This summer I’m working in the Chicago office on the United Airlines team, assisting with the PGA Tour and the New York Road Runners sponsorships. I am responsible for a variety of things, including the creation and modification of activation recap decks. Before these are sent to the client, there are many rounds of revisions these decks must endure.
It’s important for my team to be able to quantify and identify the successes of the experiences we create; it’s not as simple as just saying “X many people viewed this video” or “We earned Y number of impressions.” When we highlight these activations, a straight recap deck can struggle to do the experience justice. It can be extremely challenging to take the entire experience, something that was lived and appreciated, and reconstruct it with words. Experiences evoke feelings, and feelings are oftentimes hard to describe. Taking this into consideration, it is important for us to overcome these obstacles and illustrate the excitement, those hard-to-describe feelings, and allow our client to re-live these activations with the same exhilaration they experienced firsthand.
To better show the clients the effectiveness of their experiences we try to bring color to a traditionally “black and white deck” to recreate it. We spend thorough time analyzing the key moments and highlights from these multi-day tournaments, and merge them into what can be considered the digital version of the brand experience. We try to fuse the client and consumer perspective, and illustrate it in a way that captures the experiences of both parties at these activations. Different experiences have different measures of success and tracking them all can be very challenging. For one experience, people sharing on social might be an important metric, but for another, it’s all about how many people registered for the service right there. And throughout all of that, we want to share with the clients the emotional responses that people had as well. Experiences resonate with people and we want to make sure that those lasting feelings we inspired are shared with the clients in a proper, measurable manner.
In my role this summer I’m seeing how experiences come together from the beginning, and how to sum them up when they’re over. Seeing what made a valuable experience has helped me look at the beginning of a new experience in a totally different way. The way to measure success in a given activation isn’t always the same, but being able to look at all the data afterwards, and recreate the experience out of the numbers and tell a story is an important part of the process and helps inspire the next one. Learning how to do that has been one of the biggest challenges in this job, and one that I know will help me as I go further in my career.
Emery Barnes is spending his summer in the Momentum Chicago office as a Business Leadership Intern, working on the United Airlines team and assisting with PGA Tour and NYRR sponsorship. He is a rising senior at Butler University.