Upplevelsemarknadsföring enligt Generation Y : En fallstudie med undersökning om målgruppens erfarenheter kring upplevelsemarknadsföring

As society has developed from information society to experience society there are higher demands set upon companies and organizations to be able to look into the people´s need of a meaning making. Experiences are not only used to sell products and services but also in marketing of these. Marketing industry is constantly evolving to find new creative ways and solutions to reach out to their consumers. Today most people are constantly connected online via their smartphones and tablets. Young people in this case study, mentioned as generation Y, has been shown to have a major impact on the development of Internet-based services and products. This is due to the fact that generation Y is the first generation daily growing up with the internet. Through the use of internet and other technology they are today exposed for a great deal of communication and forced to choose among important and unimportant information. This has contributed to a critical approach and high demands on information. In this case we have done studies of literature and group interviews with target group of 13-17 year old ones. We ask ourselves how to reach these young people through using experiential marketing in communication.Key words: Experiential marketing, generation Y, professional experience production, authenticity, social media, celebrities and image in marketing, word of mouth.Validerat; 20140622 (global_studentproject_submitter