In the past decade, Las Vegas has welcomed four professional sports teams and a major F1 race to the city, reshaping its global perception and boosting visits from a whole new category of travelers.
It’s a dramatic evolution of the city’s marketing toolkit, and it started with a question: “How do you transform a city known for decades as the ‘Entertainment Capital of the World ‘ into the ‘Entertainment AND SPORTS Capital of the World?”
How do we define fame in a world where everyone is visible? In today’s scroll-speed attention economy, the value of fame has shifted. Visibility is no longer scarce, what matters is reaction. Fame isn’t just about being seen; it’s about being felt. And to be felt, fame needs friction.
In this session, hosted by Outernet London CEO Philip O’Ferrall, we explore how one of the world’s most iconic cities in global ad land is being transformed through increasing use of data and AI. We discover how Outernet as a living, breathing media platform, alongside brands such as Tripadvisor, blur the lines between digital out-of-home, immersive storytelling, data integration, live entertainment, and real-time social engagement to create truly unique advertising.
The Future of Experiential Marketing
Join Westfield Rise and Warner Bros. Studios for an unmissable conversation exploring how immersive experiences are revolutionizing the way audiences connect with stories, products, and brands. From Minecraft takeovers to captivating real-world activations, discover how Westfield’s town square destinations are turning heads-and driving major results at the box office.
But this isn’t just for movie buffs. Whether you’re in retail, tech, fashion, or beyond, the strategies behind these blockbuster campaigns hold valuable lessons for every industry. We’ll also explore how to make experiential more sustainable by giving promotional sets and branded assets continued life across spaces. You’ll walk away with actionable insights on building high-impact, measurable experiential campaigns that create emotional resonance and deliver real business results.
Come for the cinematic magic. Leave with inspiration for your brand’s next big move.
Most rebrands die in the handoff. Stunning decks get approved – then fall apart in the wild. Logos stretch. Color palettes clash. Partners freestyle. Fans improvise. The brand world breaks. But what if your brand was built to scale from day one? If you’ve ever watched your brand guidelines collapse on contact with reality, this session is for you. Learn how brand worldbuilding can power more than marketing, but how it can build fandom, fuel culture, and future-proof your product. This panel illustrates these principles by demonstrating how Ubisoft and global brand agency Wolff Olins turned gaming title Anno 117: Pax Romana into a living, breathing world; across fan kits, collector’s editions, cookbooks, vinyl records, and beyond. Explore and design modular brand systems that empower not just marketers, but players, creators, vendors, and fans to expand the brand‚Ķ without breaking it.
For TIME, advancing its legacy means embracing AI as a catalyst for evolution rather than obsolescence, amplifying what matters most: delivering trusted journalism to people around the world, in more ways than ever before.
Join TIME’s Mark Howard and Scale AI’s Mihir Pandya, and Code and Theory’s Arjun Kalyanpur as they sit down with Kerry Flynn from Axios to explore their groundbreaking partnership, which goes beyond content licensing to support TIME’s AI journey.
As attribution gaps widen across OOH, CTV, and in-app environments, marketers are left without clear signals to guide spend. In this session, IRCODE founder Matty Beckerman introduces a new layer of infrastructure that connects real-world interaction to mobile experiences, enabling brands and platforms to activate content across surfaces they own. Includes a behind-the-scenes look at IRCODE’s Times Square interactive billboard and new white-label lens technology for advertisers and streamers.