Campaign: Super Bowl campaign
PR agency: Conover Tuttle Pace
Launch: February 5
Objective: Participants in an annual Innerscope Research study will experience all the norms of Super Bowl Sunday – friends, snacks, and beer – but they'll also wear sensory belts that monitor their heart rate, perspiration, and movement during the big game's commercials on February 5. The yearly study on Super Bowl ads highlights a technology Innerscope developed to analyze emotional responses to media.
“When we started it, we were trying to think of a clever way to demonstrate our technology and research approach,” says Carl Marci, Innerscope CEO and chief science officer.
With the study in its fifth year, Innerscope wants to further establish itself as a thought leader in the field of biometric market research.
Idea: Marci founded Innerscope in 2006 with former student Brian Levine, now the company's president and chief innovation officer. It conducted its first Super Bowl analysis two years later, and the initiative has gained national coverage on Good Morning America and in Wired.
Innerscope's technology allows researchers to capture real-time responses to ads, rather than taking a post-game study. Participants will wear lightweight belts and eye trackers to monitor skin sweat, heart rate, breathing, and movement.
“Our approach is unique because we measure groups at a time and do it live and in a comfortable way,” Marci says. “Everyone talks about momentum shifts during the game, but to actually measure that was very exciting.”
Tools: Conover Tuttle Pace will pitch the study's results to national media. Innerscope's overall goal is to take a unique angle on Super Bowl advertising, rather than just create a list of the best ads. The study's primary objective is to measure the emotional reactions of supporters of both teams.
Measurement: Innerscope will gauge success by the amount of media coverage it gains, Marci says. It also hopes to land a corporate sponsorship for the study.
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