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'. By the time they left, 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 showed a time spent with brand of 27mins on average and that minor tweaks to the layout could increase the flow of footfall through the experience, reducing queue times while increasing consumer exposure to the product.