Marketers face a massive challenge trying to make sense of the myriad channels now available to them. In the past, a brand could expect massive reach through mainstream channels, but now must increasingly tap into people’s conversations online. So, how do you choose the right channels for your program?

This panel focuses on two brands that took vastly different approaches: McDonald’s with its “Your Questions” website dedicated to engaging consumers on the company’s food quality, and Nissan’s GT Academy — a project that began as a game.

Michael Grier VP Business Development Totem Brand Stories, A TC Media Company	Neal Bouwmeester Senior Manager Nissan Marketing Nissan Canada Inc	Dino Demopoulos VP Strategy and Innovation Tribal DDB Canada	Matt Di Paola SVP General Manager Critical Mass Inc