Customer Engagement White Paper

The document discusses customer engagement and how it differs from traditional marketing approaches. It uses American Idol as a case study of an effective engagement campaign. Some key points: 1) Traditional marketing relies on interrupt-and-repeat campaigns while engagement focuses on continual connections and conversations to build relationships over time. 2) American Idol harnesses technology and fosters virtual community to complement its TV show, mobilizing and energizing fans in both online and offline spaces. 3) Effective engagement requires a multi-channel approach combining online and offline experiences to establish repeated, satisfying interactions that strengthen emotional connections to a brand.