RESEARCH
twisted tea
sponsorship effectiveness survey
CHallenge
As part of a recently signed NASCAR sponsorship, Twisted Tea wanted to understand visitor opinions about the brand across multiple event locations, before and after engaging with their partnership activation.
implementation
Meshh developed and delivered a branded onsite consumer survey directly to visitors’ mobile devices without the need to wait for an available tablet device – scaling onsite survey response rates, immediately after the experience, in exchange for digital vouchers to obtain branded merchandize.
We also deployed 4 analytics sensors to measure quantitative behavior around the key elements of the activation.
INSIGHTS & ACTIONS
The research enabled insights such as;
- An overwhelming majority of respondents left the activation with a “very positive” or “somewhat positive” opinion of Twisted Tea
- Most respondents who had never heard of or tasted Twisted Tea prior to the event indicated they were “very likely” to purchase Twisted Tea in the next 3 months.
Analytics data from the event enabled insights such as time spent with brand of 27mins on average – minor tweaks to the layout could increase the flow of footfall through the experience and reduce queue times while increasing the number of consumers exposured to the new product trials.
