Oplevelseskommunikation hos Danish Crown

Malene Mosbæk, Christina Ralph Vogelius, Morten Sejer Tranberg-Hansen, Jakob Møller Bøttiger & Lykke Vils Axelsen

Studenteropgave: Semesterprojekt

Abstrakt

With this report we wish to discover the meaning and use of the phrase experience communication. To investigate experience communication in action, we teamed up with Danish Crown who within recent years has used experience communication as part of their communication strategy. Based on experience communication theory and empirical studies we made an analysis of their campaign “Vi ses i køkkenet”. Our report demonstrates that experiences are a useful way of communicating. Participants confirm positive reactions on many of the aspects of the experience, especially within the elements: dialogue, education and activation. Though we have no criterion for success, we can confirm that the experience in this case well communicates Danish Crown’s payoff and that participants learn, interact and get involved on a personal level.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
SprogDansk
Udgivelsesdato18 jan. 2011
VejledereEva Ulstrup

Emneord

  • oplevelseskommunikation
  • mad
  • fødevareproducent
  • workshop
  • motivation
  • forbrugere
  • fødevarer
  • oplevelsesøkonomi