A review of experiential marketing tactics on consumer engagement at live events: A case study of a music festival in Port Harcourt, Nigeria
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Background of the study
Experiential marketing is an innovative approach that engages consumers through immersive, real-life experiences, particularly at live events. This study reviews experiential marketing tactics and their impact on consumer engagement at a music festival in Port Harcourt, Nigeria. As live events continue to be a critical platform for brand activations, experiential marketing has gained prominence for its ability to create memorable interactions that foster emotional connections between consumers and brands (Ifeanyi, 2023). Music festivals, with their high-energy environments and diverse audiences, offer an ideal setting to implement and evaluate these tactics. The study examines how interactive installations, live demonstrations, and branded activations contribute to consumer engagement and overall event satisfaction (Chidinma, 2024). However, challenges such as logistical constraints, budget limitations, and varying consumer expectations can influence the effectiveness of experiential tactics (Emeka, 2025). This review synthesizes theoretical and empirical insights to provide a comprehensive analysis of experiential marketing’s role in enhancing consumer engagement at live events.
Statement of the problem
Despite the potential of experiential marketing to enhance consumer engagement, music festivals in Port Harcourt often experience challenges in implementing these tactics effectively. The primary issues include high costs, logistical complexities, and the difficulty of ensuring that all consumers have a consistent, positive experience. Additionally, there is a gap in the literature regarding the specific tactics that resonate most with festival-goers. This study seeks to address these challenges by evaluating the effectiveness of various experiential marketing tactics and identifying the factors that influence consumer engagement at live events. The goal is to provide actionable recommendations for optimizing experiential marketing strategies at music festivals (Chidinma, 2024; Emeka, 2025).
Objectives of the Study
To review experiential marketing tactics used at live events.
To assess the impact of these tactics on consumer engagement at a music festival.
To propose recommendations for enhancing experiential marketing strategies.
Research Questions
What experiential marketing tactics are employed at music festivals in Port Harcourt?
How do these tactics affect consumer engagement and event satisfaction?
What strategies can be implemented to improve the effectiveness of experiential marketing at live events?
Significance of the study
This study is significant as it provides insights into how experiential marketing can be harnessed to enhance consumer engagement at live events. The findings will benefit event organizers and brands by offering practical strategies to improve audience interaction and overall event success. The research contributes to the evolving literature on experiential marketing and its application in dynamic event settings.
Scope and limitations of the study
The study is limited to examining experiential marketing tactics at a single music festival in Port Harcourt, Nigeria, and does not extend to other types of live events or geographic areas.
Definitions of terms
Experiential Marketing: Marketing strategies that engage consumers through immersive, interactive experiences.
Consumer Engagement: The level of interaction and involvement a consumer has with a brand.
Music Festival: A live event featuring multiple music performances and related brand activations.
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