A leading Media & Entertainment brand, renowned for producing and distributing world-class, original content, sought to measure the ROI of its major event activations. As part of the launch of a new sub-brand, the marketing strategy involved recurring brand activations at high-profile events such as Anime Expo and ComicCon. With large investments being made in these events, the team needed a clear understanding of their ROI and overall impact.

At Anime Expo (AX) and San Diego Comic-Con (SDCC), CMB utilized cutting-edge mobile research technology to engage event attendees in real time. Through AI-powered, chat-moderated interactions, attendees were able to seamlessly opt-in and provide open-ended feedback on their experiences throughout the event. This interactive, digital approach captured valuable insights while participants continued with their convention activities. In addition, CMB’s on-site qualitative team gathered deeper, human-led feedback on the pop-up experiences, resulting in a comprehensive and nuanced understanding of the brand activations’ overall impact.

The insights provided critical support for the Brand, Events & Experience Design teams, strengthening the business case for future event and sponsorship investments.

One year after the brand launch, awareness growth exceeded expectations: with the sub-brand earning the #1 position as the top destination for adult animation. This success has solidified the sub-brand as a key driver of growth and fan engagement for the parent brand.

The resulting events attracted 11K+ Visitors generated 4.8 Billion Media Impressions, and secured 90+ Press Features, further amplifying the brand’s visibility and impact.