertainment and Brand Sentiment
1. Interbrand: The agency perspective and strategy using Branded Entertainment.
2. Shaw Media: A look a branded entertainment through case studies from US and Canadian broadcasters, covering product and storyline integrations, host and talent vignettes, umbrella brand associations and more.
3. DEI Worldwide: Influencing Brand Sentiment Online: How Identity Theft Protection Leader LifeLock Used Social Media To Change a Negative To a Positive.