Patricia Chapin-Bayley

How do you know if an activation worked — while it's still happening? CAA partnered with Reach3 Insights to find out. Using the Brand Experience Predictor (BXP), a proprietary measurement platform, 325 attendees at a major Super Bowl fan zone activation were surveyed in the moment via QR code—no post-event recall. The result was a rich, benchmarked picture of engagement, sharability and impact. Key Takeaways: 1. In-the-moment measurement captures what post-event surveys miss. 2. Benchmarking across an experiential database transforms single-event data into strategic guidance. 3. Measure beyond recall — shareability and brand impact are just as critical.