Sinead Thesis

About

Hi

I’m currently studying for my Masters and am working on my Thesis. I’m interested in discovering new and more effective ways of creating customer engagement online, using music.

I have come up with the following idea

the brand has a message – the brand needs a platform to spread their message – the brand needs to create interest in their message therefor an engagement tool is needed

 

Message – Brand

Platform – Online

Engagement Tool – Music

 

“Now, in days where content scarcity no longer exists, experience is the product…Content is no longer king. Its throne has been taken by experience” Mark Mulligan

 

“Music can create a bond between consumers and brands”(Fulberg 2003)

 

I have been trying to find examples of this

 

Smirnoff

t mobile

intel

Ambercrombie and Fitch – playlist link

heinekenmusic

Becks

Punto

 

I would love to get peoples opinions on this subject and if you know of any more examples let me know

 

 

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Rayan Parikh – 2009

"The approach of using music to connect with viewers on a deep emotional level rather than a rational or congnitive level in advertising fundamentally redefined it as a brand building tool."

Schmitt 1999

"Creating cognitive problem solving experiences that engage customers creativity"

Sounds like branding

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