O marketing experiencial na estratégia de ativação da marca SIC

Abstract

We are living in an increasingly globalized world, where the competition in the market is stronger than ever. Talking about the media market specifically, technological evolution and the consequent multiplicity of broadcasting devices, the proliferation of channels, social networks, streaming platforms, among others, came to create the need for innovation. Experiential Marketing emerges as a completely different way to communicate, to bring brands closer together with their consumers, and to survive in this new scenery mentioned above.After my internship at the television station, SIC, in the department of Marketing, Communication and Creativity, I decided to address, in this dissertation, the concept of Experiential Marketing. My main objective is to contribute to a better understanding of the importance and effectiveness of this type of marketing strategy and to show how these experiences, both online and offline, play an important role in the strategy of activation of the brand SIC.With this study I was able to get a deep knowledge, not only about the different engagement techniques used by SIC to attract the younger generations, aged between 15 to 24 years old, but also, in a generalized perspective, how this age group is actually impacted by the media market.The research for this dissertation was based on a literature review about the main concepts under study, followed by the application of an empirical research, based on mixed methods, in order to reach both the professional and consumer side. In addition to this participative observation during the internship, in-depth interviews were conducted with professionals from Impresa Group and a survey was conducted to people in the age range of 15 to 24 years old.After analyzing all the information obtained through the different methods of research, it was possible to conclude that experiential marketing plays a major role in the strategy of brand activation for SIC in the target audience in question (15-24 years old). Another aspect that was taken into consideration was the covid-19 pandemic and the respective forced isolation of the population that has brought new opportunities to communicate with this target, since the digital media, preferentially used by them, have become the stage for experiential marketing actions.An important point to mention is that this research did not allow us to measure the real effectiveness of the use of experiential marketing in the strategy of activation of the brand among this young target group because, through the empirical study carried out, it was not possible to infer a direct and consequent relationship between these two variables. The absence of monitoring and evaluation studies of the brand activation strategy made by SIC television channel contributes greatly to this gap. Nevertheless, the effectiveness of the contribution of experiential marketing to the creation of a relationship between SIC and its younger target audiences cannot be questioned. However, this phenomenon still has room to be better measured and developed, in a context where social media gain an increasing relevance.

Date of Award	25 May 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mariana Victorino (Supervisor)