So we’re sitting around and shooting the breeze with Gautam Ramdurai of Google and discussing cultural patterns and social trends on YouTube. Yeah, that happens every day. Well it does if you’re at the round tables at an IEG conference. Gautam (pronounced Gotham) has flown in from New York to unseasonably warm Chicago. He suspects some kind of sorcery is at work and as we delve into new media and new consumption it’s easy to see that Gautam loves his work and is passionate about the details.
Pretty soon we’re talking about PewDiePie and the fact that Gamers are here to stay and that YouTube has created authentic and raw stars for a new moment in time. And how brands are looking to align themselves with this authentic media content that is happening moment to moment, here and now.
Speaking of moments, Thomas van Schaik, Global Brand Director of Adidas, and his team created plenty of special ones at the World Cup and on stage at IEG. Thomas and his team took big-time risks with Adidas Brazuca at the World Cup and delivered big time results. Thomas showed us how Adidas took moments in time – personal moments, cultural moments and brand moments and transformed them into something magical. Adidas brought maximum attention to the epic size of the intimate moment.
Furthermore, Thomas and his team were willing to walk away from a brilliant campaign in order to respect the beautiful game.
In perhaps the most emotional of the presentations, Ahmet Abaci, Vice President Brand Marketing & Management at Mizuno USA reminded us of the “purity of sports” and the integrity of athletics in the world. I couldn’t help but deeply connect with the transformative power of sports and the personal effect that it has had on me in all stages of my life. Ahmet brought a spiritual approach to making an impact in the world and the Mizuno brand with initiatives like #ifeverybodyran and #playfamously and the Mizuno Baton Back on my Feet. Mizuno makes vital differences in the world and with what is really at stake: our health. Ahmet quoted someone as saying, “Racing ends, Running does not.” On a personal level this meant take care of yourself.
And so the IEG Conference comes to an end . But at Festivee, the running does not. We are already feeling the long lasting effects of the conference in our attitudes and conversations. But how can you a make an even longer lasting impression with a conference or festival or event?
How can you extend that window of opportunity and expand the moments – cultural and personal? Well, we have a solution in our virtual venue where we capture those moments in time and give them more staying power on the web, on OTT and in the palm of your hand in the form of an App as you go mobile out of the conference or the festival and into the rest of your life.
As Jim Andrews and Lesa Ukman wrapped up the conference in the final hour, we were able to see that the IEG conference is time well spent and money well invested in new friends, new inspirations and a new opportunity to build a strategy around love. Thank you, Chicago.