Marketing Experiential Events Through New Media

Abstract

This chapter reviews the event marketing literature to show how events play a crucial strategic role in the new mediascape. In the context of new media, events could be used to amplify a brand communication strategy at all event stages: before-during-after. In particular, this chapter explains how companies realize augmented and adaptive marketing experiences in omni-channel environments, thanks to the positive effect of digitalization. The chapter employs the Why-How-What framework and the Hero model to analyze a successful event case-study, the Ferragnez wedding, which has become a brand itself. The authors make the case for using events to communicate companies' value propositions within their sectors and to advertise their brands, products and services.