SUMMARY
Experiential marketing makes us live gratifying and non-gratifying situations thanks to a focus on brand and customer that allows to generate links with the consumer through positive and negative emotions. The degree of personalization that a brand manages to establish with consumers is even more important. Consumers seek to be served in a differentiated way so as build preference and loyalty. We conceptualize customers as the audience to a great show filled with positive emotions and a sensation that they are important for the brand. This study objective is to identify elements of experiential marketing in the commercial strategy of Virgin Mobile. Qualitative research on customer behavior was conducted by means of focus group supplemented with projective techniques in order to determine either customers ‘motivation to engage with a specific brand or their level satisfaction. Publicity campaigns extracts were the material used to lead discussion.