Sony PlayStation sought to measure the impact and effectiveness of the PlayStation on-site activation at the 2012 Lollapalooza music festival.
Navigate Research completed nearly 1,200 on-site intercept interviews, coupled with longitudinal (follow-up) research waves among select respondents.
Sony PlayStation learned about the differences between general festival attendees and attendees who seek out the PlayStation activation, as well as the impact and return of the activation among participants.
“With the help of Navigate, we were able to prove and easily justify the value of our naming rights partnership with Edward Jones...Ultimately providing us the opportunity to SIGNIFICANTLY INCREASE our level of partnership with our largest team sponsor.”Mike O’Keefe
VP, Corporate Sales