Group Y Master Series: EXPERIENCE
Group Y, along with UCLA Anderson OC Alumni and Blue C Advertising, recently brought together leading marketers and entrepreneurs to discuss the rise of the experience economy and experiential marketing. The intimate, exclusive event Group Y Master Series: EXPERIENCE, hosted by Lea Kozin at Blue C headquarters in Costa Mesa, featured an immersive program of engaging speakers, a panel and one-of-a-kind live escape room and virtual reality experiences.
Keynote speaker John Loken, SVP Consumer Marketing at WME/IMG, discussed best practices in experience engineering and emphasized the importance of data usage to optimize the fan experience at live events. He cautioned against a focus on the product and advised an increased focus on the consumer, noting that engaged, loyal consumers are many times more valuable to a brand than consumers that interact on a transactional basis. Those sentiments were echoed in the panel following, where Street League Skateboarding VP Marketing, Molly Magnifico, explained that her department is experimenting with consumer data to customize and personalize offerings from content to events and merchandise. Patrick Bradley, EVP Brand Partnerships for Wizard World Comic Con, described the increased focus for brands to capitalize on the network effect of social media within niche sub-cultures, who tend to be fanatical.
Those sentiments were echoed in the panel following, where Street League Skateboarding VP Marketing, Molly Magnifico, explained that her department is experimenting with consumer data to customize and personalize offerings from content to events and merchandise. Patrick Bradley, EVP Brand Partnerships for Wizard World Comic Con, described the increased focus for brands to capitalize on the network effect of social media within niche sub-cultures, who tend to be fanatical. Zeality.co founder Dipak Patel talked about his vision to take experiential to virtual reality. Closing speaker Kelly Vaught,
Closing speaker Kelly Vaught, partner at leading experiential agency BeCore, passed along valuable best practices and words of wisdom from his most accomplished campaigns for Nike SB, Teva and others. Attendees were treated to dinner, an open bar and swag bags courtesy of event sponsors Wahoo’s, Kind Bars, Escape X Rooms and Unofficial Cardboard.
If you have questions about experiential marketing or would like to build your own experiential marketing program contact BeCore today!
