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    activation

    Home>Tag: activation

    Super Bowl LIV – Multi-million dollar experiential marketing in Miami

    The Super Bowl is famous for more than sport, the half-time entertainment on and off the pitch is a huge part of the event, along with the ads aired during the game. With ad prices for this year’s Super Bowl hitting a record $5.6M per 30 second spot--some brands are turned to less expensive experiential marketing events to try to cash in on the big game. We loved the activations inspired by the annual Super Bowl and the way that brands make the most of the weekend to engage with fans.  In Atlanta last year there were some fantastic activations and this year was just as good.   Lowe’s Hometown, an NFL-themed neighbourhood, featured 32 custom dwellings, one for each team, and was described as a completely interactive experience designed to engage, wow, and inspire fans. Miami’s warm weather would have helped visitor numbers and engagement rates.                                  Other exciting experiential offerings included:  Stella Artois, who dispensed with a traditional ad and instead created a European Port at the Wharf Miami. Celebrities, live music, and top quality food were on offer alongside boat rides on branded VanDutch yachts.   Photo credit: Stella Artois                         Rolling Stone held its 10th annual Super Bowl party, which featured live music and a celebration of their partnership with Can-Am Spyder. Partygoers had a chance to discover the complete Can-Am lineup [...]

    2020-02-03T11:03:45+00:00February 3rd, 2020|Categories: Blog, News|Tags: , , , , |

    The Science of Experience : What’s your Party Factor?

    Physical and, increasingly, digital interactive content is a key part of any experiential activation. Technology use has increased and numbers of engagements are a critical metric in measuring performance. Through analysis of the data provided by Exposure:EX we've discovered that, taken on their own, these numbers drastically underestimate the number and impact of these interactions. In other words, the 'Party Factor' means your experiential activations are WAY more successful than you think! What is this 'Party Factor' then? Whatever the interactive there's a 'Principle' who you count and the 'Audience' that you don't. Our first example comes from an activation at a sports venue where fans can, through interaction with a camera and large touch screen, dress themselves in their favourite team's uniform and have the image emailed to them or posted to social media. Throughout the game there were approximately 100 recorded completed interactions. Having installed one of our Exposure Smart Sensors behind the screens we measured engagement by distance (within 2m) and dwell time (minimum 60 seconds). Our data shows there were 923 engaged fans with an average dwell time of 3m 36s. A 'Party Factor' of 9! The image above is taken from the Exposure portal, Engaged Visitors are classified as those people detected within 2m of the sensor for 60 seconds or longer. In the past the agency would have reported only the hard data, the 100 recorded interactions. When you think about it, the additional impact uncovered by Exposure:EX make total sense. Who goes to a game on their own? The game [...]

    2019-03-13T12:25:44+00:00March 18th, 2015|Categories: Blog|Tags: , , , , |

    Experiential : What’s happening at the ‘Top of the Funnel’?

    As more marketing $ are being invested by brands both large and small in 'Experiential' how are agencies answering questions about ROI? Experiential is about taking the brand to the consumer in a physical sense, creating experiences that improve the emotional connections, turning consumers into fans and influencers. The power of recommendation in today's crowded marketplace is at a huge premium.Sophisticated tools and strategies have been employed to measure impact generally based around sharing on social media; the instagram photobooth, twitter hashtags, facebook checkins etc.The tools available for measuring the digital world are widely adopted, all the major social platforms have built in analytics and 3rd party services like Topsy, Sprout, Hootsuite, Bufffer etc allow multi channel monitoring.Those are really useful but what's happening at the 'Top of the Funnel".How many people saw your activation?How many chose to physically engage?Once you have that basic data your sophisticated digital analytics can take over, enabling the agency to build a complete picture from 'first look' to 'final action & reach'.Before deciding where to take your Experiential Activation you'll consider the basic demographics and size of the audience in that location. This is data you'll receive from the venue owner, be they a music festival or shopping destination. This data is very general, much like print and television.You want more, you've grown to expect better. This high level data is frustratingly vague.So how do you fill in that data gap?Physical analytics.Our own platform, Exposure Solo, listens for the anonymous WiFi beacons transmitted by every smartphone. This unique [...]

    2014-10-21T17:25:36+01:00October 21st, 2014|Categories: Blog|Tags: , , , , |