Pop concert experiences: Connecting with consumers through pop-culture

Tomasz Jedrkiewicz and Robert Zydel

This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey.

Pop concert experiences: Connecting with consumers through pop-culture

Tomasz JedrkiewiczT-Mobile Polska, PolandRobert ZydelSaatchi & Saatchi Think Tank, Poland

Preface

We began our love affair with marketing communication in research agencies, yet today we are more into strategic planning. We both specialised in qualitative research, but we were always fascinated by non-standard methods. A few years ago we decided to leave the agency and launch our own research boutique, Nuq Research, where we have been examining non-standard ethnographic and behavioural methods. At Nuq we have been undertaking various projects on lifestyles, particular consumer groups and new technologies. We...

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