QUICK TURN AROUND MARKET INTELLIGENCE
INTEGRATING MULTIPLE DATA STREAMS TO OPTIMIZE ACTIVATION EXPERIENCE
At-A-Glance
Educated Coca-Cola on the specific market segment the company is trying to engage.
Evaluate venues that would be most suitable to connect with audiences.
Conduct appropriate research to develop a plan for the company.
The Challenge
Coca-Cola had the initiative to re-engage the US teen market through strategic venue partnerships. Prior to a national roll-out, the company and its experiential agency wanted to determine which pop-up activations would optimize the on-site experience for the target audience and more effectively connect the brand with teens.
The Experience Solution
1) Leverage Venue Partnerships
Using a local theme park partnership, The ExperienceBuilt Group spent a holiday weekend conducting research on-site.
2) Gather Feedback
EBG collected experience insights through teen intercepts, staff interviews, and operational observations. We also gathered post-event surveys from attendees via invite cards handed out at the event.
The EBG Impact
With less than a week's lead time before going into the field, The ExperienceBuilt Group's agility provided client and agency valuable experience recommendations that informed the Coca-Cola team's activation planning and execution.
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