Experiential Marketing A Case Study of Samsung

Question: Experiential marketing- a case study of Samsung. Answer: Engagement marketing or experiential marketing is a kind of marketing strategy that aims at gaining direct engagement with the consumers to encourage them to participate in the marketing of the brand (Chen 2014). Several companies take the opportunity of mega events to directly encounter with consumers. An example of successful experiential marketing can be discussed here. In the year 2012, during the Olympic Games, Samsung used the same technique to engage the visitors with their brand. Samsung was one of the sponsors of the event. The company created brand experience in the different destinations of the game around London, Stratford International, and Canary Wharf, Heathrow, Broadgate and other such destinations. Approach made by the brand to involve the consumers with the brand by allowing them to play games in their Olympic Games app. The users can even take photographs on their newly launched smart phone, Galaxy S3 that could be easily converted into personalized badges or photographs. The promotion was reached with an approach of creating a competition. It was by this mean that resulted in the participation of more number of people. However, the experiential marketing did not create positive effect on the selling of their products. It was observed that people who participated in the competition soon left after the activities were done (Schmitt and Zarantonello 2013). Average interaction time with the target people was about 8 minutes. However, feedback from the customers was gained by this mean. 9 out of 10 participants claimed to use Samsung phones in future. Reference list: Chen, I.H., 2014. A study of the effect of experiential marketing on customer purchase intention: case study of the Taipei International Sports Cycle Show.The Sport Journal,17. Schmitt, B. and Zarantonello, L., 2013. Consumer experience and experiential marketing: A critical review.Review of marketing Research,10, pp.25-61.