Fan App Data — Participation Projection Model
Two golden windows: 1pm (lunch between games) and 5pm (late-arvo wind-down). If sponsors want to push activations, these are the hours to staff up.
Users aren't downloading and forgetting — they're engaging immediately. Zero friction onboarding is paying off.
10 of the 16 completionists are women aged 25–34. These are the users doing the full circuit, engaging with every sponsor, and completing the exit survey. They're your brand ambassador candidates and the demographic sponsors should be most excited about.
32 exit survey respondents — all 32 giving a perfect score and all 32 saying "Definitely" returning. That's not just good, that's a clean sweep.
| Pairing | Shared Users | Signal |
|---|---|---|
| Foot Locker + Rollin' Insurance | 42 | Strongest pairing — retail meets practical |
| Foot Locker + Hahn | 38 | Sneakerheads like a beer |
| Foot Locker + Maybelline | 38 | Fashion crossover confirmed |
| Rollin' + Tissot | 38 | Practical meets aspirational |
| Foot Locker + Nike/Jordan | 36 | Natural brand alignment |
| Hahn + Maybelline | 36 | Unexpected overlap |
| Maybelline + Nike/Jordan | 36 | Sport meets beauty |
The core engaged group does the full circuit — they're not cherry-picking. Nearly every sponsor pairing has 34–42 shared users. This validates the "activation trail" model and means sponsors benefit from each other's presence. Foot Locker is the connective tissue — appearing in 4 of the top 5 pairings.
Booth rating — 88% gave 5 stars
Would you consider Rollin' for insurance?
Got car or contents insurance?
When's your insurance up for renewal?
8 warm leads renewing within 3 months. A further 5 in the 3–6 month window. 69% open to considering Rollin'. Gender split: 58% male, 42% female — the most male-leaning sponsor. Age: evenly spread 13–17 (27%), 25–34 (31%), 35+ (27%).
100% gave 5 stars — "Feeling the Glow Up?"
When do you glam up?
What's in your bag? (multi-select)
85% gave 5 stars
Would you rock Maybelline?
Copped any Maybelline in the last year?
54 unique users across both activations (84 total responses). Biggest total response count of any sponsor. Gender: 55% female, 45% male — men are engaging with beauty activations too. Age: 45% are 25–34, making them the dominant cohort. Saturday was Maybelline's monster day with 62 responses alone.
92% gave 5 stars
How often are you shopping at Foot Locker?
$100 voucher — what are you spending it on?
How are you putting your fits together?
96% shop at Foot Locker at least sometimes. Shoes dominate at 79%. Gender: dead-even 50/50 male/female. Age: broadest spread of any sponsor — 29% teens, 33% 35+. In-store still edges out digital — this crowd values physical retail. Foot Locker is the "connective tissue" of the event — appears in 4 of the top 5 sponsor pairings.
Chill Zone — 83% gave 5 stars
Have you tried the new Hahn Ultra?
Go-to brew style
Celebration beer of choice
"I'll have a Hahn…"
62% loved Hahn Ultra — strong trial-to-positive-sentiment. But only 17% call it their go-to. Asahi is the biggest competitive threat at 29%. Gender: 62% female — women are engaging more with the Chill Zone. Age: 80% are 25+ (38% are 25–34, 42% are 35+). 21% prefer non-alcoholic — health-conscious segment is real at this event.
Would you rock a Tissot watch?
Which style are you rockin'?
I'm getting a Tissot when…
How much would you drop on a Tissot?
91% would rock a Tissot — strongest brand affinity of any sponsor. 50% want one ASAP. 64% willing to spend $500+. Gender: 59% female. Age: 41% are 35+, 32% are 25–34. Surprise stat: 4 of 10 teens said they'd spend over $1,000 — genuine aspirational pull with the younger cohort. This is real purchase intent, not just window shopping.
Championship Zone — 90% gave 5 stars
When are you rocking Jordans?
Bought any Jordan apparel lately?
Shoe Size Distribution
81% purchased Jordan in the past year. 90% wear them regularly. Sizes US6–US9 dominate (72%) — younger/smaller foot demographic. Gender: 57% female, 43% male — women are rocking Jordans hard. Age: 29% teens, 38% are 25–34. No 18–24 respondents at all — curious gap. Active, high-frequency customers across the board.
90% gave 5 stars
Go-to tequila flavour (multi-select)
Celebratory shot of choice
When is the tequila coming out? (multi-select)
57% chose El Jimador as their celebration shot — strong in-context brand recall. Spicy Margarita is the runaway favourite. Gender: 67% female — the most female-skewed sponsor. Age: 86% are 25+ (evenly split 25–34 and 35+). No teens — age-appropriate. "Festivals & parties" at 52% = perfect alignment with Summer Jam's positioning for future sponsorship pitches.
Near-equal gender split — a standout for a basketball event. Reflects the Women's Championship & inclusive positioning.
Older attendees are notably more willing to engage with brand surveys. 18–24s sign up but convert the least — gamification or incentive tweaks could help.
Women convert to surveys at a higher rate (34% vs 28%) and dominate the "super fan" completionist group.
| Age Bracket | Female | Male | Prefer Not | Total |
|---|---|---|---|---|
| 13–17 | 2 | 12 | 0 | 14 |
| 18–24 | 2 | 12 | 0 | 14 |
| 25–34 | 20 | 8 | 2 | 30 |
| 35+ | 18 | 6 | 0 | 24 |
| Total | 42 (51%) | 38 (46%) | 2 (2%) | 82 |
Clear pattern: younger respondents (13–24) skew heavily male (12:2), while 25+ respondents skew female (38:14). Women 25+ are the most engaged survey-completing segment by a country mile.
Women over-index across every single sponsor except Rollin'. Even traditionally male-skewed categories (beer, watches, sneakers) are majority female at Summer Jam. This is a powerful story for sponsors looking to reach young women in non-traditional contexts.
St Kilda/Prahran corridor dominates — hyper-local pull. Ocean Grove (Surf Coast) shows the event draws beyond inner Melbourne.
iPhone dominance aligns with Aus 18–34 demo. PWA strategy validated — no App Store friction needed.
Lakers/Celtics/Bulls = legacy brand loyalty. Bucks popularity driven by Giannis.
Josh Giddey at #3 — Aussie pride. Giannis edges out LeBron as the #1 favourite.
Hip-hop and R&B dominant. Drake, Kendrick, and SZA are the clear top 3 — useful for event soundtrack curation and potential future music partnerships.
172 Instagram handles captured at sign-up — a solid base for UGC outreach, tagged content campaigns, and influencer identification.
A consistent ~20% health-conscious segment across both alcohol sponsors. Worth highlighting in future sponsorship conversations with non-alc brands, wellness brands, or sports drink partners.
| Sponsor | 10am | 11am | 12pm | 1pm | 2pm | 3pm | 4pm | 5pm | 6pm | 7pm | 8pm | Total |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Maybelline | 4 | 14 | 8 | 22 | 8 | 10 | 0 | 16 | 2 | 0 | 0 | 84 |
| Rollin' Insurance | 4 | 8 | 4 | 12 | 4 | 8 | 0 | 4 | 6 | 2 | 0 | 52 |
| Foot Locker | 8 | 6 | 0 | 10 | 6 | 6 | 2 | 8 | 0 | 2 | 0 | 48 |
| Hahn | 4 | 2 | 4 | 10 | 4 | 4 | 4 | 10 | 4 | 2 | 0 | 48 |
| Tissot | 6 | 8 | 4 | 8 | 2 | 4 | 0 | 10 | 0 | 2 | 0 | 44 |
| Nike/Jordan | 8 | 6 | 4 | 10 | 2 | 4 | 0 | 6 | 0 | 2 | 0 | 42 |
| El Jimador | 6 | 4 | 0 | 8 | 4 | 2 | 0 | 16 | 2 | 0 | 0 | 42 |
| Exit Survey | 0 | 8 | 4 | 6 | 4 | 2 | 0 | 2 | 2 | 0 | 4 | 32 |
| Total | 40 | 56 | 28 | 86 | 34 | 40 | 6 | 72 | 16 | 10 | 4 | 392 |
Two clear peak windows remain dominant: 1pm (86 responses) and 5pm (72 responses). The 4pm dead zone persists at just 6 responses.
Entry Points — First Activation Completed
Maybelline Half Court → Hahn remains the strongest move at 22 users, reinforcing a clear skills-to-chill experiential pathway.
| Gap | Count | Share |
|---|---|---|
| Under 5 minutes | 228 | 74% |
| 5–15 minutes | 30 | 10% |
| 15–30 minutes | 20 | 6% |
| 30–60 minutes | 10 | 3% |
| 60+ minutes | 22 | 7% |
Median gap: 3.8 minutes · Mean gap: 59.6 minutes · 84% of transitions happen within 15 minutes. The activation trail still behaves like a continuous circuit.
Scans by Hour (AEDT)
Scans by Day
| Day | Scans | Unique Users |
|---|---|---|
| Fri 20 Feb | 142 | 30 |
| Sat 21 Feb | 288 | 58 |
| Sun 22 Feb | 66 | 8 |
Layout: Keep Tissot, Maybelline Half Court, and Foot Locker near entry points. Keep Hahn and El Jimador in the back half, and place the Exit Survey near Hahn/Rollin' to capture natural close-out flow.
Staffing: Prioritize high-capacity staffing at 1pm and 5pm. Avoid major announcements at 4pm given the consistent trough.
Engagement model: The activation trail remains validated at scale, with high within-session movement and fast booth-to-booth completion behavior.
false — may be a schema default rather than actual opt-out