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Monday, March 11 • 5:00pm - 6:00pm
Impressing Digital Natives with Creative Play

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In this session, attendees will learn how brand marketers must adapt their techniques to a tech-savvy, rewards-oriented youth audience, otherwise known as “Generation Play.” The youth market craves entertainment experiences that sync with their digital lives and demand for creative play. To illustrate the new dynamic, Fuel will present an in-depth look into the creation of several ‘game-ified’ experiences built for properties like Star Wars and McDonald’s Happy Meal. The presentation will explore how brands are seeking to expand creative play and provide kids and families with more open, inventive experiences. Attendees will gain insight into the best ways to reach today’s young consumers through the development of deep, time-intensive digital entertainment experiences, and how they breed resonance and loyalty for brands looking to reach today’s most profit-yielding group.
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Speakers
avatar for Cindy Kang

Cindy Kang

Senior ProducerMattel IncCindy leads the Barbie digital team at Mattel where she is focused on global strategy, product development, original video programs, and creating compelling experiences for kids around the world. She is passionate about user engagement and enjoys helping today’s... Read More →
avatar for Jeff Roach

Jeff Roach

Chief Strategy OfficerFuel Youth EngagementAs the Chief Strategy Officer and Chief Creative Officer at Fuel, Roach is tasked with strategic planning and consumer trends and insights surrounding digital experiences for global youth brands. With 20 years in advertising and marketing... Read More →


Monday March 11, 2013 5:00pm - 6:00pm
Hyatt Regency Austin, Hill Country ABCD 208 Barton Springs Rd

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