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Erschienen in:
2018 | OriginalPaper | Buchkapitel
9. Pulling Back the Curtain: Wicked Experiences
verfasst von : Kent Drummond, Susan Aronstein, Terri L. Rittenburg
Erschienen in: The Road to Wicked
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Abstract
This chapter discusses the experiential marketing techniques that have helped to sustain Wicked for so many years. We analyze six key data points: New York’s “Behind the Emerald Curtain Tour,” the traveling mall-show “The World of Wicked,” “A Special Performance of Wicked Songs,” “Witches’ Night Out,” the Broadway Green Alliance, and the “BullyBust” initiative. Taken together, these Wicked events keep the show in the public eye, reinforce its brand, and provide consumers with multisensory embodied experiences. They attract new consumers to the show while fostering an emotional connection with established consumers.