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Marketing Experiential Events Through New Media: The Ferragnez Wedding Case

Marketing Experiential Events Through New Media: The Ferragnez Wedding Case
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Author(s): Chiara Piancatelli (SDA Bocconi School of Management, Bocconi University, Italy), Marta Massi (McGill University, Canada) and Deborah Carolina Raccagni (Bocconi University, Italy)
Copyright: 2021
Pages: 16
Source title: Handbook of Research on New Media Applications in Public Relations and Advertising
Source Author(s)/Editor(s): Elif Esiyok (Atilim University, Turkey)
DOI: 10.4018/978-1-7998-3201-0.ch008

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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.

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