Brands are delving deeper into the digital content space to better engage and deploy a participatory audience. In this online playground, content is evolving to serve a variety of marcom roles, from PR to pop culture curator.

From topical and informative to pure entertainment, this panel focuses on the unique benefits of three successful campaigns that took very different digital-lead approaches: McDonald’s “Your Questions” is dedicated to frankly allaying food quality concerns; Nissan’s “GT Academy” began life as an online game; and Adidas “Originals” boasts a robust digi rollout involving celebs such as DJ A-Trak.

The session will explore the challenges and payback of the various models – such as brand-centric unique content, versus competing in the entertainment space.

Moderating:

Michael Grier
Business Development Director
Totem Brand Stories, A TC Media Company

Featuring:

Neal Bouwmeester
National Manager, Brand Communications
Nissan Canada Inc

Dino Demopoulos
Chief Strategy Officer
Tribal DDB Canada

Matt Di Paola
Global Chief Client Partner
Critical Mass Inc

Michelle McIlmoyle
Senior Marketing Manager
McDonald's Canada