Enduring Social Engagement: A Case Study on Commercial Applications for Enduring Social Engagement Strategies and Brand Community Growth
AuthorLenhart, Nicholas R.
AdvisorSchau, Hope Jensen
MetadataShow full item record
PublisherThe University of Arizona.
RightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
AbstractA comparative case analysis of two industry leaders, Red Bull and Burberry, allowed an exposition of current best practices and underlying engagement strategies with far reaching implications applicable to many industries apart from those in which each company resides. This article give an introductory look at initial engagement tactics through event marketing and new technologies before a depth analysis regarding preparing for and capitalizing on subsequent consumer engagements resulting in growing a brand community. Both companies successfully engaged their respective brand communities through event marketing and new technologies in a way that encouraged the transformation from passive members to active consumers and brand evangelists. Extrapolating the industry specific tactics each company implemented to achieve such transformation has allowed for an understanding of several best practices for social engagement utilizing new media and new technologies.
Degree ProgramHonors College