Alvin Indra Winata Primary Author mixed material bibliography Jakarta LSPR 2022 en English

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Experiential marketing has become a key factor in communicating a brand value and message. It also works as a powerful tool to engage with a customer’s cognitive stimuli via live interaction to build long lasting memories. However, the disruption of the practice was imminent due to the ongoing COVID-19 pandemic. Hence, live interactions were limited, which in turn limited the brand’s ability to engage with their audience directly, leading to the lowering of the brand’s involvement rate. Therefore, this qualitative research investigates and explores the implementation of a case study by A Mild digital experiential initiative. The findings explore a new concept of digital experiential marketing strategy, a virtual world-based marketing concept called A Space. This practice emerges as a new strategy to cope with the situation. The findings of this research revealed the implementation strategy of A Mild, A Space the series that highlights the importance of building a coherent digital ecosystem, utilizing Emotional Stimuli & Transmedia storytelling. It is hoped that the implications of this research help to advise a brand and company to effectively implement their digital experiential marketing strategy and to be explored in further research in regards the customer perspective towards A Space as well as the quantitative evaluative point. kualitatif Marketing Communication skripsi 2022 Dr. Margaretha M. Van Eymeren Alvin Indra Winata NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.MKT.005.22 S101242SP Hanya Tersedia Softcopy. S1.MKT.005.22 sampul_skripsi.jpg.jpg 7133 2023-02-07 14:01:21 2023-02-16 10:22:37 machine generated