College

College of Agricultural, Food, and Environmental Sciences

Department

Recreation, Parks, and Tourism Administration Department

Degree Name

BS in Recreation, Parks, and Tourism Administration

Date

3-2018

Advisor(s)

Kevin Lin

Abstract

The evolution of marketing has shown a general progression towards experiential and digital marketing, and away from traditional marketing. Digital and experiential marketing are at the forefront of many company’s marketing strategies due to their ability to form lasting brand relationships with consumers. The purpose of this study was to examine the marketing techniques of the Outside Lands Music Festival and their draw on millennials. Research for this study was gathered using a case study guide established by the researcher, which highlighted the past experiential and digital marketing efforts of Outside Lands and their sponsors. The results of this study indicate that the variety of digital and live brand experiences facilitated by the organization and its sponsorships are highly effective in connecting with millennials. It is imperative that Outside Lands and their sponsors continue to progress their experiential and digital marketing efforts to provide millennial consumers with extraordinary experiences.

Included in

Marketing Commons

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