Abstract:

Today, marketing communication cannot be based solely on information about the product, brand or service. To attract attention and establish a relationship with the consumer, it must give value, help build identity, or be recreational. T-Mobile organized two unique events aimed at engaging consumers using pop culture. One collaborated with the famed singer Katy Perry (Hungary, Poland), and the second included the equally famed singer Mariah Carey (Croatia, Germany, Montenegro, Macedonia, Poland). These events created challenges for organizers as well as researchers, who were responsible for evaluating the participants as well as the suitability of the events to the T-Mobile brand. The challenges of evaluating events, how methods and instruments of research were adjusted to measure emotions, and a comparison of real occurrences with the symbolic brand representation are highlighted.