How do you measure a brand activation at a festival?

By crossing foot traffic in front of the booth with logged interactions. At PepsiCo Cordillera 2026, Connect measured 17,584 footsteps and EVIUS logged every one of the 705 orders.

What is a good participation rate for an activation?

It depends on the format; here participation over unique people while the booth was open was 16.7%, the metric comparable across activations.

Where do the figures come from?

Orders, units and times are EVIUS data, order by order. Footsteps, visits and uniques are passive, anonymous Connect measurement. Source: DataHub, PepsiCo Cordillera 2026.

What does 16.7% participation mean?

Orders over unique people reached while the booth was open. It is the metric comparable across activations.

Why are there 0 identified contacts?

Because the experience didn’t ask attendees for data. For the next edition, a registration step at ordering would turn measured preference into first-party contacts.

PepsiCo case study: a measured festival brand activation