Brand Fans, the New Brand Marketers

A session at SXSW Interactive 2013

Saturday 9th March, 2013

11:00am to 12:00pm (CST)

Before Time's Person of the Year was “You” – a corporate powerhouse was already putting “You” in control. Since 2006, PepsiCo has been at the forefront of crowdsourcing – letting fans produce the Doritos brand's Super Bowl ads and create the next flavor of Mountain Dew or, more recently, empowering consumers to help the Pepsi brand introduce the Super Bowl Halftime Show and inspiring fans to create the next Lay's potato chips flavors. PepsiCo has proved that this DIY approach resonates with fans – and no one defines your brands like your fans. This panel, featuring Frito-Lay senior director of brand marketing Jen Saenz, PepsiCo Beverages global head of digital Shiv Singh and Facebook creative strategist Kevin Knight, and moderated by Mashable business editor Todd Wasserman, provides an opportunity to learn how to tap and inspire the “creative genius” among your DIY-inclined fans, how to control the risk of “letting go” and take fan engagement to the next level. Sponsored by PepsiCo.

About the speakers

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Jen Saenz

Sr Dir, Brand Mrktg, Frito-Lay

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Kevin Knight

Creative Strategist, Facebook

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Shiv Singh

Global Head of Digital, PepsiCo

Next session in Capital Ballroom

12:30pm Innovation U.— Getting Great Ideas Out the Door by Bill Powers

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19 attendees

  • Ariel Gajardo
  • Arthur V. Commerce
  • Amit Wadehra
  • Bryan Jones
  • Craig Silverman
  • Cristiano Dias
  • erwin blom
  • Jochen Frey
  • Karen Lee
  • Kevin J Knight
  • Leslie Turley
  • Mary Pratt
  • Andre Passamani
  • Rich Notarianni
  • Rohit Bhargava
  • Sarita
  • Shiv Singh
  • Tom Morton
  • tulio tavanielli ⚫️⚪️🔴

4 trackers

  • Alan Botvinick
  • Azeem Azhar
  • Robbie Whiting
  • Shawn Smith

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Time 11:00am12:00pm CST

Date Sat 9th March 2013


Capital Ballroom, Omni Downtown

Session type

Solo / Dual / Panel

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