Brand Activation and Experiential Marketing


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SEA245 - Brand Activation and Experiential Marketing

Top brands are increasingly incorporating esports into their marketing mix to engage young consumers in an interactive and multi-sensory brand experience. Students will examine how brand marketers are strategically sponsoring and partnering with esports entities and events to bring their brand's personality to life by actively engaging consumers with their brand and creating an emotional connection between the consumer and the brand. Students will discuss how brands create deep-rooted value and loyalty among esports participants and audiences, while also examining how brands' use of event and experiential marketing, coupled with influencer/social media marketing, have driven the exponential growth of the esports industry.

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