Marketing experiential events through new media: The Ferragnez wedding case

Chiara Piancatelli, Marta Massi, Deborah Carolina Raccagni

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


This chapter reviews the event marketing literature to show how events play a crucial strategic role in the new mediascape. In the context of new media, events could be used to amplify a brand communication strategy at all event stages: before-during-after. In particular, this chapter explains how companies realize augmented and adaptive marketing experiences in omni-channel environments, thanks to the positive effect of digitalization. The chapter employs the Why-How-What framework and the Hero model to analyze a successful event case-study, the Ferragnez wedding, which has become a brand itself. The authors make the case for using events to communicate companies ' value propositions within their sectors and to advertise their brands, products and services.

Original languageEnglish
Title of host publicationHandbook of Research on New Media Applications in Public Relations and Advertising
Number of pages16
ISBN (Electronic)9781799832034
Publication statusPublished - 7 Aug. 2020


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