College - Author 1
College of Agriculture, Food and Environmental Sciences
Department - Author 1
Experience Industry Management Department
Degree Name - Author 1
BS in Recreation, Parks, and Tourism Administration
Date
12-2022
Primary Advisor
Brian Greenwood, College of Agriculture, Food and Environmental Sciences, Experience Industry Management Department
Abstract/Summary
The commercial marketplace is becoming increasingly experiential. Experiential marketing activations, particularly those done at music festivals, are emerging as a highly valuable marketing tool to impact brand recognition and loyalty through the creation of unique branded experiences. The purpose of this study was to examine the experiential marketing design practices utilized at selected branded activations within Outside Lands Music and Arts Festival 2022. A comparative analysis was conducted on three selected experiential marketing activations at Outside Lands: The House by Heineken, the Music Den by Toyota, and the Ocean Love Tour by Gray Whale Gin. The findings concluded that the presence of immersive and interactive elements, as well as relevance to the general festival experience, are crucial to creating an impactful, memorable experience. Recommendations included adding more interactive elements and increasing the presence of brand representatives within activations to escalate impact.
URL: https://digitalcommons.calpoly.edu/expindsp/29
Included in
Art and Design Commons, Business Administration, Management, and Operations Commons, Business and Corporate Communications Commons, Communication Commons, Music Business Commons, Music Performance Commons