Consumer Brand / Sponsorship Activation

A major consumer brand needed to understand how fans experienced its sponsorship activation at a large-scale national event — and whether the investment was creating the brand affinity it was designed to generate.

Highdive designed and executed an on-site experience research program combining observational research, intercept interviews, and sentiment analysis. Findings gave the brand’s marketing team a clear picture of which activation elements were landing and which were being ignored, informing the following year’s sponsorship strategy with real behavioral data rather than post-event surveys alone.