Investing in non traditional communication strategies, little explored in the literature still, is becoming more and more frequent in organizations that want to communicate effectively and inexpensively to their audiences. Therefore, becomes important to understand the unfolding of such studies from the perspective of the consumer. This paper presents a case study of a non-traditional communication strategy in the form of sponsorship of hospitality events. After identifying difficulties, the objective is to point out some perceptive aspects of event attendees similar to the case and suggest actions to mitigate these difficulties. The qualitative research is based on the experiences of the Olympic House goers during the 2016 Olympics in Rio de Janeiro. It was found that public perception, in response to brand experiences and actions within hospitality events, is very diverse and difficult to measure. The results of the exploratory research indicates that this type of strategy should not only reach sensory, affective and behavioral dimensions in order to the brand achieve the objectives and remains in the consumer s memory.