Neves, Ronaldo MendesBarros, Giovanna Balza de2025-01-242025-01-242025-01-08BARROS, Giovanna Balza de. Mãe, não é só uma fase! : Analisando a marca Vans no festival I Wanna Be Tour 2024 como estratégia de promoção de marca. 2025. 19 f. Trabalho de Conclusão de Curso (Comunicação Social - Publicidade e Propaganda), Centro de Ciências Humanas, Letras e Artes, Universidade Federal do Rio Grande do Norte, Natal, 2025.https://repositorio.ufrn.br/handle/123456789/61936The article aims to explore, through a descriptive case study with a qualitative approach, the live marketing tactics employed by the footwear and apparel brand Vans during the 2024 I Wanna Be Tour festival, seeking to understand how the brand's sponsorship and activations impacted its image and connection with an audience which it already engages with. The theoretical framework covers concepts of live marketing, event promotion, and sponsorship. The analysis includes data from social media and the brand’s and event’s official websites, as well as related news reports. Categorically, it was demonstrated that the actions, based on the organization's values of authenticity and creativity, provided emotional experiences that engaged participants.Attribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/Comunicação de marca; Live Marketing; Marca; Patrocínio.Brand Communication; Brand; Sponsorship.bachelorThesis