An Exploration of Brand Experience in the context of Event Marketing

Event Marketing has recently enjoyed a rebirth as strategy of choice for brands seeking to engage consumers across all demographics and markets. However one cohort in particular are of interest to brands: the Millennial generation. Millennials are now the largest living generation globally, however they are proving difficult to engage due to their connection to digital technology, diverse media consumption habits and unique outlook on life. Therefore understanding their motivations to engage with branded events is of prime concern to marketers. The strength of Event Marketing is that it allows brands to stage immersive and authentic experiences where these consumers can actively participate and create their own experiences, to share and amplify within their own networks. More importantly, for an educated cohort that prioritises experiences over possessions, branded events can provide consumer value, in the sense they can offer authentic experiences which by being part of can set attendees apart from others, whilst still being part of a bigger cultural conversation. Therefore the inclusion of Event Marketing in Millennial consumer-brand targeting strategies is now seen as a vital tool that can capture their hearts and minds in return for their wallets. The purpose of this study is to explore if branded experiences, delivered though Event Marketing, can create emotional bonds between Millennials and brands. It seeks to understand how emotive drivers triggered through different dimensions of experience can influence consumer-brand relationships. Factors that contribute to experiential outcomes such as participant co-creation and value creation are explored. The research investigates event staging to evaluate most effective brand experience design, whilst also identifying current challenges and future opportunities. Qualitative research was undertaken through in-depth interviews amongst a sample of Millennials, to gain rich insights into their subjective opinions and insights. Research analysis indicated that brand experiences delivered through Event Marketing connect strongly with this cohort across all brand dimensions measured, with both brand loyalty and event loyalty key themes arising out of the findings. Other results suggested co-creation is an essential engagement factor, influenced by all participants including event staff, while value can be gained through participation alone. Event design is a critical consideration, with thoughtful executions that match expectations providing memories that live well beyond the actual event itself. Finally, results were discussed with regard to previous findings and recommendations were considered for future research and industry practice