sponsorship effectiveness survey
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.
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.