APLICACIÓN DEL DESIGN THINKING A LA CREACIÓN DE EVENTOS EXPERIENCIALES

Abstract

Resumo O objetivo do estudo é descobrir se as propostas do Design Thinking podem ser usadas para criar Eventos Experienciais e propor um modelo. O método de trabalho tem sido a revisão da literatura científica relevante sobre Design Thinking, Experiential Marketing e Event Design. A principal constatação é a proposta de um Modelo baseado no Design Thinking para ajudar as empresas a planejar eventos de marca criativa e colaborativa que gerem experiências significativas em seus clientes. Para continuar esta linha de pesquisa, o uso do Modelo proposto deve ser colocado em prática e seus resultados analisados a partir da perspectiva da qualidade das ideias resultantes. Palavras-chave: Design thinking. marketing experiencial, experiências de marca, desenho de eventos. Abstract The aim of the study is to find out if the creative proposals of Design Thinking can be used to devise Experiential Events and propose a model. The method of work has been the review of relevant scientific literature on Design thinking, Experiential Marketing and Event Design. The main finding is the proposal of a Model based on Design Thinking to help companies to plan-creatively and collaboratively-brand events that generate significant experiences in their customers. To continue this line of research, the use of the proposed model should be put into practice and its results analyzed from the perspective of the quality of the resulting ideas.