2019 #LAOForum Recap

Looking back at the 2019 Brand Partnership Forum

The partnership marketing community gathered in Nashville for the 9th Annual Brand Partnership Forum from October 16-19, 2019 and everyone was buzzing! From the opening night party on Wednesday until brunch on Saturday, the event was a tremendous success. Here’s a recap of the event!

New Faces… New Companies!

With 150 attendees from over 100 different companies, we were thrilled to introduce the new attendess to the Brand Partnership Forum. Some of these first-time companies included Carnival Cruise Line, Exxon-Mobil, Holland America Line, Lionsgate Entertainment, Hershey’s, Madison Square Garden Company, MGM Resorts International, Mike’s Hard Lemonade, Planet Fitness, Regal Cinemas, Sam’s Club and Spotify. These companies joined alumni from entertainment companies and brands like Kellogg’s, DreamWorks, Sesame, Sony TV, Warner Bros. Pictures, Universal Pictures, Clear Channel, Henkel, Valpak, Universal Music Group, Just Born, PlayStation, Lego, Six Flags, and Discovery. Non-profits organizations were also well represented by companies like Special Olympics, Boys & Girls Clubs of America, St. Jude, Best Friends Animal Society, American Cancer Society, Humane Society of the US, Habitat for Humanity, YMCA, ASPCA and more. Additional companies are mentioned throughout this post!

The Forum’s Opening Night Party, sponsored by Disney Music Group, kicked off the event!

Analog at the Hutton Hotel was the perfect venue for the Forum’s Opening Night Party. Everyone in attendance said that the night felt like a college reunion. The evening was hosted by Disney Music Group and featured a live performance from their group, Temecula Road (https://www.instagram.com/temecularoad/)

Sessions on Thursday jumped right into partnership marketing trends, tactics and insights!

The purpose of the event is to share trends, insights and partnership marketing tactics from each of the presenting companies and industries. Attendees were treated to Industry Insights on Thursday from Kellogg’s, Blue Diamond, Planet Fitness and Burlington Stores.

While casual conversations introduce attendees to great partnership opportunities, our RoadShow Snapshots provided a deeper dive into key initiatives. These 5-minute “snapshots” were delivered by Big Machine Label Group, The Country Music Association, Disney Music Group, iHeart Radio, Kidz Bop and Universal Music Group. The highly-concentrated format allowed everyone to leave with a quick review and the appropriate contact at each music company.

One of our favorite traditions takes place as we close out the main sessions on Thursday. For years now, kids from the local Boys & Girls Clubs of America chapter greet attendees as they exit the ballroom with smiles, cheers, and cookies! What a perfect way to send off attendees as they prepare for the Thursday night activities. 

Thanks to A+E, Thursday’s lunch was one for the “history” books

Whether you are a history buff or not, A+E’s lunch was fun… and educational too! The lunch celebrated History Channel’s 25th Anniversary and added some new attendees into the mix. Abraham Lincoln, Harriet Tubman and General Grant treated our attendees with stories from the past.

Time to hit Broadway! A special night presented by Xbox and The L.A. Office 

Our annual trip into the heart of Nashville is always a Forum highlight! Nashville Underground was the perfect venue to kick the night off. The reception was sponsored by Xbox in celebration of the new platform release, GEARS 5! The video floor showed attendees playing GEARS 5 while the bar poured spirits from Campari and wine from Fetzer Vineyards.

Nashville Underground’s rooftop was the spot for our dinner under the stars! The evening celebrated The L.A. Office’s 25th Anniversary and brought together three LA Office favorites… food, drinks and fun! Dinner was a BBQ buffet and it was perfectly punctuated with 1000 Stories wine. After dinner, something crazy happened for about an hour. If you were there… you know what I mean. If you weren’t, you will have to ask someone that was!

Friday: More Insights, Opportunities, Games and a visit from Peppa Pig

Allowing for a little time to sleep in, sessions kicked off at 9:30am with a session from Best Buy, who spoke about their turnaround story and partnership activities.  

From there, we moved to a snapshot presentation from PlayMonster, followed by a quick game of “Relative Insanity” that invited a handful of attendees to choose captions for potential memes of pictures from previous events. 

Design agency WC+A then presented their capabilities (ps. they did all the design work for the Forum), which lead right into Snapshots from our Corporate Members in the TV industry: A+E Networks, Crown Media, Disney Channel, DreamWorks Animation, eOne, NBC Universal, pocket.watch, Sesame Workshop, and Sony Pictures Television. 

After a presentation of case studies from ZOe Productions, who is instrumental in putting on our events, we headed to lunch and then returned to our final sessions. Green Giant provided terrific information on B&G’s acquisition of the brand, its place in a larger portfolio, and their marketing and partnership priorities.  

It was now time to have some more fun… picking winners for The BIG Ticket! Big thanks for our prizing partners: Fetzer Vineyards, Fandango, PlayMonster, Planet Fitness, Burlington Stores, and Xbox

After prizing, we heard the backstory of the Grand ‘Ol Opry, which ended the sessions for the day.

Big Machine Label Group sponsored our Friday reception and provided a top-notch talent showcase

Big Machine Label Group led us into an artist session at Analog with musicians Payton Smith (https://www.instagram.com/thepaytonsmith) and Avenue Beat (https://www.instagram.com/avenuebeat/)!   After a really special performance, everyone was able to mix and mingle with the team from Big Machine and their artists. The afternoon ended with everyone wanting more!!

Keep The Conversations Going on MarketingPartnerships.com!

The Forum brought together a community of marketing professionals with the goal of great conversation and creating relationships that will help in future partnership activities. All of the attendees gained access to the Forum Event Page on MarketingPartnerships.com where they can see and connect with everyone that attended the Forum. Over 200 partnerships have been born from relationships created at these events and many more were nurtured through the site. Check out the event page on MarketingPartnerships.com today!

What People are Saying About the Forum

“This is not only the best-produced conference I have ever attended, the removal of aggressive sales people creates an environment where real connections can happen.” – Joe Corn, Sam’s Club

“Continues to be a step above the rest in terms of industry conferences. Great exclusivity, amazing attendees, and life long relationships!” – Scott McAdams, PlayStation

“It’s an event that delivers on all of its promises, connections, insights, and new ideas are all to be found at the Forum.” – Lance Still, A+E Networks

“I walk away from every LAO event with new contacts, new ideas, and new insight on the industry.” – Jackie Collins, Disney Music Group

“Content is very diverse – which makes you think beyond your normal partners and see how you could do things differently!” – Deb Turoczy, Just Born Quality Confections

“A causal forum that truly invites you to network in a way that isn’t forced where you hear from a variety of industries and learn best practices that sparks future ideas.” – Dani Merkrebs, eOne

“Best partnership forum available. Not one wasted moment as you’re meeting decision makers representing dozens of brands who want to partner with you today.” – Neil Roberts, Tennis Channel

“This conference is an annual part of our partnership planning and strategy. It consistently delivers premium content, quality attendees, and impactful connections.” – Tony Barnett, Boys & Girls Clubs

“If your brand benefits from partnership marketing, you need to be here. (One of the few conferences where the speakers ARE the attendees. They don’t simply bounce after their presentations).” – Rebecca Frommer, ASPCA

“The most strategic forum to be if you want to cultivate long-lasting business relationships that will result in lucrative partnerships.” – Stefanie Luciano, Fathom Events

The Calm Before the Storm

Each year, the teams from The L.A. Office and ZOe Productions enjoy a night on the town before the Forum begins. This year’s Tuesday night kicked off at House of Cards Nashville before hitting a few bars on Broadway!

Special Thanks to our Forum Sponsors

Corporate Sponsors:  Campari, Cost Plus, Kellogg’s, PlayMonster and Xbox
Non-Profit Partners:  Boys and Girls Club of America, Special Olympics, and St. Jude Children’s Hospital
Gold Sponsor and Marketing Partner:  WC+A
Special Activity Sponsors:  A+E, Big Machine Label Group,  and Disney Music Group
Supporting Sponsors:  Allied Global Marketing, Brookfield, Fandango, Fetzer, Lime Media, Nextperience, Niagara, The Dot, The Marketing Store, TPN, ZakHill and ZOe Productions

4 Location-Based Entertainment Opportunities that Continue To Enhance Brand Partners’ Exposure!

With experiential activations continuing to take over the marketing world, location-based entertainment opportunities are giving brands access to a multitude of hands-on experiences to enhance their exposure and influence on their consumers.

Location-Based Entertainment allows interaction with not only the product, but also with the environment, creating a deeper connection and experience for them to walk away with. Considering the immense amount of messaging and advertising that is produced today, it’s important to offer more than just a product.

NEGRONI WEEK

(CAMPARI)

Negroni Week Kick Off Party at the Refinery Rooftop

#NEGRONIWEEK 2017 IS HAPPENING NOW!

Campari launched Negroni Week in 2013 as a celebration of one of the world’s great cocktails and an effort to raise money for charitable causes around the world. From 2013 to 2016, Negroni Week grew from just 100 bars in the US to thousands of participants from over 40 countries internationally and exploded on social media.

This year, Campari is excited to announce several new upgrades to the initiative aimed at ensuring bigger and better charitable successes.

To find out more information about this year’s Negroni Week, visit http://marketingpartnerships.com/properties/view/2089/negroni-week


CMA MUSIC FESTIVAL

(COUNTRY MUSIC ASSOCIATION)

CMAA

The 2017 CMA Music Festival is featuring 11 stages with more than 300 acts and 100 hours of music, and it all benefits music education. CMA Music Festival is also being filmed for a national television special that airs on the ABC Television Network. This is the 14th consecutive year the event will be featured, a feat no other music festival has achieved.

For more information on the festival or to view some of CMA Music Festival’s current partnerships, visit http://marketingpartnerships.com/properties/view/226/cma-music-festival


MADAME TUSSAUDS

(MERLIN ENTERTAINMENTS)

MT

Owned by Merlin Entertainments, take a visit to Madame Tussauds where you can see, touch and take photos with all of your favorite celebrities! They’ve taken down the museum-style ropes and poles so that YOU can get up-close and personal with Hollywood’s biggest A-listers. With over 125 figures, there is something for everyone!

Explore more of Merlin Entertainment’s properties by visiting http://marketingpartnerships.com/companies/view/4634/merlin-entertainments


REVOLUTION GALACTIC ATTACK VIRTUAL REALITY COASTER

(SIX FLAGS)

SFVRThis cosmic experience on The New Revolution introduces the first time augmented reality has ever been offered on a virtual reality coaster. The complex gameplay puts you in control of your ride to shoot targets and make key decisions that affect your score.

Powered by Oculus, you’ll be wearing Samsung Gear VR headsets, making you able to see your surroundings and your friends sitting next to you. An army of flying alien drones will be attacking your spaceship with lasers and light missiles before you make it to the mothership. Turn your head during the ride to position your bulls-eye over the enemies to fight back and score points!

See more action packed rides by visiting http://marketingpartnerships.com/companies/view/103/six-flags+


On behalf of the team at The L.A. Office, thanks for reading.

Stay tuned as we bring you more posts about the partnership marketing community.

And for more information on these and over 1,000 other partnership marketing opportunities, visit MarketingPartnerships.com:mpn_4in_horz

Still not enough? Unlock the full database by upgrading to VIP!

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  • Track 8,000+ successful partnerships and feature your own
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8 Things We’re Excited to Check Out at the 2017 Licensing Show

As the largest brand, character and art marketplace tradeshow, the Licensing Show offers great insight into the players and trends that drive the $251.7 billion licensing business. More than 400 exhibitors representing over 5,000 brands from 65+ countries will gather in Las Vegas next week for the “largest, most diverse collection of properties and brands available for licensing worldwide.” 1

At the show, you can see which brands and characters will be in demand in the next 18-24 months in order to get a head start on your brand planning. With so much to experience, we’ve pin-pointed 8 things we are looking forward to seeing that you shouldn’t miss if you plan to attend. Don’t worry, if you are unable to attend, we’ll provide a post-show recap!


Activision Blizzard

 Activision

Known primarily for record-breaking video game releases, Activision Blizzard (CALL OF DUTY, SKYLANDER, WORLD OF WARCRAFT+) is quickly growing to become a global entertainment force. With recent King Digital Entertainment (CANDY CRUSH, PET RESCUE+) and Major League Gaming (e-sports) acquisitions; its studio division set to develop original film and TV series based on games; and various planned brand licensing and consumer products expansions, they will surely have quite a buzz at the show. To see more information on SKYLANDERS, CALL OF DUTY and other gaming opportunities for your brand, hit up our Properties section here.


Food and Beverage Brands

FoodBev

Familiar brands like Coca-Cola, Kellogg’s, Mars, McDonald’s, Pepsi Co., Welch’s and many more will be “finding new life with licensing deals” according to the folks at LIMA. We are excited to see what these family-friendly food and beverage names have in store, along with more adult-geared ones, like Budweiser, Campari (kicking off Negroni Week shortly after in June) and Corona, to name a few. If you work at, or with, food and beverage brands, check out hundreds of properties that can help companies like these forge creative ways to connect with consumers, here.


Marvel Entertainment

Marvel

With a library of over 8,000 characters built over more than 70 years of comic book publishing, Marvel Entertainment, Inc. is one of the world’s most prominent character-based entertainment companies. Following years of smash hits, Marvel Entertainment’s 2017/2018 slate is once again full of theatrical and television opportunities that could be perfect for so many brands. Recent Marvel releases like GUARDIANS OF THE GALAXY VOL. 2, and CAPTAIN AMERICA: CIVIL WAR partnered with a host of great names including Doritos, Yoplait, Dairy Queen, Lamborghini, MasterCard and many more. To learn more, click this link.


Nintendo 

Nintendo

Nintendo’s latest “hybrid” console, Nintendo Switch, was unveiled in October 2016, released worldwide on March 3, 2017, and the frenzy continues. Designed as a home console that can also be detached and used on the go, it launched alongside the release of critically acclaimed “The Legend of Zelda: Breath of the Wild” worldwide, making it the fastest-selling home console in its history. In addition to releasing the Switch, Nintendo has participated in some creative partnerships recently with McDonalds, Southwest Airlines and Uniqlo, to name a few, and we can’t wait to see what’s next! Details on the Switch, as well as these partnerships can be found here.


Paramount 

Paramount_Pictures

The internet is abuzz about TRANSFORMERS: THE LAST KNIGHT, debuting this summer, and in addition to that hit franchise, we are excited to see updates on upcoming theatrical releases including highly anticipated sequels, like MISSION IMPOSSIBLE 6, DADDY’S HOME 2, BUMBLEBEE, as well as AMUSEMENT PARK, an original 3D animated adventure, among many others. Click on this link to get the details on these and their other releases.


Sony Pictures 

Sony_Pictures

Sony Pictures’ recent franchises (Ghostbusters and The Smurfs) saw several partnerships in the marketplace. In addition to highly anticipated sequels to Jumanji and Hotel Transylvania franchises we are excited to learn more about, they are releasing The Emoji Movie, a new, animated film that will bring to life characters inside smartphones this summer, and Peter Rabbit, a live-action/CG movie based on the beloved children’s’ book series next year. Hear more about these opportunities directly from the source, as they recently profiled them in their RoadShow presentation viewable here.


 Universal Pictures

Universal_Pictures1

After recent animated hits like TROLLS (DreamWorks), SING (with Illumination) and THE BOSS BABY (DreamWorks), Universal broke box office records with the (non-animated) eighth installment of the FAST AND FURIOUS franchise (THE FATE OF THE FURIOUS). They’re sure to keep the streak going with their upcoming slate, including great partnership opportunities like: THE MUMMY, DESPICABLE ME 3, PITCH PERFECT 3, JURASSIC WORLD SEQUEL, HOW THE GRINCH STOLE CHRISTMAS and more. Check out if these and other properties fit your brand here.


Walt Disney Studios

Walt_Disney_Studios

The beyond-iconic studio and entertainment behemoth is sure to make a splash with its entertainment showcase. We are excited to see them promote their upcoming slate, including COCO, A WRINKLE IN TIME, sequels like THE INCREDIBLES 2, TOY STORY 4, FROZEN 2, a host of live action remakes of beloved animated films, and of course, two STAR WARS movies that fans are sure to line up around the corner for. To take these all in, head over to their page here.


Hope to see you there, or back here for the post-show recap! On behalf of the team at The L.A. Office, thanks for reading.

Stay tuned as we bring you more posts about the partnership marketing community.

And for more information on these and over 1,000 other partnership marketing opportunities, visit MarketingPartnerships.com:mpn_4in_horz

Still not enough? Unlock the full database by upgrading to VIP!

mp_vip_email_hero_territory1_comp7

  • Track 8,000+ successful partnerships and feature your own
  • View 1,100+ current and past Promotional TV Spots
  • Browse 1,000+ Marketing Opportunities
  • Contact and connect with 4,500+ Marketing Professionals

1 Source: License Global, May 2017