Aunt Jemima Frozen Breakfast wanted to let America know that their frozen pancakes are made just like homemade in their big kitchen in Tennessee. The team of dedicated, veteran employees uses real ingredients, pours the batter on a cast-iron griddle, waits until the pancakes bubble around the edges and then flips them – just like families do.

To bring the brand's "just like homemade" story to life and take the mystery out of how they're made, the Pinnacle Foods' brand committed to its first-ever video-propelled social media campaign designed to reach a female-skewing audience. The brand launched an online advertising campaign, which included the a series of long and short-form videos that were shot on location at the brand's factory. The videos ran on social games and mobile devices, driving an unprecedented number of opt-in video views and social interactions. The campaign was so successful that Aunt Jemima went on to use the videos for the brand's first TV campaign since 2006.

In 2011, User Insight invested half a million dollars and an entire year to study how people consume TV and social media and where the cross-sections occurred. This study, appropriately dubbed "The Social TV Experiment," netted findings that move marketers into an understanding of people beyond the traditional buying methods of demographics, to truly assess the marketing mix's role in communicating with people. There are core motivations behind why people do what they do and understanding these motivations and their representative behaviors is how brands can build products and messages that are appealing to the end user. This presentation will showcase the Social Media TV Experiment and how and where Moms fall into the spectrum of user types. This experiment surfaces how the social TV revolution stands to change how people watch, interact and consume TV and advertising content.

"The Queen or Kate Middleton should knight whoever invented the epidural... I think the epidural should be administered just before consummation. Just keep a main line of numbing solution flowing throughout your system for months or even years. Why only for a few hours AFTER the pain has started?" - excerpt from recently released New York Times Bestseller Ali in Wonderland and Other Tall Tales by Ali Wentworth

Accomplished actress, comedienne, author and mother of two daughters, Wentworth embraces the intimate moments of her life and lets us into her crazy world. With a voice in digital media, she is also host of the topical daily web show produced by Disney Interactive, Daily Shot with Ali Wentworth, and blogger mom for Babble Voices. In these environments, Ali connects with fellow Moms on her comedic outlook on life, the latest news and personal experiences.

This dinner event with Ali Wentworth will surely be a memorable evening.

Motherhood is a moment of profound transformation for a mom — what she does, who she talks to, how she communicates and what she want to watch. BabyCenter's Spring 2012 21st Century Mom Insights Series research, conducted in partnership with Nielsen, is being presented for the first time on April 19th. The research quantifies not only how new and expecting moms' media behaviors differ from the general online adult population, but also the emotional roles that different media platforms and types of content fulfill for these moms.

Key takeaways: Learn which media platforms mom uses, where she uses them and during which day part; what type of content she wants and when she wants it; the impact of time-shifting and the various devices mom leverages to fulfill her content needs and what types of ads/messages resonate with this tech-savvy and information-rich consumer.

Motherhood triggers immense change and moms are using digital tools and services to shop. 86% of moms use social media regularly and 40% of moms have shopped via a mobile browser in the past 30 days. Research conducted by BabyCenter and comScore details the dramatic spending influence of the 21st Century Mom® as compared to the general population and the seven rituals she employs to serve her unique and forever-changed shopping needs. Mom has become the leading indicator for the future of shopping. She is charting a new path to the register leveraging mobile and social as her trusty sidekicks.

Inna Kern, VP, Global Sales Marketing of BabyCenter will share insights into mom's rituals, how she uses new digital tools and how she's impacting specific vertical industries. Kevin Kells, National Industry Director, Consumer Packaged Goods at Google will discuss the acclaimed book "Winning at the Zero Moment of Truth" and the impact of the new decision-making moment that's changing the marketing rule book for nearly every brand in the world.

20 uses of QR Codes for brands, followed by 20 ways to NEVER use a QR Code. From the excellent to the inane, Sean X, Founder & Difference Maker at SXC Marketing, tears into QR Codes in a way that few presenters can. What are these mysterious boxes and what are they good for? Why have advertisers and brands become so enamored with them? This is a practical look at the impractical. Come away from this session with a checklist of the dos and don'ts of QR Codes, and how to make sure your brand doesn't EPIC FAIL in their usage.

Who says you can't put a price tag on friendship? Recognizing the ever-growing power of social platforms, brands and consumers are starting to cash in on their social currency through new trends in digital commerce. This presentation explores five key areas driving the future of social commerce - including the "Popular Click," "Flash Demands," and "Social Pricing" - and the implications and opportunities for brands in this new, dynamic space.

In her keynote, Tricia Nichols will share how GapKids and BabyGap have continually approached consumer engagement with moms, turning interactions into a long lasting bond with the brand. Through emerging and expressive brand platforms like Rock Candy and Casting Call and activation of recent partnerships with Pinterest and Diane von Furstenberg, Gap maintains permission from moms to further innovate and transform their digital and retail experiences. Moms are a true storyteller for this brand, and Gap provides moms and kids with the tools to express themselves in the ways that moms love.

The Hershey Company's portfolio of brands includes some of the most widely known, beloved and iconic brands in the American marketplace. Learn how The Hershey Company used a highly-targeted, multi-channel digital strategy to drive awareness and sales growth for one of its most popular heritage brands. Embracing strong consumer passion for baking with chocolate and cocoa, Hershey's delivered sweet recipe ideas to its core target of digitally savvy moms, while increasing brand relevance, loyalty and advocacy across leading social platforms in an exciting consumer promotion that drove strong sales performance in the process.

Is the deck stacked against dads when it comes to their perceived role and responsibilities as parents? Society and even marketers have suggested dads can't cook, clean or diaper as well as moms. The Parenting Group and Edelman recently conducted a study analyzing dad's role in the home, and the findings were staggering -- 82 percent of the men surveyed (whose youngest child was less than two years old) believe there's an "anti-dad" societal bias against them and 70 percent believe they are the parent who does the grocery shopping and makes the household purchasing decisions. How can the gap be that big and misunderstood by marketers?

Microsoft Advertising set out to determine whether dads really are an incredibly valuable and clearly "overlooked" target audience. In this session, we'll share our compelling survey findings, including where dads spend their time, what purchase decisions they make and how they make those decisions. We'll discuss how young dads are establishing themselves in adulthood and becoming more involved in key product categories. They maintain a heavy reliance on technology (notably PCs and smartphones) to connect, inform and simplify their lives and their purchase decisions. Is now the time for brands to seize this opportunity, do away with the former stereotypes and embrace dad as a key target audience?

Join Yahoo! and Chef Fabio Viviani, of Top Chef fame, for a live cooking event at iMoms. As the host of Chow Ciao!, one of Yahoo!'s newest original programs, Fabio uses fresh ingredients to whip up easy-to-follow and simple Italian comfort food. Tune in live to see this fabulous chef in action and add a new delicious recipe to your repertoire
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From the strategy and creative process right through to execution, Hendrix will present case-study examples of brands all moms can identify with such as Tide, Febreze and Olay. As the retail environment quickly evolves, it is more important than ever for brands to engage shoppers through the entire path to purchase. The key to effective campaigns is to appropriately use data to decide strategy, creative and the mix of activations to reach shoppers at the right time, with the right message, at their most receptive moments. Hendrix will discuss practical ways shopper marketers can measure and improve their shopper marketing efforts in the fastest growing marketing industry today. As the winner of six Shopper Marketing Effie Awards, Hendrix is uniquely qualified to share insights of shopper engagement, retail execution and the innovations of tomorrow. She will discuss:

• The importance of Shopper insights versus Consumer insights

• How to maximize SEO opportunities

• Is the digital evolution of retail leaving some shoppers behind

With the rapid development of mobile and point of sale technologies, the way consumers shop has changed dramatically. Shopper marketing now includes media channels far beyond the physical store that used to be the one and only area of focus. Shopper marketing is a complex science, and it's more important than ever before for brands to remain ahead of trend and in checkout lines both real and virtual. It is critical for brands to differentiate between shoppers and customers/consumers, and to keep focus on the "need state." Devora Rogers, Group Director, Global Business Development at Shopper Sciences will explore the latest trends from digital deal seeking to mobile payment to mobile way finding. Rogers will also share how brands are revealing and pursuing shopper influence wherever it takes place. Monumental consumer shifts require organizational nimbleness. Rogers will reveal how brands are responding structurally and in partnership with their agencies to drive purchase with a new set of platforms and tools.

Tricia Nichols, Global Lead, Consumer Engagement, Media Innovation and Partnership for Gap, has been a shopper marketing whiz throughout much of her career. In her current role, Tricia activates shopper and retail media strategies Gap, Gap Kids and Baby Gap, no small task. At, TracyLocke, Tricia managed several CPG brands in custom retail and shopper marketing initiatives that were game-changers in their time. Tricia will present the latest shopper marketing case study leveraging technical innovation in smart, thoughtful, ways that end with a cash register cha-ching, either real or virtually imagined.

Understanding how one's target consumers behave as shoppers in different channels and formats and using this intelligence to effectively market across the myriad paths to purchase a consumer may path for themselves is complex to say the least. After a day of consumer research, shared success stories, examples of innovation and more, Wade Allen, VP, retail at Rockfish Interactive will help bring attendee voices to the forefront of the dialog. Because you're each in the trenches every day, iMedia respects your voice as part of the collaborative intelligence that will move shopper marketing forward. Allen will surface the key challenges marketers face in the rapidly changing landscape of shopper marketing and ask you to weigh in, brainstorm with peers and join the conversation. Catch Allen at lunch and share your most pressing concerns in keeping pace and driving sales. It just may become the afternoon's core topic.

Video and game entertainment are now more than ever synonymous with family time. Rather than programs or games that cater to parents or to their kids, there's a whole new genre of "family engagement applications" that foster a way for families to connect via shared activities. Applications that are accessible and engaging for all ages in a family must be personal and allow for creative contribution unique to a family. They must celebrate a family's learning and milestones and most importantly, they need to be fun. What marketer would not want to participate as a contributor to a family's positive together-time? Join Kate Connally, CEO and Co-Founder at CoolSchool, Inc. to learn about the big up-and-comers in the family engagement genre of entertainment, how brands are participating and the do's and don'ts for supporting a family at play together.

No one knows better than Coca-Cola the power of a mom's conscience in driving the purchase decisions she makes for her family. Moms want the brands that they bring home and into the lives of her family to be a reflection of their own values. Coca-Cola is empowering moms to engage in community involvement and social responsibility initiatives through their own corporate responsibility initiative, LivePositively.com. With a majority of elements targeted specifically to moms, Live Positively provides Coca-Cola with a true win/win for their consumer target and themselves. Moms engage in recycling, scholarship development, environmental awareness and other programs to build a better world in partnership with Coca-Cola, driving brand awareness and connection among the power consumer: mom. Join L. Celeste Bottorff, VP, Living Well, for a deep dive on Coke's Living Well strategy, digital components and intricacies and overall impact on consumer engagement, brand loyalty and of course, bringing Coca-Cola products home from the stores with every family's number one buyer: mom.

Moms are behind the curve when it comes to leading tech adoption. Is this a perception or is it reality? The current assumption is that if you want to understand what's going to be big in technology, you go to tech aficionados (typically men). In this session, we will debunk and illuminate insights about moms as early tech indicators of what's "next" from apps to sites, and from mobile to tablets. The viewpoint at SMG is the next big thing isn't just about being new, it's about making a meaningful difference. Today's mom is a perfect filter for that. If the technology doesn't serve a meaningful purpose in her life, then it's not adopted and spread to other moms.

At SMG we view moms as leading indicators, and we will share how social listening is used by SMG's Moms Human Experience Center to provide an inside view into what moms are congregating around online. We will also discuss how we are using these insights to create meaningful human experiences for our clients, specifically P&G on mobile/tablet inspired activation.

Today, you'll find new players in the social media realm. From Pinterest to Tumblr, moms have found new ways to engage with each other that go beyond the now-traditional platforms like Facebook and Twitter. For marketers, these emerging platforms, such as Pinterest, allow users to connect in a visually appealing and interactive environment with even great opportunity for brand engagement.

In this session, Jessica Jensen, VP of Shine/Women's Lifestyles/Yahoo! Health, will speak to successful marketers about their own social efforts geared towards the important mom-audience and the opportunity for engagement within these new platforms. They will share key findings from their own experiences playing in the 'new' social media space and highlight trends and players in this field.

With women making 85% of all consumer purchases in the U.S. it's no secret that brands, especially in the CPG sector, are constantly looking for the best way to capture the pocketbook of the mom demographic. While brands can effectively connect with moms online or offline, this is only half the battle. Vic Catalfamo of Specific Media and Chase Miller of Nielsen Catalina Solutions will explain why a 360 degree approach that breaks down the silos between online and offline data is the key to influencing the purchase decisions of today's mom.

Integrating Specific Media's online data with Nielsen Catalina Solutions' access to offline data to identify households who buy CPG products in stores and then target them online is the only way brands can gain the full spectrum view of customers and engage with them accordingly.

Community has tremendous power to improve moms' lives, making them feel more optimistic and in-control across all aspects of their lives, from maintaining discipline to managing family finances, according to a recent study by CafeMom.

The importance of community also extends to brands. Moms trust other moms seven times more than they trust advertising (80% versus 11%*), making it more crucial than ever that brands understand how to tap the power of community and word-of-mouth in their campaigns.

Hallmark has harnessed this extraordinary power of community on CafeMom, the largest and most vibrant online community of moms. Hallmark's "Parenting Positive Kids" Community Center encourages moms to embrace the everyday, any-day perfectly imperfect moments that comprise motherhood, producing remarkable campaign results. This must-see case study will cover:

• How brands can add real value to communities, while still supporting brand positioning

• What brands need to do to activate brand champions to inspire trust and trigger word-of-mouth

• How to leverage the power of community throughout your marketing efforts

*Moms in Community, The Power of Community to Improve Lives – presented by CafeMom

Location seems to come up in every conversation, and it's hard to deny the transforming effect on mobile, social, and commerce. And that, of course, means a transforming effect on advertising. While the beginning of summer is on most of our minds, back-to-school and the holidays will be here before we know it. Location Advertising will play a significant role in how consumers engage, shop, and interact with brands. It is crucial for brands to understand the location marketplace as they strategize their marketing initiatives.