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Known as the must-attend event for discovering what’s next, MITX’s FutureM brings together marketing and technology innovators to contemplate and celebrate the future of Marketing.  FutureM is about integrating traditional marketing, digital marketing, R&D, product development and all other parts of an organization that impact customer engagement and purchasing decisions; all hosted at the Boston Convention and Exhibition Center.
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Wednesday, September 17 • 1:45pm - 2:30pm
Keurig Goes into the Snark Tank: How to Avoid Blowing it with College Consumers

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In preparation for the launch of its latest innovation, Keurig 2.0 Brewing System, Keurig took its product messaging and testing to the toughest critics there are: sleep-deprived, technology-crazed college students with specific interests and expectations when it comes to brand outreach. In this session, Keurig and its college insights and marketing agency Fluent will walk you through what they learned and how those insights led to a marketing campaign aimed at brewing up a whole new generation of Keurig advocates.
Speakers
LM

Lizzie Manganiello (@LizManganiello)

Senior PR Specialist, Keurig Green Mountain Inc.
Lizzie Manganiello is a Senior PR Specialist at Keurig Green Mountain Inc., based outside of Boston, MA. Lizzie currently serves as the Hot Beverage System lead, driving brand awareness within the C&U space, increasing brand affinity in key DMAs through targeted regional marketing, and promoting the brand nationally through integrated campaigns. Prior to joining Keurig, Lizzie worked at Taylor PR in NYC, serving as a team lead on both the... Read More →
DR

Darren Ross

Executive Vice President, Digital and Insights, Fluent
Darren Ross is executive vice president, Digital and Insights at Fluent (www.fluentgrp.com), recently awarded #4 on the BBJ's Pace Setters list. In this role, Darren spearheads the company's offerings in the digital and insights space to help brands such as Kellogg's, Microsoft, Macy's, Jack in the Box, Skype, Zipcar, Kotex, Dove and L'Oreal truly connect with college Millennials and Gen Z consumers in their innate digital environment... Read More →

Track Host
SM

Scott Monty (@ScottMonty)

EVP of Strategy, SHIFT Communications
As Executive Vice President of Strategy, Scott Monty serves as SHIFT's in-house strategic counsel across all three offices. He is responsible for assisting in the development and integration of new service offerings and making sure that our PR and marketing technology client strategies work together for maximum success. Scott regularly provides strategic advice to clients while also exploring outside partnership opportunities and representing... Read More →

Wednesday September 17, 2014 1:45pm - 2:30pm
Customer Insights Track - Room 162 A-B 415 Summer St, Boston, MA 02210
  Customer Insights

Attendees (81)