Case Study: Genesco Sports Enterprises measures MINI dealership tour engagement with Meshh

Meshh helps the MINI USA and their agency, Genesco Sports Enterprises, understand engagement for the MINI Clubman Tour

Genesco Sports Enterprises, a leading sports and entertainment marketing agency, partnered with spatial analytics provider Meshh to measure the effectiveness of a MINI dealership tour. Their challenge was to understand how the activation performed across different locations, compare the success of each stop, and determine if the event was successful in driving consumer interest against their key KPIs.

Meshh deployed its proprietary sensors at 10 MINI dealerships, placing them strategically near the focal-point vehicle to track engagement. The solution provided Genesco and MINI with a comparative analysis of all 10 stops, identified peak traffic times, and calculated conversion rates. The results were significant, showing that attendees spent an average of 37 minutes on-site, representing nearly 16 days of collective brand engagement and providing strong internal benchmarks for future events.

Genesco Sports Enterprises