An Investigation into Integrated Marketing Communication (IMC) and Their Role in Red Bull Kumite

Wong, Venice Wen Xuan (2025) An Investigation into Integrated Marketing Communication (IMC) and Their Role in Red Bull Kumite. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

The rapid growth of the esports industry has transformed competitive gaming into a global entertainment platform where marketing communication plays a critical role in shaping audience engagement and brand success. This study investigates the role of Integrated Marketing Communication (IMC) strategies in international competitive gaming events, using Red Bull Kumite as a case study. Specifically, the research examines how key IMC strategies—namely sponsorship and brand partnerships, digital and social media marketing, influencer and streamer collaborations, and experiential marketing—are applied and how variations in these strategies influence audience engagement and participation. Guided by the AIDA model (Attention, Interest, Desire, Action), the study adopts a qualitative research design based on secondary data analysis. Data were collected from academic literature, industry reports, official event documentation, promotional materials, and credible media sources related to Red Bull Kumite. Observational and descriptive analysis was employed to identify recurring patterns, thematic strategies, and their influence on both behavioural engagement (such as viewership, social media interaction, and purchases) and psychological engagement (such as emotional attachment and brand loyalty). The findings reveal that Red Bull Kumite employs an integrated and cohesive IMC approach, where sponsorships are embedded into the event identity, digital platforms are used for continuous storytelling, influencers enhance message authenticity, and experiential elements create immersive and exclusive fan experiences. These strategies work synergistically to guide audiences through the AIDA stages, demonstrating that prestige-driven esports events benefit more from depth of engagement rather than mass exposure. This study contributes to esports and IMC literature by addressing the research gap surrounding niche yet prestige-oriented tournaments. Practically, the findings offer insights for event organizers, brands, and communication designers on developing authentic, experience-driven, and strategically integrated marketing communication to enhance audience engagement in international esports events