Adult Swim Masters Data Tracking with a Fun House
What looked on the outside like a very silly romp through a fun house was in fact a sophisticated data tracking and social media tracking machine. Welcome to Adult Swim’s quirky Fun House and Meatwad Dome at San Diego Comic-Con.
The cable network kept track of attendance using a reservation system with a digital time slot check-in tied to printed tickets that corresponded with various designated arrival times for individual attendees. Fans could register on-site, or pre-register from their mobile device. Arriving fans received their RFID bracelet linked to Facebook, Twitter or email (whichever they registered with). Upon entry and at photo stations located throughout the footprints, fans scanned the bracelet allowing their photo to immediately post to their social account or email.
Behind the RFID integration was Thuzi’s “Scorecard” platform, which compiled real-time statistics and detailed hour-by-hour numbers for registered attendees; shares, impressions, clicks and other metadata. Not only did it help Adult Swim grow its social media chatter during a densely populated weekend of events, the information helped the brand quantify the success of its activations and the impact they made in number of physical attendees, digital brand recommendations, and amplification through social posts. Real-time sharing on social media equated to more than 517,000 direct brand recommendations.