Experiential events in the communication and advertising strategy of the brewing sector

Abstract

Introduction: The brewing sector is committed to advertising communication strategies in which brand experiences and their dissemination in social networks stand as fundamental premises to achieve strategic objectives. Experiential events emerge in a notorious way to reinforce consumer brand experiences. Methodology: This descriptive, exploratory and multivariable research characterizes the experiential events of the sector with a methodological design based on content analysis; it also analyzes the effectiveness of the dissemination of events through Instagram and YouTube, along with the overall interaction and engagement obtained by beer brands on Instagram. Results: The musical and single promoter events stand out as immersive experiences, with a limited presence of influencers and with a 2.0 communication strategy that is not profitable in the execution and post-event phase. The overall interaction obtained in the digital platforms analyzed is quite irregular, and engagement, with the exception of some brands, shows modest results in terms of the design of user-oriented experiences. Discussion: These experiential events in the beer sector can be reformulated as creative proposals for different targets, and their communicative-relational strategy should be reinforced in certain phases of their planning. Conclusions: The experiential 2.0 events developed by beer brands stand as a powerful communication tool that allows to establish and strengthen links between brands and consumers to generate engagement, notoriety, public image and reputation.