Extreme and adventure activities as experiential marketing tools: A state of the art analysis of experiential marketing tools, especially in regards to the "Base Flyer" by Jochen Schweizer Projects AG

This book aims at evaluating the experiential marketing potential of extreme sport activities, in special regards to the new sponsoring platform: the Base Flyer in Berlin. The book places particular emphasis on the importance and latest development of experience marketing, a tool to let brands and consumers enjoy interacting together. The findings revealed that if a brand finds a way to associate and authentically connect its values with the extraordinary and explicit character of extreme and thrill sport activities, the marketing campaign will have a sustainable impact on consumers' brand perception. In order to give insights into the advantages of applying an extreme and thrill sport activity as an experience marketing tool, the author established a hypothetic sponsoring concept. It explains how to use the Base Flyer station, an extreme activity plat-form, as a communicator for a brand's personality and value orientation.