Experiential agency TRO, part of Omnicom, created two connected activations for BMW at the BMW PGA Championship at Wentworth, using embedded technology to measure how spectators interacted with the experiences.
The agency said the activation generated 10,000 more brand interactions than the previous year, while owner interactions increased by 156 per cent and participation within the fan village rose by 112 per cent.
The first activation, Bring Your M Game, featured three interactive experiences in the Championship Village based around power, precision and performance.
Alongside it, The 14th Hole BMW Hole in One challenge gave participating DP World Tour players the chance to win their choice from ten BMW models by hitting a hole-in-one during the tournament.
Technology embedded within the experiences allowed TRO to track behaviour including what spectators chose to interact with, how long they stayed and what they returned to, as well as individual performance data from Bring Your M Game.
The agency said the approach demonstrates how experiential activations can provide brands with audience insight as well as exposure, effectively turning live events into a form of real-time focus group.
Andrew Orr, managing director at TRO, said: “The very nature of what it means to be a sponsor today has changed. It’s no longer simply about putting a brand in front of an audience; it’s about creating unique experiences that make the event better and give people a genuine reason to engage, whether they’re there in person or watching from home.
“Experiential can offer brands something traditional research can’t; the opportunity to see how people actually behave, interact and make choices in the moment. In that sense, it can become a new kind of focus group - allowing brands to gather insight while creating a meaningful experience for their audience. That is really exciting.
“That’s the task that we have been given by BMW at Wentworth - moving sponsorship beyond passive visibility towards something people actively choose to be part of, while generating insights that can shape future experiences.”
M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
