Special event sponsor effectiveness

Measuring Sponsorship Effectiveness
A global beverages company wished to assess the effectiveness of a sponsorship campaign focused on evening entertainment venues, and in particular, wanted to gauge the extent to which attendance at the events impacted usage of the brand.

The Main Event
We conducted on-site interviews with people visiting the entertainment venues, and collected information regarding beverage consumption, attitudes to the event, and future interest in potential subsequent sponsored events. Follow-up research after 3 months assessed the linkage of the sponsorship campaign to awareness, purchase and attitudes towards the brand.

Sponsorship Campaign enhances Brand Performance
The research indicated that consumers experiencing this form of entertainment overwhelmingly perceived the client’s brand as an appropriate part of the experience. It also confirmed the positive target group interest in future on-site sponsorship activities. The follow-up research quantified the positive relationship between the sponsorship campaign and the brand’s performance on key metrics, particularly longer term usage/purchase among those experiencing the events.