Getting Research in Shape

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The upcoming August 7 Experiential Marketing Council will look at how MSN measured a successful campaign on a weight-loss challenge tied to “The Biggest Loser.”

“The Biggest Loser: Couples” holds plenty of lessons about measurement – and not just of waistlines. A recent campaign tied to NBC’s hit reality show on fitness offers researchers useful takeaways on how to evaluate the results of experiential marketing.

In January, MSN challenged America to lose 1 million pounds as part of a campaign to build awareness of MSN Health & Fitness. It teamed up with “The Biggest Loser: Couples.”

Priyanka Somani, a Senior Marketing Manager at MSN Marketing, will discuss the successful campaign, which included an interactive tour of the five fattest cities in America, at the next Experiential Marketing Council, to be held at the ARF’s New York City office on July 9, from 2:30 to 4:30 EST. “She’ll be talking about some very creative programs and how focused on the metrics they are,” says council chair Dan Belmont, president, consulting/activation and chief marketing officer of The Marketing Arm, an experiential and event marketing firm.

Russ Cline, president and founder of Image Impact, a New York City-based company that produces events for the corporate entertaining and sports worlds, will also lead a session at the meeting. “Image Impact has some ground breaking technology in helping people to understand the value of what they’re getting for their sponsorship dollars and what exposure on TV is worth,” says Dan.

Bill Cook, senior vice president of research and standards at the ARF, will moderate an additional discussion on data that is needed in sponsorship measurement. After the release of a white paper on the subject in January, the council wants to establish next steps, says Dan. At a time when many companies are scrutinizing their spending on sponsorships, being able to track them better will help to ensure that they are included in marketing budgets, says Dan. “Understanding the value is going to help us,” he says.

Registration

To attend in person: Email councils@thearf.org. (Please include your name, title and company.)
To attend virtually: Register online at WebEx.

Read about other recent meetings of the ARF’s Councils:

A New Take on Multicultural Advertising
Measuring the Power of Print