Applying Scratch Programming in Experiential Marketing Design: An Interactive Tool for Enhancing Consumer Engagement in the Digital Age

Abstract

         Scratch is a block-based programming language designed with a visual interface where code blocks snap together like jigsaw puzzle pieces. This drag-and-drop system allows users to sequence commands logically, helping learners understand computational thinking without having to worry about programming syntax. Currently in version 3.0, Scratch has been widely applied in education, game development, and the creation of interactive multimedia. Although Scratch is well known in educational and technological fields, its application in business contexts remains limited, despite its potential to create engaging and participatory content. This academic article aims to explore the application of Scratch in designing experiential marketing. The case study presented involves a fictional enterprise, the Sea Conservation Community-based Seafood Processing Enterprise, to illustrate how this concept can be applied in real-world settings. The findings show that Scratch has strong potential as a tool for experiential marketing across all five dimensions: Sense (sensory experience), Feel (emotional engagement), Think (cognitive and creative stimulation), Act (behavior and lifestyle), and Relate (social identity). Scratch enables the delivery of immersive experiences to consumers, effectively communicating product stories, production processes, and cultural values in an engaging, fun, and accessible way. Moreover, it empowers community members to create their own content without relying on external experts supporting sustainable community development through appropriate technology use.