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SMCKC November Breakfast: VML and Snapchat - Building A Millennial Following

  • Grand Street Cafe 4740 Grand Avenue Kansas City, MO, 64112 United States (map)

Despite several years of record-breaking tourism numbers, the state of Tennessee was seeing the number of millennial visitors decreasing. Since millennials spend hours a day on Snapchat, VML helped Tennessee launch their own channel to engage with them. But it's the hardest platform to build a following on…

Garth Brooks was about to earn his 7th diamond, making him the biggest selling U.S. solo artist of all time (even bigger than The Beatles). Since all of his music was made in Tennessee, the idea was to bring him back to Nashville to celebrate with a free concert and make Tennessee’s new Snapchat channel the only way in.

Learn how the VML team approached the content calendar, media rollout and logistics leading up to this “Snap Your Way In” concert and tourism effort.

You'll learn:

  1. Fans respond to unique experiences that don’t feel like advertisements. People came from 43 states and 5 countries to attend the event with every seat filled, and thousands more listened from outside the venue.
  2. Snapchat is a space to showcase exclusive experiences that evoke more personal levels of engagement that the channel is valuable for.
  3. Ephemeral channels like Snapchat create new challenges around creating content, connecting to other channels and extending content past Snapchat.

About our Speakers

Allison Pierce


As Group Creative Director at VML, Allison focuses on creating ideas that make brands famous. She started her career at Barkley, working on the iconic “Two Guys” campaign for Sonic Drive-In.

Joining VML in 2010, her first two years were spent creating and writing campaigns for Gatorade—winning a Cannes Lion, Effie and multiple national Addy awards in the process. Since then, she’s helped create buzz-worthy campaigns for other VML client brands including Tennessee Tourism – which has earned her five more Cannes Lions, five Clios, and a One Show Entertainment Gold Pencil.

Over the past year, she’s helped complete the first documentary film to ever tell the story of the birth of country music, put on the first live concert in two cities at once, developed a campaign that took real-time data personalization to the next level, and built Tennessee’s Snapchat following by turning the social platform into the only way into a free Garth Brooks concert.

Alyssa Murfey

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Alyssa works as a Senior Channel manager in the Channel Activation department, collaborating with clients, social platforms and VML team members to develop social media strategies that will work the hardest to meet brand goals. She has experience working with Tropicana, Hallmark, Propel, Stubborn Soda and Caleb’s Kola. Most recently, she has been working with Tennessee Tourism and EXPRESS.

Before coming to VML, Alyssa was the Director of Strategy at emfluence, a full-service agency in Kansas City that also has its own email service platform. There, she created the social strategy department and learned the ins and outs of email marketing and website best practices.

Being a lifelong learner and a proud nerd, Alyssa revels in researching and sharing knowledge about emerging platforms, technologies and marketing strategies.

Kelly works as a Senior Channel Manager in the Channel Activation department at VML, a full-service advertising agency headquartered in Kansas City, Missouri. She spends her days focusing on media strategy, planning and buying for VML clients. During her 3-years at VML she has worked with brands across many verticals including Tazo Tea, Silpada, EXPRESS, Till Vodka, and most recently Tennessee Tourism and Fulfillment by Amazon.


Kelly Fischer

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Kelly has helped lead the media strategy for Tennessee Tourism for the past 3 years, helping grow the brand through award winning media and creative projects like “Snap Your Way In”, “Live from Tennessee”, “Tennessee Matchmaker” and more.Prior to joining VML in 2014, Kelly attended Kansas State University and began her career working at a KC startup marketing agency. There, she led the media activation team while growing her skills set in social media and paid search media tactics. 

Apart from her career, she enjoys attending live music events, staying active, reading Harry Potter books and touring the globe.


Big thank you to our official breakfast sponsor, Grand Street Cafe. For over 20 years, locally owned and operated Grand Street has been a Kansas City favorite for its modern American cuisine. Located in the heart of the Country Club Plaza and in Lenexa, Grand Street is the perfect retreat for unforgettable dining.

Refunds/Cancellations: We know that issues come up and sometimes you cannot attend our events after you have registered. Please let us know if you cannot attend immediately as we are financially responsible for accurate guest, food and drink counts. No refunds can be offered if you cancel less than five (5) days prior to an event. Thank you.