Choose-your-own (digital) adventure: Brands evolving content role

Marketers face a massive challenge trying to make sense of the myriad channels now available to them. In the past, ...

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

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