O evento como estratégia de marketing experimental no caso Skol Sensation

Abstract

This paper aims to introduce experiential marketing as a solution to companies seeking a differential against the highly competitive market and ways to engage the audience through the case study of successful Skol Sensation. Towards achieving the goals, the difficulties faced by businesses in contemporary society will be analyzed through authors focused on the study of the society, as Stuart Hall, Nestor Canclini, Lipovetsky and Manuell Castells. With the understanding of the new social demands on brands, can be introduced, conceptualize and contextualize experiential marketing, understanding their strategies, objectives and functionality within the market. Thus, it will be analyze the event as the main strategy of experiential marketing, their meanings and relationships as communicational tool and the importance in the approach of the relationship between business and customer, with the theoretical basis of the studies researcher Maria RosanaCasagrande. Finally, the study on the Skol Sensation event as a successful strategy of experiential marketing, deepening the communication power of that event and comprising, as it did, the scope and loyalty of the audience with the brand Skol.