Recognizing that traditional media alone is not enough, Coca-Cola has deepened their commitment to experiential brand campaigns—leading a trend that has seen the global spend in experiential campaigns exceed television and traditional broadcasting.

The challenge is that most experiential campaigns rely on traditional broadcast metrics to measure their impact and effectiveness. The metrics Coca-Cola were using to conceive of, create, test and execute these activations were compiled from disparate systems that were often fragmented and incomplete. At times they relied on a combination of methods and approaches that were not integrated or comprehensive and left blind spots are key stages of concept development and pre-testing. The root issue is that most research programs are orientated towards traditional testing of television advertising which did not provide the insight Coke wanted to support their experiential activations.