Emotional engagement and experiential marketing: a case study of the Athens Olympic Games
by Konstantina Davou, Des Thwaites, Simon Chadwick
International Journal of Sport Management and Marketing (IJSMM), Vol. 4, No. 1, 2008

Abstract: Major sporting events are making increased use of Mascots in their marketing communications activities. The Olympic Games is one such event, with the 'Phevos' and 'Athena' Mascots being omnipresent throughout the 2004 Games in Athens. Using a case-study approach, this paper sets out to examine event Mascots as elements of an experiential marketing strategy. Drawing from a series of interviews with senior Games officials, the way in which Mascots are used to generate emotion, create brand association and stimulate sensory experiences is examined. This paper concludes by identifying how Mascots are used as differentiators, value providers and consumer motivators.

Online publication date: Wed, 26-Mar-2008

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