2017-ACL-Music-Festival-Independent-Audit-Preview

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2017-ACL-Music-Festival-Independent-Audit-Preview PREVIEW Titles VERSION ENIGMA INDEPENDENT EVENT AUDITS ENIGMA INDEPENDENTUnbiased Intelligence EVENT for SeniorAUDITS Marketers Unbiased Intelligence for Senior Marketers 2017 AUSTIN CITY LIMITS MUSIC FESTIVAL 2016 STATE FAIR OFAustin, TEXAS Texas Dallas, Texas October 6-8 and 13-15, 2017 September 30-October 23, 2016 P2 Highlights P3 Event Experience P5 Sponsor Recall and Appreciation P6 Activation Evaluations PageP10 2: BeverageHighlights Consumption PageP11 3- 4 Product: andEvent BrandExperience Preferences P17 Demographics CONFIDENTIAL PageP18 5- 8 Tourism: andSponsors Economic andImpactActivations For paid subscribers only. P20 Comments and Methodology Unauthorized duplication or sharing strictly prohibited. Page 9-12: Auto and Truck Show Exhibits Page 13: Beverage Consumption Page 14-19: Product and Brand Preferences CONFIDENTIAL Page 20: Demographics For paid subscribers only. Page 21-22: Tourism and Economic Impact Unauthorized duplication or sharing strictly prohibited. Page 23-24 Comments and Methodology PREVIEW Highlights VERSION Most popular reasons for attending Most popular features within brand activations 1 To see a specific artist or artists 1 Honda Rebel motorcycle 2 Enjoy the festival atmosphere 2 Aviator Nation merchandise display 3 Enjoy all types of music 3 Tito’s Plinko Parlor free merchandise Most popular performers Most popular feature attractions 1 Red Hot Chili Peppers 1 ACL Eats 2 The Killers 2 Camelbak Hydration Stations 3 Jay-Z 3 Festival Stores Most recalled sponsors Most popular brands used 1 American Express Vehicle: Toyota 2 Honda Soda: Coca-Cola 3 Miller Lite Cigarettes: Camel and Marlboro Most visited brand activations Tourism and economic impact 1 Red Bull and Water Stations Percentage non-local: 33% 2 Honda X Waterloo Records Signing Stage and Record Store Estimated hotel room nights: 22,700 3 Tito’s Plinko Parlor Estimated economic impact: $49.6M Most appreciated brand activations Best attendee comments 1 State Farm #HERETOHELP “ACL has been my family reunion for 11 years. I can’t imagine a sibling reunion without the music, beer, laughing, and life-loving experience.” 2 HomeAway UpsideDown House “Amex Experience Lounge was the single best amenity at ACL and greatly added to my experience!” 3 Honda X Waterloo Records Signing Stage and Record Store “Stay weird!” CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 2 PREVIEW Event Experience VERSION Reasons for attending event (aided) Performances watched (aided) 2016 One of reasons To see a specific artist or artists Red Hot Chili Peppers Main reason The Killers Jay-Z Enjoy the festival atmosphere Ice Cube Gorillaz Enjoy all types of music Foster the People Portugal. The Man Chance the Rapper To socialize with friends and family Run the Jewels Milky Chance To learn about new artists Martin Garrix The XX Tove Lo To people-watch Glass Animals Vance Joy To meet new people The Head and the Heart Russ A$AP Ferg To express myself with clothing, hair, signs, etc. Spoon Crystal Castles To eat a meal Dram Louis the Child Zhu To relax or drink in lounge areas Rüfüs du Sol Ryan Adams To purchase arts, crafts, or clothing First Aid Kit Solange Skepta To look at or photograph art, sculptures, or interesting things Alison Wonderland Bonobo To visit brand and corporate sponsor displays Cut Copy Watched Royal Blood Favorite CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 3 PREVIEW Event Experience VERSION Featured attractions visited 2016 ACL Eats Camelbak Hydration Stations (water) Festival Stores (merchandise) ACL Cashless Barton Springs Beer Hall ACL Wine Lounge ACL Art Market RideAustin ACL Bodegas Silent Disco Rock and Recycle Center ACL Cares exhibits Austin Kiddie Limits Platinum viewing Event ratings excellent good fair poor 2016 2016 2016 2016 2016 2016 Quality Variety Variety Quality Cleanliness Value of entertainment of entertainment of food and beverage of food and beverage for admission price CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 4 PREVIEW Sponsor Recall and Appreciation VERSION Sponsor recall Sponsor recall (top 3 unaided among those who could recall sponsors) 2016 62% --- 47% 34% 40% 40% 28% 32% 20% 12% 17% 11% 2016 Could recall at least one sponsor 13% 10% Could not recall any sponsors 5% --- Extent to which brands and corporate sponsors enhanced experience 4% --- 3% 3% 2% 68% Did not enhance 2% 1% Greatly enhanced 2% --- 2% --- Somewhat enhanced 1% 2% 2016 1% 2% 1% --- CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 5 PREVIEW Activation Evaluations VERSION Red Bull and Water Stations Honda X Waterloo Signing Stage and Record Store PARTICIPATION RANKING 1 2 2016 1 ENHANCEMENT RANKING PARTICIPATION Entered exhibit Saw from outside Did not see ACTIONS TAKEN (among those who entered) Purchased water Looked at Honda Civic Purchased Red Bull Purchased vinyl or CDs Received autographs from Purchased Vita Coco artists Purchased Red Bull and Vita Coco combo Took photos with artists Sat in Honda Civic Purchased other products Used $8 bag check service EXTENT ENHANCED EVENT EXPERIENCE (among those who entered) Greatly enhanced Somewhat enhanced Did not enhance MORE LIKELY TO PURCHASE THAN BEFORE THE EVENT (among those who entered) Red Bull preferred brand Honda-Acura owners Other preferred brand Other owners CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 6 PREVIEW Activation Evaluations VERSION Tito’s Plinko Parlor Chipotle Mexican Grill PARTICIPATION RANKING 3 4 ENHANCEMENT RANKING PARTICIPATION Entered exhibit Saw from outside Did not see ACTIONS TAKEN (among those who entered) Received branded merchandise Purchased burrito Played plinko game Took photo with #LIFEISBURRITOFUL sign Took photo with sign for Purchased other food $1 Emancipet donation or beverage Received branded merchandise EXTENT ENHANCED EVENT EXPERIENCE (among those who entered) Greatly enhanced Somewhat enhanced Did not enhance MORE LIKELY TO PURCHASE THAN BEFORE THE EVENT (among those who entered) Tito’s preferred brand Fast food consumers Other preferred brand All who entered CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 7 PREVIEW Activation Evaluations VERSION Miller Lite Bar 75 American Express Experience State Farm #HERETOHELP PARTICIPATION RANKING 5 2016 6 7 2016 3 5 ENHANCEMENT RANKING PARTICIPATION Entered exhibit Saw from outside Did not see ACTIONS TAKEN (among those who entered) Purchased Miller Lite Used charging stations Received State Farm merchandise Relaxed with friends or family Received bandana Used charging stations Puchased other beverages Saw giant armadillo craft Learned about State Farm causes and volunteering Looked at can display on wall Visited Cardmember area Relaxed with friends or family (upstairs) Used complimentary wi-fi Used tablets to scan posters Registered for ACL Cashless on wall Wrote on What’s Your Jam wall Took “boomerang” photo Watched stage performance with bat wings Received Miller Lite Received flag craft Assembled musician travel kit merchandise Received bandage or Visited member desk emergency supply Received embroidery service Used lockers EXTENT ENHANCED EVENT EXPERIENCE (among those who entered) Greatly enhanced Somewhat enhanced Did not enhance MORE LIKELY TO PURCHASE THAN BEFORE THE EVENT (among those who entered) Miller preferred brand All who entered State Farm customers Other preferred brand Other customers CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 8 PREVIEW Activation Evaluations VERSION Honda Rebel motorcycle Homeaway UpsideDown House Aviator Nation Store PARTICIPATION RANKING 8 9 10 ENHANCEMENT RANKING PARTICIPATION Entered exhibit Saw from outside Did not see ACTIONS TAKEN (among those who entered) Took upsidedown photo Looked at Aviator Nation Looked at Honda Rebel merchandise Used photo kiosk Received branded Spoke with representative merchandise Received branded Registered at entrance Purchased Aviator Nation merchandise merchandise Received photo via email or text EXTENT ENHANCED EVENT EXPERIENCE (among those who entered) Greatly enhanced Somewhat enhanced Did not enhance MORE LIKELY TO PURCHASE THAN BEFORE THE EVENT (among those who entered) All who entered Locals All who entered Non-locals CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 9 PREVIEW Beverage Consumption VERSION Pre-drinking Purchased at event Average daily Average daily Type of liquor or spirits consumed most Beverages consumed on-site Percentage consumption Percentage consumption (among those who consumed liquor or spirits) consumed at event consumed at event (among consumers) (among consumers) Free water from stations 61% 65% Beer 16% Bottled or boxed water 11% Wine or wine drinks 9% 6% Soda 5% Liquor or spirits 5% Juice 2% 4% Energy drinks 2% Coffee or coffee drinks 0% Other beverages 1% 0% 4% 9% Pre-drinking Purchased at event CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 10 PREVIEW Product Ownership and Use VERSION
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