As we prepare for NYE, the anticipated busiest day of our cross-channel campaign with Vans, we’re faced with the question of measurement. Multi-multi-measurement.
To put it mildly.
Let’s back up. Single-modal campaign stats can be broken down into fairly standard tables with the traditional cast of characters: users, pageviews, impressions…
Even digital or otherwise ‘dynamic’ campaigns have become digestible enough over the past few years; interactions like clicks and txts have accumulated the necessary precedence to be adopted into the common marketing vernacular and hold meaning at face value. In most cases, digital numbers can be chopped finely enough to be contained within a traditional analytic structure (with possibly a few relational clauses and an asterisk or two).
But what about a campaign that asks users to click, txt, view, visit, watch, write, submit, photograph, playback, share, and embed? And do so in their own particular way, using whatever combo of devices they want, globally, 24/7?
Welcome to our world.
Cross-channel campaigns like Vans BeHere require an entirely new measurement rubric- one that involves far more than Excel tables and line graphs. User engagement becomes a complex equation involving all of the verbs above, some multiplied, some summed. But here’s the kicker: the three-click rule still applies, and it’s no longer confined to just the web or the mobile phone. When ‘spreadability’ reigns, you just better make sure that you let the user decide which three clicks (or txts, or playbacks, or embeds) he wants to make.
From a brand perspective, the ultimate success of a campaign like this isn’t raw numbers; that’s far too compartmentalized and myopic to mean much of anything. The ‘win’ here is verifying that the audience has been given the tools to craft their own user experience in an instinctual way, and can then pass these tools to friends (so that they can then use them in their own way…) Boiled down, it’s a matter of containing viral spread to the point that it captures and engages a critical mass of target users without losing effect.
Toss that in your pie chart.
Tags: be here, behere, cross channel campaign, cross-channel, digital media, Digital Out-of-Home, DOOH, engagement, interactive media, Interactive Media Platform, LocaModa, location-based media, measurement, out-of-home, place-based campaign, statistics, Vans, Wiffiti