Sometimes consumers are immersed in the event experience – they are deeply involved and lose track of time and space. The purpose of this research agenda is to explore five emergent themes related to consumer immersion. The first theme is on consumer roles and immersion. The second theme is the immersion process as it varies based on a consumer’s earlier experiences. The third theme focuses on immersion intensity as it varies during any given event. The fourth theme involves narrative transportation. Viewers can become immersed (narratively transported) into an alternative reality when they for example watch a game from a distance. Finally, the fifth theme is immersion and liminality. The contrast between the ordinary and the non-ordinary seems sometimes to be limited, as many enthusiasts never really leave the ordinary behind as they live for their main interests.