fan zone measurement
Working in partnership with Nielsen Sports, Meshh were contracted to measure fan engagement at the 2017 Champions League Final in Cardiff and Europa League Final in Solna, Sweden.
UEFA were keen to understand how visitors interacted with key sponsors, the main stage, trophy display and information areas within the Millennium Stadium and Friends Arena.
Meshh deployed Analytics sensors across all sponsor activations and key event assets to measure passing footfall, engagement, dwell time and the number of repeat visits across the two-day events, with daily and hourly breakdowns provided.
We were also tasked with understanding visitor flows and most common point to point journeys within the venues, with implications for the placement of revenue generating assets at future events.
INSIGHTS & ACTIONS
With a comprehensive post campaign report to present to commercial partners, UEFA were given insight into the most popular activations – identifying those which did the best job at converting passing footfall into engaged visitors and those which enjoyed the longest dwell time.
Being able to quantify brand exposure and engagement at the event also helps to inform UEFA in negotiations around future rights packages and sponsorship pricing strategies.