Archive for Lizzie Serber

Top tweets and pics from the iMedia Breakthrough Summit

Posted by Lizzie Serber on October 29th, 2014 at 12:29 pm

The iMedia Breakthrough Summit this October in Atlanta, Georgia was focused on innovative partnerships, concepts, and ways of doing business. So it's no surprise that some of the most cutting-edge marketers and solution providers were in attendance to take full advantage of a collective intelligence pool the size of Stone Mountain itself. Here are some of our favorite social media moments from a fantastic iMedia Summit:
Nichole Kmiec - @nicholekmiec - Happy to hear that agreeing on 'what does success look like' is difficult for all companies. There is no one size fits all. #iMediaSummit
Adam Telian - @ATelian33 - I just coined "programative." Mark your calendars! I made it up! Programmatic native buying is the next thing. #trademark #imediasummit
Michael Konowicz - @mjkonowicz - @Walgreens's @adamkmiec has his 5 & 7 year-old on @twitter. Are your senior leaders / clients on Twitter too? #imediasummit
Doug Robinson - @freshdigitalgrp - @LinaChirps - When it comes to technology, we have to fight the urge to say 'it can't be like that.' Because it likely can #imediasummit
Nic Yakimchuk - @nicyakimchuk - "Perfect is the enemy of good" @LinaChirps Short, wise and functional! #imediasummit
Courtney Hanson - @courtchanson - @KlicklyTeam is a cool tool for #nonprofits to get... Read more

Case study: Fisher-Price's crowdsourcing win

Posted by Lizzie Serber on October 27th, 2014 at 3:36 pm

At the iMedia Breakthrough Summit in Atlanta, Georgia, Olga Patel, senior manager of open innovation at Mattel, discussed Fisher-Price’s crowdsourcing strategy and how it has led to big success for the toy brand’s Little People line. Crowdsourcing, the practice of obtaining services, ideas, or content by soliciting contributions from a large community of people (usually online), can often be an inexpensive solution to business challenges that drives major brand loyalty and engagement, while also helping to ensure product success.
Patel explained how Fisher-Price utilized a crowdsourcing strategy to develop two new characters for its Little People, a toy line featuring a variety of characters that reflect a child's own community members. The traditional process for creating a new character can be lengthy and expensive. First, the innovation and marketing teams would meet to brainstorm about potential new characters. Designers would then render a number of characters (sometimes over a dozen), test them in focus groups, edit and re-render them, do quantitative analysis, and finally manufacture them with little certainty as to how successful the characters will be with the community. This process can cost upwards of $50,000 and take several months to come to fruition – and because focus groups can... Read more

The Universal Orlando Resort mobile experience

Posted by Lizzie Serber on October 26th, 2014 at 12:07 pm

During a fireside chat at the iMedia Breakthrough Summit in Stone Mountain, Georgia, Chip Gross of AKQA discussed the agency’s creation of a new Universal Orlando Resort Mobile Experience, which was designed to “make having fun easy.” Universal Orlando, comprised of two theme parks, a dining and entertainment complex, and four resorts, can be daunting and difficult to navigate for guests. Universal’s challenge was to help visitors have a better experience and take advantage of the park’s many amenities in a simple, easy way. AKQA tackled the mobile experience in 16 weeks, integrating functionality like browse by activity, browse by park, browse by location, and more.
Chris Crayner of NBCUniversal explained that by partnering with AKQA, they leveraged the best of mobile to build a common infrastructure that was navigation-based and scalable, so that it could be easily adapted for us at Universal Studios Hollywood. During the research phase, AKQA, NBCUniversal, and Universal Orlando examined top use cases to ensure that the mobile experience truly simplified the user’s visit, rather than creating more friction. They knew they needed a very robust platform to suit their visitors’s needs, so they took a cross-functional approach, consulting with park operations, attraction designers, marketing, and... Read more

iMedia and Burnham Marketing partner to "clean the world"

Posted by Lizzie Serber on September 9th, 2014 at 12:48 pm

On Monday, September 8, iMedia Brand Summit attendees gathered to assemble over 500 hygiene kits consisting of recycled soap, shampoo, washcloths, toothbrushes, toothpaste, razors, and more to benefit the Veterans Village of San Diego. VVSD assists homeless veterans who have substance abuse and/or mental health issues, including men and women who have recently returned from Iraq and Afghanistan. The kits also included handwritten notes of encouragement and gratitude to veterans thanking them for their service. Rick Ochocki, development manager at VVSD, said these notes in particular let their clients know that their service is appreciated, and that there is hope for the future.

This CSR Activity, the Clean the World ONE Project, is an important initiative to help offset the hospitality waste frequent industry travelers produce. Clean the World's mission is to prevent the millions of deaths caused by hygiene-related illnesses every day in two ways: collecting and recycling products discarded by the hospitality industry everyday, and distributing hygiene tools and products to those in need by partnering with companies like iMedia and VVSD.
Attendees were able to participate in this program at the iMedia Brand Summit thanks to a partnership with Burnham... Read more

Case study: How Upper Deck learned to "think different"

Posted by Lizzie Serber on September 8th, 2014 at 1:12 pm

How can you leverage the power of your brand to improve lives? How does giving back benefit a company's bottom line? During a poignant case study at the iMedia Brand Summit in Coronado, CA, Chris Carlin, senior marketing and social media manager at The Upper Deck Company, shared his firsthand story of how the company underwent a paradigm shift in marketing because of iMedia.

The touching story is encapsulated best in this video, produced by iMedia's David Zaleski:
The most difficult part about this campaign (and similar campaigns launched by The Upper Deck) was selling it into the executive team, as it didn't immediately drive the bottom line. Carlin's advice to those looking to implement similar programs in their own organizations: "Show them the dirty. Instead of deleting and ignoring the negative comments, organize them and use them," said Carlin. When the business owners wanted to make customers feel good about the brand, the #TeamJack campaign became easy to sell. The results may not be billions of dollars rolling in, but Carlin saw a major shift in brand perception, which creates sustained loyalty for The Upper Deck. Demonstrating his point, Carlin shared the following sentiment from a Twitter follower: "While other card... Read more