Welcome
Dan Coates, President, Youth Pulse Inc.
Bill Goodwin, Founder & CEO, Goodwin Designs

Media Consumption and Age
Michael Holmes, Director of Insight & Research, Center for Media Design, Ball State University
The Insight and Research unit of the Ball State University Center for Media Design has spent over 35,000 hours in the field over the last six years observing the media exposure and life activities of a broad range of U.S. consumers for a variety of clients. These cross-locations, cross-platform studies capture participants’ daily routines in fine (10-second) granularity and provide a rich description of our media ecosystems. Results reveal stability and change in our media worlds and crucial differences and similarities among age groups. The presentation will address three key areas:

• Myths and realities of age-based differences in media consumption
• The surprising interplay of generational and life-stage differences
• How concurrent media and life activities compete for our attention

True Innovation
Ryan Hurley, VP, Product Design & Innovation, Hurley
A tell all session from global youth lifestyle brand Hurley, on innovation, ideation, and commercialization. Ryan explains how their new Phantom Boardshorts campaign promotes product performance and sustainability. Using smart phone technology at both retail and in print advertising, Phantom comes to life and lets fans learn more about the boardshorts’ attributes, hear athletes’ stories, browse the full collection, or find the nearest exclusive Hurley Phantom retailer. What drove this initiative? Sheer curiosity.

Street Teams in South Africa
Jana Panfilio, Head of Global Consumer Cultures & Concepts, Nike

Networking & Refreshments Break

BRIC: Research on Behavioral Trends
Lisa Lin, China Youthology

Leveraging Social Media Research
Any Marentic, NA Car & Crossovers Group Marketing Manger, Ford Motor Company
Ford unveiled the Explorer live on Facebook and the Ford team tackled fan questions by having their marketing managers, engineers, and a designated answer man respond to each fan. Ford took the engagement a step further by creating funny videos Anwsers Man to answer the questions and posting them on Youtube. Amy reveals Ford’s social media growth with several campaign examples.

Lunch

Permission to Play
Jane Gould, VP, Consumer Insights Research, Nickelodeon
Nickelodeon recognizes that play is at the very heart of childhood. But the changing nature of children’s lives suggests that the traditional nature of play has shifted. It is critical for Nickelodeon to understand how today’s children, tweens, teens and families conceptualize and engage in play. In Permission to Play, Nickelodeon Consumer Insights teamed up with legendary child development expert Dr. David Elkind, and spent the last year looking at how kids and families approach and engage in play.

Multicultural Millennials and the Global Exchange
Bobby Jones, VP, Managing Director, Alloy Access
Andre Pinard, Director, Alloy Access
As consumers, innovators and influencers, multicultural millennials are a driving force in the marketplace and exert an outsized influence on U.S. culture as a whole. From new research findings, Alloy ACCESS will present a fascinating story of a generation of multicultural youth who see themselves living in a new era, with new expectations, and new ways of expression beyond stereotypical tropes. Their new worldview coupled with digital connectivity has placed this influential consumer demographic in a global exchange that is impacting youth attitudes, styles and interests around the world.

Networking & Refreshments Break

Game On: Using Brands and Personalities in Social Games
Jon Radoff, CEO, Author of Game On: Energize Your Business With Social Games, Disruptor Beam
Social games engage millions of young people online, enabling them to connect with each other on their computers and on mobile devices. One of the emerging opportunities in social games is the ability to incorporate branded entertainment and products into online game experiences–forging stronger bonds between audience and product. Rather than simply exposing a consumer to a brand, social games allow players to touch and use the virtual version of a product–and share the experience with their friends.

KICKOFF KEYNOTE, GenY Is Doing It For Themselves
Donna Fenn, Author, Upstarts: How Gen Y Entrepreneurs Are Rocking & Contributing Editor, Inc. Magazine
Faced with the biggest economic downturn since the great depression, these Millennials decided that patiently waiting for a job offer was a losing game. Hear from five of the brightest lights of America’s next great generation who have kick-started new business ventures that are leading the recovery.

OPENING KEYNOTE, Connecting Across Generations
Jody Turner, Founder, CultureofFuture.com
Jody shares her trend innovation expertise on relevancy in changing times, with companies such as Apple, Sony, Starbucks, IDEO and Nike. She will share the latest on:

• The new cross generational family, what they seek and what we can do to build emotional connection and relationship into the future
• Stories of living brand and user brilliance innovation for inspiration
• A colorful, dynamic and storied presentation with resources for your own exploration into the future

A CMO’s Perspective, The Rise in Importance of Youth as the High Priority Segment
Martine Reardon, EVP Marketing, Macy’s

Networking & Refreshments Break

KEYNOTE, Gen Y Decoded: Insights and Applications for Marketers
Kit Yarrow, Ph.D., Consumer Psychologist, Golden Gate University
Tweens, teens and twenty-somethings are todayʼs most enthusiastic, engaged and demanding shoppers. They are part of an empowered generation thatʼs used to being seen and heard — and they expect you to know them too. As the first generation to grow up with the Internet, they literally think, relate and therefore buy differently than their elders. In this session youʼll get the psychological skinny on todayʼs youth and learn what motivates their relationships with retailers and brands. Loaded with up-to-the-minute research, case examples, and actionable psychological insights, this presentation will arm attendees with six essential strategies for marketing to Gen Y.

• Understand the psychological differences that impact what young shoppers want and how they buy
• Learn how to more successfully marketing your business to Generation Y
• Get inspired by case examples of successful campaigns

SOCIAL MEDIA PANEL, Understanding the Phenomenon and How To Incorporate a Social Media Strategy into Your Business Plan
Moderator: Christian Busch, General Manager, Alloy Digital
Rober Ferrari, VP Publishing & Business Development, Sanrio Digital
Don’t Miss your Opportunity To Get Involved! For more information on sponsorship and exhibit opportunities, contact Sarene Yablonsky, Business Development Manager today: syablonsky @ iirusa.com; 646.895.7474.

Talent Introduction By:
Richard Ellis, President 12to20

Lunch

The Future of Design Is Play
Laura Seargeant Richardson, Principal Designer, Frog Design
Laura identifies four foundational requirements for creativity: open environments, flexible tools, malleable rules and finally, the “super powers” of play necessary to train young brains for 21st century challenges. She also tackles the challenge of shifting tween’s behavior from mere game player to game designer (an important distinction) while interweaving the latest research on tweens. She reveals an experimental game concept that would be the ideal form of design and play for tweens. Concluding her talk with industry trends and inspirational insights for anyone designing in the tween market.

Please Touch: How Touchscreen & Mobile Technology Are Impacting Preschoolers’ Media Experience
Jim Multari, VP Marketing & Research, PBS Kids SproutEveryone knows a preschool agew child who’s able to navigate a tablet device or smart phone better than they can. Come see how Sprout, the first 24 hour preschool network that parents and kids share together, is using mobile and touchscreen technology to enrich the network’s content strategy while deepening the relationship that families have with the Sprout brand. Results from Sprout’s “Kids Touchscreen Test Drive” study will be shared as well as a sampling of mobile marketing tactics that Sprout is using to generate awareness of the network and introduce the brand.

Networking & Refreshments Break

Childhood Nostalgia: Cereal Aisle Memories
Greg Zimprich, Director of Brand Public Relations, General Mills, Inc.
General Mills has turned the cereal aisle into memory lane, with a retro packaging campaign featuring household names from the Big G cereal lineup. For the fourth consecutive year, General Mills retro cereal packages were available in Target stores nationwide and featured packages designed to evoke childhood breakfast memories. During this interactive campaign, consumers assisted in the selection of packages to be reissued. Find out how General Mills leveraged retro by tap

Designing for a Teen Market
Reebok

HP 101: How HP Has Successfully Wired Its Way into the College Market
Matt Britton, Founder & CEO, Mr. Youth
Lisa Baker, VP Higher Education, Hewlett-Packard
Learn how a leading global brand is able to remain dynamic amidst the ever changing media landscape within the college student marketplace. HP will present key learnings from its recently completed 2010-2011 campaign including the use of new technologies and partnerships. This presentation is a roadmap for how to use new channels including word of mouth, experiential, and social media to reach students. Find out how HP is using the power of its global brand and partnerships with the likes of Dr. Dre to remain relevant amongst this savvy audience. Hear why technology marketing on college campuses will continue to be a mixture of lifestyle-driven marketing fusing music, sports, and pop culture.

Networking & Refreshments Break

Youth Event Marketing on a Shoestring Budget: Leveraging Your Assets Without Breaking the Bank
Amy Lupo, Senior Director, Marketing & Content, Global X Games, ESPN
Learn how to maximize relationships and social media to reach your audience. Amy talks about how to best utilize existing partnerships, grass roots efforts, word of mouth and social media platforms to garner interest in your event without spending on traditional advertising. Best practices include:

• Engaging your audience to help spread your message
• Non-traditional methods of maximizing attendance and awareness for your event

Totally Tweens: An Interactive Live Focus Group Experience
Barbara Zeamolsky, Senior Qualitative Brainiac, Smarty Pants
Wynne Tyree, Chief Smarty Pants, Smarty Pants
Wrap up your day with this exciting live focus group with local tweens. Tweens will kick-off the session by doing a modern day show-and-tell of their favorite brands. Learn directly from 8-12-year-olds what needs their favorite brands fulfill, what features they are looking for, and how you can deliver the next big thing. We’ll discuss the media, food and beverage, apparel and entertainment brands that are capturing tweens’ hearts and why. You will have the chance to ask your own questions, so come prepared to get answers and insights directly from the ones that matter most. Don’t miss your opportunity to:

• Participate in a live, interactive discussion with real San Diego-area tweens
• Watch and learn as tweens unveil their likes and dislikes and what they are looking for brands to deliver
• Ask tweens about your brand and what role it does or doesn’t play in their lives

Cocktails & Conversation

The Importance of “Repfluence”:The Impact of Social Media on Purchase Decisions
Joseph Kessler, President, The Intelligence Group
In a world dominated by social media, young consumers increasingly place their lives on display. They feel their social DNA is connected to their “likes”, Facebook friends and peer groups. In essence, young consumers are what they share and the “new influentials” in the changing marketplace are social influencers who have the ability to impact the purchasing decisions and opinions of their peers. In this Panel you will:

• Find out who the “new influentials” are in the marketplace
• Learn how social media is impacting the purchasing decisions of young consumers
• Find out how to use “Repfluence” in your marketing strategy

Interactive Session
Attendees are speakers and speakers are attendees, welcome to the Mega Mashup Fishbowl!
‘Fishbowl’ panelists begin by tackling a specific challenge of a key topic area. Then, audience members become speakers. One original panelist rotates out and is replaced by an attendee. The pattern continues ultimately resulting in a set of 4 new panelists at the end of the session.

Networking & Refreshments Break

MOBILE MEDIA, Hot Properties and Connecting Your Brand
Danielle Mullin, VP Marketing, ABC Pretty Little Liars
The ABC Family TV series “Pretty Little Liars” uses Twitter, Facebook and other social media to build its digital-savvy, young audience. The network is banking on Twitter’s 140 characters and Facebook’s “like”-ability in an effort to generate buzz and strengthen the fanbase of the freshman series. And it doesn’t end with social networking. Whether it’s iPhone apps or text alerts,TV networks are finding that they have to keep up with an ever-changing social media landscape to keep young viewers interested.

Cause-Marketing
DoSomething.org

Talent Introduction By:
Richard Ellis, President, 12to20

Lunch

Direct Connect: Youth Speak Out
Dan Coates, President, Youth Pulse Inc.
Live from the 2011 Mega Mashup, we’ve recruited eight high school and college students to provide you with unvarnished responses to your youth marketing questions. What are the hottest trends? What is yesterday’s news? How can you better connect your brand to their day-to-day lives?

• Get real-time feedback from real kids aged 14-24
• Learn what resonates with youth – and what falls flat
• Ask youth for feedback on your own brand or campaign!

And GennY Award Presentation
Our second annual Youth Marketing Case Study Competition honors youth marketers and recognizes best practices of those who have applied new and innovative techniques to connecting and communicating with youth. Celebrate excellence in Youth Marketing with the winner of the 2011 GennY Award.

Networking & Refreshments Break

Creating An All-Family Success Story: Lessons from the Top 50 Youth & Family Brands
Michelle Poris, Ph.D., Quant Savant, Smarty Pants
Co-Present: Major Client
A case-study based presentation “how to” guide for creating brands that resonate and endure the test of time among both kids and parents. Many of today’s most successful brands appeal not just to a kids or parents, but to the whole family. Using new data from Smarty Pants’ Young Love Study – a tracking study of kids’ and moms’ brand affinity – we will identify which brands are most successful among parents and kids.

The Emerging Dad Market: Why and How Brands Should Pay Attention to Fathers
Roland C. Warren, President, National Fatherhood Initiative
The latest research shows that dads are becoming more and more involved in their children’s lives and more and more involved in consumer purchasing decisions. Roland will present the latest survey and market research that shows how, why, and in which markets dads are emerging as a “key influencer” that marketers should not ignore. Very few brands are actively marketing to fathers (or to fathers through mothers). Roland’s talk will focus on how and why they should begin doing so.

Staying Relevant in a Pressing Climate
Toria Frederick, Senior Marketing Manager, Frito Lay

Financial Tools for Teens: It’s Safer Than Cash
Ann Schuster, Director of Marketing, American Express PASS

Game the System
Nick Shore, SVP, Strategic Insights and Research, MTV
A 2010 MTV study looking at concepts like rebellion and risk taking with thousands of Millennials revealed that this is a generation that doesn’t need to protest or smash the system; they would rather, in their words “game the system.” Not surprisingly then, a generation parented to win at the game of life (and on a steady diet of Halo 3 and Foursquare) quickly snaps a game metaphor onto any scenario, including Marketing. That’s perhaps why “gameification” is the hottest marketing buzzword in 2011. As media-savvy Millennials come of age they are busy re-writing the rules of what it takes to be a target market. The very art and science of marketing is, in many ways, going up a level from monologue, and even a dialogue between marketer and consumer, to a ‘two player game’ that needs to define a ‘win-win.’

Re-imagining the Book: The Future of Publishing for the Youth Market
Scott Abel, President, The Content Wrangler Inc.
iPad-friendly enhanced, interactive eBooks — and their digital cousins, “apps” — are useful educational aids that are changing the way today’s youth interact with content. Educational content can be enhanced to take advantage of the capabilities of smart phones and multi-function mobile devices like the Apple iPad. Educational content can be enhanced to take advantage of the capabilities of smart phones and multi-function mobile devices. eBooks and apps used on such devices are capable of teaching pronunciation and recognition, rendering images in 3 dimensions, playing simulations of science experiments, and much more.

ENDING KEYNOTE, Gaming and Youth — Why Videogames Are Making Young People Better and Preparing Them to Change the World
Jane McGonigal, Director of Game Research and Development, Institute for the Future, and Author of The New York Times bestseller Reality Is Broken
Gaming is a productive part of young people’s lives — it produces positive emotion, stronger social relationships, a sense of accomplishment, and for players who become a part of a bigger online community, a chance to build up a sense of meaning and purpose. Scientific research shows that all of these feelings and activities can trickle into our real lives and impact our real-life confidence, ambition, likability and willingness to help others. In this session find out:

• How games provoke our most powerful positive emotions
• Why games are a particularly effective way to bond with our friends and family
• Where you can get firsthand experience with new systems that combine game design with real social action