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514 Studios Event Center

514 North 3rd Street

Minneapolis, MN 55401

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SMBMSP: Social Media Case Studies

Are you ready to dive into another selection of social media case studies? Join us as representatives from local companies and agencies walk you through the details, share the results, and answer your questions.

Parking: Construction and ramp closings have reduced the number of available spots in the area. Please plan for extra time to find on-street, metered parking spaces.


Case Study #1: Arby’s Gives Away Free Sandwiches For Life

There’s no brand more passionate and dedicated to sandwiches than Arby’s, and there are many sandwich fans out there who share this same level of passion. So Arby’s gave consumers a free sandwich for life, in the form of a tattoo, to help sandwich fans showcase their commitment and love for sandwiches. The idea caught fire – from USA Today to Jimmy Fallon, Today Show to Seth Myers with people lined up for tattoos hours before and “tattoo flash art” downloads across the globe. Come learn more about the activation and how you too can get a free Arby’s sandwich for life.

Presented by Greg Swan (@gregswan)
Director of Digital & Social Strategy, Fallon

Greg is a nationally-recognized thought-leader, brand strategist and creative leader who blends experience with emerging technology, earned engagement and social media for Fortune 500 brands. As head of digital and social at Fallon, Greg leads a team devoted to building engagement strategies for brands rooted in consumer habits, creative technology, social networks, and the culture engine that knits them together.

Case Study #2: Perkons VR

Fallon creative technologist and film director Cory McLeod will share the case study of “Perkons: A VR Rockumentary,” which debuted in Paris in May, had a showing at the Walker Art Center, and then in Riga, Latvia just last month. The film tells the story of Soviet-Latvian rock band Perkons and how their unique blend of hard rock and subversive lyrics shattered Soviet society’s façade of power and stability in the 1980s. More than 20 Fallon employees at Fallon collaborated to bring the story to life in virtual reality. Combining found footage, photography and custom VR animations, this is a story laden with pre-internet virality, underground information sharing, and cobbled electronics from found parts. Come learn how the producers of the film discovered the story, brought it to life with 2D found footage and photos, marketed the experience, and what others can learn in using VR for storytelling at a global scale.

Presented by Cory McLeod
Creative Technologist, Fallon

Cory has created original work for the stage and interactive media. His work for theatre have been performed at theatres in Africa, Europe and the United States. He recently created a virtual walking tour of the Riga Ghetto for the Riga Ghetto and Holocaust Museum, which garnered international attention. By day, Cory is a creative technologist at Fallon Worldwide, a global advertising agency.

Case Study #3: Game On - B2B Doesn't Have to Equal Boring to Boring

B2B marketing has gotten a bad rap. Often B2B campaigns are long, boring and filled with far more information than is needed. But what if there was a way to speak to the needs of a business audience, while also entertaining them?

For the sixth year in a row, TopRank Marketing partnered with Content Marketing Institute to develop a campaign to drive awareness for their annual conference, Content Marketing World. This campaign aligned closely with the gaming theme of the conference and included an ultimate guide and a killer combination of social media imagery and videos. In this session, TopRank Marketing’s Ashley Zeckman will take a dive into how her team constructed this campaign and amplified the content on social media with the help of influencers to drive stellar results.

Presented by Ashley Zeckman (@azeckman)
Digital Strategy Director, TopRank Marketing

Ashley is the Digital Strategy Director for TopRank Marketing, a fully integrated digital marketing agency. In addition to finding innovative ways to showcase the exceptional work of her team, she is also responsible for creating digital marketing programs that drive customer acquisition and growth for the agency. Her background includes expertise in content strategy, branding, influencer marketing and social media.


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514 Studios Event Center

514 North 3rd Street

Minneapolis, MN 55401

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