Event Marketing School of Cool 3Second dalam Meningkatkan Brand Awareness

This study aims to understand how the event marketing strategy implemented by the local brand 3Second through the School of Cool program can enhance brand awareness among students at SMAN 8 Bandung. Using a qualitative approach with a case study method, data were collected through in-depth interviews, observations, and documentation. The results indicate that the experiential marketing approach featuring interactive, educational, and emotional activities based on the 7I principles (Involvement, Interaction, Immersion, Intensity, Individuality, Innovation, and Integrity) successfully engaged students and strengthened positive brand perceptions. This research concludes that well-designed event marketing can create meaningful experiences that foster consumer loyalty and pride in local products. Abstrak. Penelitian ini bertujuan untuk memahami bagaimana strategi event marketing yang diterapkan oleh brand lokal 3Second melalui program School of Cool dapat meningkatkan brand awareness di kalangan siswa SMAN 8 Bandung. Menggunakan pendekatan kualitatif dengan metode studi kasus, data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa pendekatan experiential marketing melalui aktivitas interaktif, edukatif, dan emosional yang diwujudkan dalam prinsip 7I (Involvement, Interaction, Immersion, Intensity, Individuality, Innovation, dan Integrity) berhasil membangun keterlibatan siswa secara aktif dan memperkuat persepsi positif terhadap brand. Penelitian ini menyimpulkan bahwa event marketing yang dirancang secara strategis mampu menciptakan pengalaman bermakna yang mendorong loyalitas dan kebanggaan terhadap produk lokal.