Engagement marketing, sometimes called “experiential marketing,” “event marketing”, “on-ground marketing”, “live marketing” or “participation marketing,” is a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand. Consumer Engagement is the ultimate point in which a brand and a consumer connect in order to offer a true experience related to the brand’s core values. It is a long term connection that must be enhanced over time.