Researchers from ANU run rule over Legoland to see why brands move into experiential marketing

Researchers form The Australian National University (ANU) will run the rule over Legoland to work out why brands are increasingly moving into the marketing of experiences.

Dr Stephen Dann, a marketing expert with the ANU College of Business and Economics, said leading brands use destination centres as a way to develop a competitive edge.

Says Dann: “You look at the Apple Store and people talk about it as a near religious experience. Anyone can replicate a product, but they can’t replicate an experience. Places like Legoland, Disney World and Apple Stores are about building an emotional connection under a branded roof. People will also buy while they’re there, because they want to take part of that experience with them.

Co-researcher Dr Andrew Hughes said key to the research will be in analysing how Legoland as a destination is promoted through social media in comparison to the real-life experience, and how that experience then effects behaviour.

Says Hughes: “Is that emotional intensity you experienced before you arrive maintained once you get there?”

“Do you have an emotional expectation that influences your experience at the venue itself, if so how does that experience change your thinking and behaviour afterwards in relation to that brand?”

Hughes said Lego is a perfect example of the way major brands are changing the way they build relationships with customers, starting at a very early age.

Says Hughes: “From a marketing perspective it is interesting to see the way kids connect with Lego. That strong relationship is there. That’s where they build relationships, at that very early age.”

Dr Hughes and Dr Dann will visit Legoland in Germany, Denmark and the UK whilst in Europe on other business.