Stop Advertising and Start Socializing. There is a communications revolution underway that is more profound than when the printing press replaced the scribes. Almost overnight the consumer has shifted from mass media to their media, where they socialize, create, debate and are entertained, yet so few marketers have made the journey with them. Marketers are still trying to shout their way into the consumer’s head, heart and wallet through one way advertising that is expensive and more often than not being ignored. In this dynamic presentation, Tony Chapman will combine content with case studies to illustrate the power and efficiency of marketing through social media. His agency, Capital C, are the creators of Bridezilla, recognized globally one of the most successful viral campaigns in history, they were the first globally to launch a new car in social media, and their Directors Cut campaign for Scene over achieved on every metric. It’s time to throw out the old marketing plan, and to embrace a world where you stop advertising and started socializing.

Michael Wood, Vice President, Director of Syndicated Research, TRU is returning to speak at this year’s Understanding Youth Conference. Since he joined us two years ago, TRU has expanded its reach into the young adult space. In addition to teens, they now also study twenty-something consumers. He’ll help us better understand young people, the environment they live in, and how brands can make a better connection with this important audience. TRU has also uncovered some key motivating factors that encourage young people to buy during tough economic times. Michael will share those findings with us as well. As always, his presentation will be both insightful and entertaining.

Frito Lay – The Dorito’s Guru

Andrew Sutherland, Director of Marketing at Frito Lay Canada, will discuss the recent "Doritos Guru" campaign. The interactive case study will highlight the Canadian program's success - from 'insight to in-store', sharing social media lessons learned along the way. The Guru program offered consumers the chance to name an unidentified flavour, and build the advertising campaign to support its launch. $25,000 and 1% of all future flavour sales were at stake. Some consu <> mers loved the idea. Some consumers hated the idea. But everyone was willing to share their opinion...

Nissan Cube – Mobilizing the Creative Class

The perfect storm to be launching the Nissan Cube, a new vehicle targeting Gen Y. The economy has hit a wall, there is a fire sale going on as automotive companies and dealers scramble to move inventory, and consumer confidence is at an all time low. The perfect storm can also create the perfect opportunity for organizations willing to change the rules of the game. Nissan did just this when they decided to do something that has not been done before - be the first car company anywhere in the world, to launch without a dollar worth of advertising. Instead of being yet another car, or car deal shouting to get the consumers to notice, they decided instead leverage social media in a manner that captured the attention of the target audience, and the media. The results are beyond anyone’s expectations in terms of reach, frequency, relevance, and most importantly the emotional chord it has struck, with this elusive generation, and the media. A case study that needs to be seen by anyone who hopes to connect to the youth segment, on their terms, and by mobilizing their creative talents.

During the first 1/2 of lunch, the Youthography panel will answer your questions.

Virgin has long been a leader and innovator of strong global Corporate Responsibility. They have created more unique opportunities and programs that can be discussed in a single presentation. Nathan Rosenberg, CMO of Virgin Canada will talk about their Flick Off campaign which originated in Canada, their arts support with the Virgin Musical Festival and the work they are doing with the Virgin Group’s Charitable Foundation,Virgin Unite to deliver real and lasting change . All of these initiatives show Virgin’s commitment to supporting and embracing the communities they work in and have resulted in a huge loyal following within the youth market.

There will be three rotating Breakout Sessions.

The Rise of the Creative Citizen Consumer
Today’s modern young citizen consumer, on a mainstream level, is more in tune with the creation of art and the understanding of cultural context than any previous generation; how can you connect with them in a meaningful and involving way that allows them to be a part of the artistic and communication equation? This session will provide some important future-thinking context and, more importantly, some really eye-opening examples of, and thoughts surrounding, communication that is getting it right within this new reality.

Many Tools, One Goal
From text messaging to microsites to Twitter feeds, there is a seemingly endless amount of choice in how to use technology to get your messages out. This session will look beyond the device a discuss how to connect culturally using the various tools available and still honestly insert your messages, at the right points and in the right ways, into the day-to-day lives of younger citizen consumers.

Ethics and Social Responsibility
Still contrary to the wishes of many in “the industry” (clients, partners and suppliers alike – you know who we’re talking about) this macro-value of the modern, more engaged and responsible, consumer is not going away any time soon. What new information and context surrounding ethics and responsibility is out there for us to be aware of and who’s doing the best at this right now? This is most emphatically something that will continue to be important for all modern brand promises now and into the future.