Evaluation

MEDIA OBJECTIVES

Increase positive perceptions about the hot dog. ACTIVE ENGAGEMENT [49-54] Create activations and experiences that engage our target market and create the desire to actively participate. SOCIAL SENTIMENT Create campaign virality and increase social media mentions about hot dogs. HOT DOG SALES INCREASE Increase the amount of hot dogs bought throughout the country. Using the latest cutting edge measurement tools, we can not only track metrics like event attendance, website clicks and hashtag mentions, but also the positivity levels in consumer’s posts, social sentiment towards our campaign and the hot dog industry, and dwell time during

ELEVATED POSTITIVE PERCEPTONS

KEY PERFORMANCE INDICATORS

TOTAL COST

Number of people who hold positive views about hot dogs. Increase in number of people over time who hold positive views about hot dogs.

Number of emails and social handles collected at each event. Number of participants at each activation. Length of time each participant stays at each activation. Number of smiles per person at each activation. Number of swag items given away at each event. Number of social shares, mentions and engagements after each activation. Crowd count over time Dwell time during VR/AR experiences

Total page visits to the campaign website. Duration of each session of the campaign website. Number of uses of campaign hashtags. Number of social media page views for the campaign. Number of campaign mentions. Number of followers on the campaign’s social media platforms. Growth rate of followers on the campaign’s social media platforms. Number of Snapchat geofilters used. Number of impressions for each post. Number of likes, comments, shares on the campaign’s social media posts. Video ad engagement. Engagement rate of social media posts from paid Influencers. Number of positive social media mentions about hot dogs. Number of uses of hot dog emoji on social media platforms.

Retail hot dog sales per quarter. Retail hot dog sales per year. Wienerschnitzel hot dog sales per quarter. Wienerschnitzel hot dog sales per year. Growth rate of hot dog sales on Wednesdays. our VR/AR experiences. Using facial recognition technology at our experiences, we can even track the number of smiles on people’s faces. We’ll use this data to optimize retargeting and reallocate our budget into higher performing media channels.

MEASUREMENT TOOLS

Quarterly focus group testing[57]

Luxand Face SDK[58] – a facial recognition software which records a multitude of information from events including appearance-based info, facial expressions and time spent at each location.

Keyhole[56] – a social listening software that tracks brand sentiment, positivity of online posts, influencer impact, consumer insights, growth and engagement.

Google Analytics 360[55] – keeps track of all data from our website and social media accounts, linking together Facebook analytics, Instagram metrics, Snapchat metrics, YouTube ad metrics, and Twitter metrics.

Facebook analytics, Instagram metrics, Snapchat Metrics

Quarterly financial reports

Uber Eats sales data + analytics

$208,758

[49]

Limelightplatform.com, 11 Experiential Marketing Kpis To Drive Campaign Success, 2018 Marketingland.com, 6 Of The Best Social Listening Tools For 2019, 2018 G2crowd.com, Best Social Media Monitoring Software In 2019, 2018

[52]

Streetadvertisingservices.com, Measure The Success Of An Experiential Marketing, 2017 Medium.com, Experiential Marketing Is The Next Big Thing, 2018 Blog.Hootsuite.com, 18 Social Media Kpis You Need To Track To Measure Success, 2019

[55]

[56]

Impactbnd.com, Is Google Analytics Free?, 2017 Keyhole.co, Event Monitoring, 2019 Nngroup.com, Cost Of Running A Focus Group, 1998 Luxand.com, Detect And Recognize Faces And Facial Features, 2019