Making Measurement the Main Event
Quick Hits
- The success of HUSA’s seven-figure investment in Coachella was previously measured exclusively by number of cases sold(ish) at their Heineken House.
- MVP was brought in to provide a clearer picture of the impact of HUSA’s on-site and digital efforts.
- MVP also measured the value of the festival's promotional support for HUSA relative to other official sponsors.
Coverage Included
MVP collected GPS coordinates on-site to precisely geofence all relevant activations, enabling us to track Heineken House attendee activity patterns.
- Owned/Earned Performance
- Competitive Performance
- Influencer Performance
- Festival Promotion Value
- Total Organic Volume
Leverage the Coachella partnership to create moments so impactful that they drive conversation beyond the grounds.
Solution One
What We Learned
Through our Mobile Device Tracking technology, we were able to provide Heineken with the following analysis:
Where attendees went, how long they stayed, the number of times they attended sponsor activations, and if they had V.I.P. access "on-site" or offsite at invite-only parties.
Demographic & Psychographics on Heineken House attendees, including consumer behaviors and key affinities/interests.
City-level detail on the places attendees called home.
Daily Visitors by Hour
Solution Two
What We Learned
Through our Mobile Device Tracking technology we were able to provide Heineken with the following analysis:
Brands with clear Influencer strategies in flight found their way to the top of the list, with exponential value driven from non-owned accounts.
Throwing a few influencers on the payroll for the festival didn’t yield as much as having an established stable of influencers invested on the brand both in and outside the festival grounds.
Visibility into how Heineken’s activation value, including Influencers ranked against the other Official Festival Sponsors.
