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  • Engagement Labs signs study contract with unnamed Fortune 500 client
  • Study to assess advertising and sponsorship activities during ‘Big Game’ events
  • Focus on generating the ‘buzz’ factor and evaluate its success  

Montreal data analytics firm Engagement Labs have signed a marketing study contract with an unnamed Fortune 500 client to assess its advertising and sponsorship activities during ‘Big Game’ events, like the National Football League games.

The client’s program is valued at CAD$79,500.

CEO Ed Keller said the TotalSocial 2020 Big Game Evaluation Study will help his clients determine whether they have achieved their advertising objectives.

“Most Big Game advertisers say that generating ‘buzz’ is a key objective behind expenditures of more than $5 million for a 30 second ad,” he said.

“By participating in our TotalSocial Big Game studies, brand marketers can truly know whether they achieved against that buzz objective.”

In an article published in the Journal of Advertising Research, the company said many brands had difficulties in achieving the ‘buzz’ objective during large sporting events and that the most successful advertisers during the Super Bowl were Bud Light, Budweiser, Doritos, Kia, the NFL, Pepsi and TurboMax.

The evaluation study forms part of Engagement Labs’ ongoing work in sponsorship evaluation and hopes to measure its effectiveness during the NFL’s championship game on February 2.

Engagement Labs is a data and analytics company which provides social intelligence for Fortune 500 brands and companies.

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