Marketing communication has a key role in communicating a brand message to the customers. Also, it has a good impact on promoting the brand by keeping the customer touch and remind the customers about the brand. marketing communication helps to build the perceptions with the reality that will help to change the perceptions of the customers, attract new customers and build a long a relationship with customers. The options of the marketing communication which is advertising and promotion, interactive marketing, events and experiences, and mobile marketing will help the organization to reach the emotion of the customers.

I am greatly impressed the video about "star player”. The application of star of the player that creates by Heineken to make the TV closely experience fans closely match to the experience of a fan in the stands by making it more active and social. The fans can respond to critical games moments and react to the game in real time with their friends and families in the social network. Resulted in this campaign of " full brand engagement" in 90 with associating the Heineken brand with fun and excitement. With this app, people can watch the game and participate in the interaction with the others. When users share their experience about using this app with their friends on social media like Facebook, the result will be, promoting Heineken’s brand image and brand equity.

What is the discussion describing is the intensification of the involvement in the brands, is that correct and why?