Bacardi

RESEARCH

Bacardi

MUSIC FESTIVAL survey

CHallenge

Clients often want to focus brand ambassadors' engagement time with consumers on positive brand messaging but also want to collect feedback on how the experience is perceived.  It's difficult to both effectively at a music festival activation (or any experiential activation for that matter).
 
Music Midtown in Atlanta was no different for Live Nation's brand team as they implemented the Subway Wrap Station for festival attendees to trial new menu items.

implementation

Meshh's onsite survey technology was used to reduce brand ambassador input, while improving event survey response rates - consumers were able to complete the survey directly on their own mobile device via a branded plug and play wifi network – on completion, consumers were immediately served digital vouchers with concert cash as the incentive for their feedback.
 
Due to the ease of consumers understanding how to connect to a wifi network, brand ambassadors focused their time on brand messaging while quality feedback was collected at scale on consumers' own devices. 

INSIGHTS & ACTIONS

By leveraging the music festival partnership and speaking directly with their target audience, Subway were able to gain deeper insights into the competitive set of quick serve restaurants (QSRs) and ensure they understood consumer choices around their new wrap menu items.