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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