How brands keep their event marketing fresh over the long term
Hollywood does it (why else bring out a third X-Men movie). So do writers (even, as in Gone With the Wind, when the original author was long deceased). Brands are just as susceptible to sequels, and for the very same reason: audiences like them–to a point. The challenge is finding the right mix of familiar elements and new experiences that draw the faithful and engage new consumers.
This summer, dozens of brands will be rolling out tours, sponsoring events and staging “happenings.” In this report, we look at four successful programs that have been re-invented each year to keep consumers clamoring for access. We’ll consider what brand management has learned from prior executions and how they are applying those lessons to this year’s campaigns.
BONUS: New research findings on consumer attitudes and preferences in event marketing.
 |
Download the full special report New Every Time |
Network
