Campari
Campari leverages Meshh’s foot traffic and behavioral insights to optimize experiential strategy across music festival activations for their Aperol and Espolon Tequila tequila brands.
The Challenge
Each year, Campari uses Meshh to evaluate activations across the United States for its Aperol and Espolon Tequila brands. The objective is to determine which events, experience formats, and branded touchpoints drive the highest levels of engagement. These insights shape future year-over-year (YoY) strategies by identifying the product categories and moments that resonated most with consumers.
Each activation includes multiple interactive touchpoints, and Campari partnered with Meshh to capture and map visitor behavior, optimizing the experience flow and uncovering key performance signals.
Implementation
Meshh sensors are deployed at multiple music festivals and sporting events across the U.S, including Bonnaroo, Coachella, Austin City Limits and the US Open each year. At each stop, Meshh provides detailed analytics on visitor movement and engagement patterns within the experience footprint. Visitors are also grouped into time-based engagement cohorts, allowing Campari to distinguish between casual passersby and highly engaged brand consumers.
Insights + Actions
- Event Comparison: Identify which tour stops yielded the highest exposure, engagements, conversion rate and dwell time.
- Touchpoint Analysis: Measure the number of touchpoints a visitor was likely to engage with, the first touchpoint engaged with and where time was spent inside the experience.
- Cohort Analysis: Leverage Meshh’s distributed dwell time to analyze the percentage of engaged visitors that were serious brand consumers versus casual visitors who quickly stopped by the experience.
- Operational Efficiency: Traffic-over-time charts helped inform staffing models and operational planning.
- End of Year Recap: Comparative analysis across events, touchpoints, and brands to inform YoY Strategy.
Key Metrics
Activations
Meshh has measured 10+ activations across both Campari brands
Conversion Rate
The tour conversion rate across all Espolon Tequila activations was over 20% higher in 2024 relative to the Meshh industry benchmark
Average Dwell Time
The average dwell time across all stops was 2.5min higher relative to the Meshh benchmark in 2024
What Our Clients Say
Meshh has provided invaluable insight into our business needs time and time again, helping us make informed decisions. As a client for over six years, we’ve experienced their unwavering support across numerous events in our global network. They consistently go the extra mile to deliver quality service.
Meshh has brought our ability to capture event insights to the next level. We can now determine the success of our brand activations using data collected from audience patterns and have moved away from relying solely on lead capture
The metrics and insights Meshh provide are invaluable to our client experience. They consistently provide expert analysis through accurate insights and leverage the power of storytelling through data. Their product quality and exceptional customer service consistently puts them above other competitors in the data tracking field.
Partnering with the Meshh team has been an exceptional experience. Their collaborative approach and commitment to developing tailored solutions for our clients highlights their dedication and passion to their service offering. Their ability to clearly explain the nuances of the technology and reporting provides confidence and reinforces their role as a trusted partner.
Utilizing the Meshh sensor at our annual Touch a Truck event has allowed us to truly quantify the impact of our biggest seasonal event to prospective vendors and sponsors. As a free, community event it can be difficult to articulate exactly the type of value our partners will get out of their investment, and Meshh data is an invaluable tool to demonstrate attendee engagement. I would highly recommend this technology.
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