Situation
Futures works with this tourist board on a variety of their sponsorships, both inside and outside of sport. In this case, the client commissioned us to monitor the consumer impact on social media of their activation around a large event in Australia..
Futures Approach
We conducted daily tracking of how people in Australia interacted with the event via comments and photos on social media. Tracking of exposure and sentiment was conducted using patented software for content uploaded over a 6 month period from January to June 2013.
Outcome
The research allowed us to deliver a range of insights by analysing and visualising data for aspects such as volume of social media activity, most commented topics, most photographed buildings and where negative or positive sentiment spiked.