Coffee + Case Studies: Toucans Around Town and Deadpool’s Sweet Tooth


Wednesday, February 13, 2019
7:30 a.m. – Registration
8:00 – 9:00 a.m. – Case Studies and Discussion

Have you ever had the urge to go out and hunt for a toucan in the middle of the Twin Cities on a cold winter day? You did if you wanted to win a free trip to Belize in late 2018. To help announce new direct flights to Belize on Sun Country Airlines, ICF NEXT (formerly ICF Olson) joined forces with their client, The Belize Tourism Board to launch an effort capitalizing on the first freeze of the year. The one-day campaign leveraged chatbots and earned media to engage people in a city-wide scavenger hunt, resulting in boosted awareness and interest in the new direct flight, and all that Belize has to offer.

And if the tourism bug didn’t get you, perhaps we can tempt your sweet tooth courtesy of the “Merc With a Mouth” and Trolli, all thanks to Periscope. Their anti-hero and anti-best practice campaign for a new candy debuting alongside Fox’s Deadpool 2 had sugar lovers and superhero movie fans alike digging into site tags and hunting for movie Easter eggs with sweet (get it, it’s candy!) results.

MIMA members, join us at Antenna on February 13th to get a window into the struggles and success these two teams found along the way to making this work a reality.

219 N. 2nd St. #300
Minneapolis, MN 55401

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Dustin Joyce, Creative Director at PERISCOPE
He recently exposed Deadpool’s package to the world with Trolli and Fox Studios, dropped the world’s rarest sneakers with James Harden and Adidas, and launched a “Weirdly Woven” product line with Mokuyobi Threads. Dustin believes creativity is a great power that comes with great responsibility and enjoys using innovation and passion to solve problems while helping others bring their best work to life. Over the past decade, Dustin has evolved to generate digitally-infused creative solutions for American Express, BEHR Paint, Buffalo Wild Wings, Fossil, P.F. Chang’s, Trolli, and enough brewing companies to fill a mini fridge.


Christopher Jensen, Digital Creative Strategy Director at PERISCOPE
Christopher has spent the past decade as a strategist and creative technologist bringing to life large-scale brand and product experiences. Prior to joining Periscope, he helped lead experience strategy at a large software development firm working as a consultant, UX designer and solutions architect on initiatives for brands like Google, Facebook, Purina, Estée Lauder, Kohler and more. Christopher’s background also includes running marketing and creative for a successful data analytics startup now part of Aon Hewitt as well as authoring scores of featured articles across a variety of well known regional and national media outlets.


Ed Dziedzic | Senior Partner, Brand Engagement
Ed brings over 22 years of strategic and creative brand-building experience. He has developed and directed holistic communications plans for clients across a broad spectrum of consumer and business-to-business categories and is most passionate about achieving measurable results. Prior to ICF Next, Ed excelled in account management at Minneapolis agencies Campbell Mithun and Martin|Williams. His successful trackrecord spans a diverse range of brands, including Con Agra’s Healthy Choice, Celestial Seasoning’s Teas and Herbal Supplements, Polaris Industries (snowmobiles, personal watercrafts and Victory Motorcycles), Lincoln Financial Group, 3M (Scotchgard, Post-it, Command Strips), Carlson-Rezidor Hotel Group, BISSELL, Aurora Health Care and Payless ShoeSource. Ed also has strong home improvement category experience having partnered with Andersen Windows, Marvin Windows & Doors, and Masco brands, including KraftMaid Cabinetry.


Rebekah Gustin | Partner, Client Solutions
With more than 15 years of experience in the industry, Rebekah excels at strategically bringing brands to life from inception to communication channels and transforming them through collaborative and strategic partnerships with clients of all types. At ICF Next, Rebekah is responsible for strategic account oversight, team formation, performance and work quality across Minneapolis based brand engagement clients. With an eye for detail and a passion for driving business results, Rebekah has led successful long-term partnerships by skillfully leading clients and internal teams through the development and execution of complex holistic marketing plans. She specializes in taking a tactically agnostic approach to tackling clients business challenges and curating teams to effectively deliver business driving results. Rebekah’s brand experience includes Commerce Bank, the Belize Tourism Board, 3M, Best Buy, SUPERVALU, Time Warner Cable, MyBurger, Scotts Miracle-Gro and Baxter Healthcare Corporation.


Jason Parker | Social Media Director
Jason has thirteen years’ experience managing social media and customer experience for brands. As Social Media Director at ICF Next, Jason leads social media strategy, creative, and analytics in the Minneapolis office of ICF Next for brands including Terminix, Belize Tourism, Pentair and Mary Kay Global. A self-proclaimed “early adopter” tech geek and “try everything at least twice” foodie, he has worked in both agency and corporate environments in the technology, retail, CPG, travel, lifestyle and manufacturing industries. Jason drives business results by going straight to consumers and end users to generate brand affinity, and has spent significant effort bringing data-driven insight to spark the creative process and to prove the impact of digital efforts. He played a part in breakthrough creative activations like sending a semi-truck full of ice cream to sports fans in Cleveland and renaming an island in Belize “Major Caye” as a nod to DJ Khaled (really). He has also developed customizable, proprietary indices to fundamentally change the way social media efforts are measured alongside other enterprise data, with adoption by brands like 3M.