Experiential marketing for Bicing users
Primarily focused on B2B market
Let Bicing (bike rental program in Spain)
users experience Tribiky
Let tourists experience Tribiky!
60 million tourists per year
Provide Tribiky for tourists while traveling
in Spain
Depth interviews, life story interview
Focus groups
Projective techniques
- Word associations
- Sentence completion
- Cartoon tests, Story telling (i.e., thematic apperception tests )
Ethnography
- Participant observation
Allows the participant to describe what is meaningful or important to him or her using his or her own words rather than being restricted to predet
<1.Tokyo Disney Resort>
Tokyo Disney Resort is a theme park and vacation resort located in Urayasu, Chiba, Japan, just east of Tokyo. It is owned and operated by the Oriental Land Company with a license from The Walt Disney Company. The resort opened on April 15, 1983, as a single theme park (Tokyo disneyland), but developed into a resort with two theme parks, two (Disney) hotels and a shoppin
Experiential Marketing)'의 저자인 Schmitt의 이론을 중심으로 살펴보자.
2) 체험마케팅에 의한 브랜드 구축
미국 애플컴퓨터의 'iMac'이나 스타벅스 커피의 성공사례 이면에는 소위 '체험마케팅'이란 작용했음을 알 수 있다. 체험마케팅은 전혀 새로운 마케팅의 대안이 아니라 기존 여러 마케팅 개념의 결합
satisfaction derived from playing them. This chapter presents an overview of games and gambling because they play an important role in generating revenues around the world.
Entertainment refers to live and mediated performance experiences such as a concert, dance, or drama, including the pleasure received from viewing comedy or magic
Recreation consists of activities or experiences carried on w