How MGA Turned 4 Days at FAN EXPO Canada Into Nearly 1 Million Impressions
Updated: 8 hours ago
This FAN EXPO case study should distinguish verified session counts, content shares and reported impressions from sales or attributed revenue. The campaign results are specific to the featured activation and should not be treated as typical outcomes.
MGA’s Miniverse Real Music activation, designed and operated by DMA Events, turned attendees into content creators and brand amplifiers.
302,622 | 995,318 | 3.29 | 4 |
Cumulative Reported Reach | Cumulative Impressions | Impressions per Person Reached | Days |
The Challenge
At a major consumer event like FAN EXPO Canada, simply attracting people to a booth is not enough.
MGA wanted its Miniverse Real Music experience to engage fans on site while creating branded content guests would be motivated to save, download and share beyond the physical event.
The objective was to transform attendee participation into measurable digital exposure, extending the life of the activation well beyond the convention floor.
The DMA Approach
DMA developed and operated an interactive branded experience designed around three key goals: attract attendees, create personalized content and make that content immediately shareable.
Guests became active participants in the Miniverse experience rather than passive spectators. Each interaction created an opportunity for the brand to continue travelling through attendees’ personal networks through downloads, email delivery and social sharing.
The experience was supported across the full four day FAN EXPO schedule, allowing MGA to continuously engage new audiences as attendance increased throughout the weekend.
The Results
Measurement note: The reach and impression figures below are campaign-reported totals presented for this activation. Daily reported reach summed across days may include repeat audiences; it should not be interpreted as deduplicated unique reach. Source campaign exports and attribution methodology should be reviewed before relying on these values for independent performance comparisons.
Across August 27 to 30, the activation generated:
302,622
Cumulative Reported Reach
995,318
Cumulative Impressions
That represents an average of approximately 75,656 reach and 248,830 impressions per event day.
Even more importantly, the campaign produced approximately 3.29 impressions for every person reached, a ratio of reported impressions to reported reach, not proof that each person saw the campaign this many times.
Date | Reach | Impressions |
August 27 | 57,628 | 189,495 |
August 28 | 84,820 | 278,742 |
August 29 | 99,043 | 325,897 |
August 30 | 61,131 | 201,184 |
4 Day Total | 302,622 | 995,318 |
Peak Engagement
Saturday, August 29 delivered the strongest performance of the four day activation, generating 99,043 reach and 325,897 impressions.
Compared with opening day, reach increased approximately 72%, while impressions also grew approximately 72%.
This demonstrates the value of maintaining an activation throughout a multi day event: momentum can build as attendee traffic increases, guests discover the experience, and branded content continues circulating digitally.
Want results like this at your next event?
Beyond the Booth
One of the most important takeaways from the campaign was where the engagement happened.
The analytics show that email delivery and guest downloads represented the overwhelming majority of activity, while social platforms provided additional distribution.
That matters because the experience was not dependent solely on guests publicly posting to social media. The branded content was being actively delivered, saved and retained directly by attendees.
For MGA, that meant the activation created both immediate experiential engagement on the FAN EXPO floor and continued digital brand exposure after guests walked away.
The Outcome
The Miniverse Real Music activation demonstrated how a well designed experiential campaign can turn a few moments of guest participation into hundreds of thousands of measurable digital touchpoints.
Over four days, DMA helped MGA transform FAN EXPO attendees into content participants and brand amplifiers, generating nearly 1 million impressions while creating a memorable, shareable experience connected directly to the Miniverse brand.
4 Days. 302K+ Reach. Nearly 1 Million Impressions.
That is the difference between simply having a presence at an event and building an experience designed to travel beyond it.
Planning an activation like this?
Tell us about your event and we will send a custom proposal.
Prefer to talk now? Call 416 450 0450 or email richard@digitalmirror.ca.
DMA Events
DMA Events creates interactive event experiences that combine technology, branded content and measurable engagement for conferences, festivals, product launches and experiential marketing campaigns. From AI powered photo and video activations to trading cards, robotics, cinematic experiences and digital engagement platforms, DMA helps brands turn event attendees into active participants and participation into measurable results.
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