Konkurrence og oplevelsesøkonomi

Lorreal har lavet en konkurrence for college studerende, som skal sætte sig i en brand managers position og analysere kundebehov. Vinderen kommer til paris for at møde hovedkoncernen, der med snilde kan rekurtere de dygtige.
Konkurrence moment og rejser er vigtige for gen Y

Focus on College Competitions and World Travel. If you have not noticed this lately, Gen Y LOVES a competition, and they are certainly keen on world travel. You only have to watch American Idol, So You Think You Can Dance or America's Next Top Model to verify this. L"Oreal has latched onto this idea with its L'Oreal Brandstorm Competition, providing college students the opportunity to compete by putting themselves in the shoes of a L'Oreal Brand Manager. The competition allows emerging leaders the opportunity to analyze consumer trends while developing a top of the line marketing and advertising campaign for L'Oreal. The winner receives a trip to Paris and the opportunity to interact with top L'Oreal managers, giving young recruits a leg up during the recruiting and hiring process. The competition alone creates buzz and a "cool factor" for L'Oreal, which is appealing to 20-somethings.