The conference saw 1,000 more attendees than last year, as well as a more than 50% increase in number of sponsors. The majors, including P&G, Walmart, and PepsiCo, among others, returned with interactive floor suites. P&G updated its presence to promote a number of its brands under the same roof – metaphorically speaking as I don't think there actually was a roof...
But there were definitely walls, which enclosed the “P&G Home Away From Home.” PepsiCo introduced its 5G Network, a platform for a dialogue about female power, and encouraged bloggers to do video interviews and take a poll on their views about social responsibility and sustainability. Other sponsors, including Walmart, had booths where they encouraged video stops for feedback and discussion around sustainability issues.
These digital and interactive efforts certainly contribute to the brands' long-term awareness goals. As does establishing relationships with key bloggers. But, in the short-term, they're really leveraging the opportunity for feedback and insight into how best to reach women in the digital space.
Such was the sentiment at a lunch attended by major sponsors and a handful of media. Following lunch, I tailed PepsiCo and Walmart comms execs back to their suites. Check out the resulting Flip cam interviews:
PepsiCo's Jamie Stein, director of communications, and Bonin Bough, director of digital
Walmart's Wanda Young, senior director of digital strategy