What happens when companies step into event-based community spaces? This master thesis investigates how firms leverage Event-Based Social Networks (EBSNs), specifically Meetup.com, as a strategic tool. Using an embedded case study across six companies, we examine their motivations, ranging from knowledge sharing to brand positioning, and reveal which factors will enable companies to achieve their strategic goals. We create an integrative model to illustrate how strategic intent, event design, and community dynamics intersect to generate value for companies and the community simultaneously. Our study offers new insights at the intersection of online community research and corporate engagement.