Event marketing has established itself in recent years as a business tool for communication with end consumers, business partners, retailers, and employees. As a result, communication budgets are increasing, raising the question of whether event marketing effectively achieves the desired goals. Jan Drengner develops a theoretical model that is based on the active involvement of event participants in the marketing event and examines the impact of experience-oriented events on the image of the event organizer. This takes into account the entire effect process of the communication tool, meaning both the direct reactions of participants to the event and the intended effects on the company, product, and brand at the center of attention. For the first time, the construct of flow experience is introduced.