How are brand partners measuring ROI from their ComplexCon HK investment?

Brand partners and sponsors such as McDonald’s Hong Kong, Animoca Brands, Regent Hong Kong and Cathay Pacific are seeing a positive return on investment (ROI) from partnering with ComplexCon, a festival and exhibition that combines pop culture, music, art, food and innovation, which takes place outside of the US for the first time and set the stage in Hong Kong AsiaWorld Expo over the past weekend.

As of last Friday (22 March 2024) 8pm, over 29,000 tickets were sold, according to i-Cable. The most expensive tickets, costing HK$4,780 per person for a three-day pass for concerts and carnivals, are sold out. The event drew over 200 artists and creators from Hong Kong and abroad.

ComplexCon has received HK$15 million from the Mega Arts and Cultural Fund.  Hong Kong's tourism chief, Kevin Yeung, who attended ComplexCon Hong Kong, expressed on his Facebook page that ComplexCon's decision to select Hong Kong as the first location outside of the US for this event demonstrates the irreplaceable status of Hong Kong.

MARKETING-INTERACTIVE has reached out to Complex Chinese for more information.

As the official taste partner of ComplexCon Hong Kong, McDonald's Hong Kong has collaborated with Japanese graphic artist Verdy, the artistic director of the event, to introduce an exclusive collection of merchandise and a pop-up store over the past weekend.

Don’t miss: McDonald's HK and Verdy launch thematic pop-up store at ComplexCon HK

A spokesperson from McDonald's Hong Kong told MARKETING-INTERACTIVE that it values quality collaborations and audience experience as key factors in cultivating brand reputation among the new generation, going beyond the typical quantitative metrics of ROI in marketing campaigns.

“For marketing campaigns in general, ROI usually refers to a combination of quantitative metrics such as sales and traffic, as well as qualitative assessments of brand perception. However, beyond quantifiable key performance indicators (KPIs), what we value more is quality collaborations and audience experience that foster our brand reputation in the hearts of the new generation,” the spokesperson from McDonald's Hong Kong said.

Through the launch of a pop-up store at ComplexCon, McDonald’s hopes to solidify its position as a pioneer of art and culture, seamlessly blending its brand essence with the vibrant and dynamic world of pop culture and diverse audience, including art enthusiasts, Gen Z, and young families, who actively seeking new and exciting experiences. 

McDonald's Hong Kong aims to create lasting brand affinity and authentic engagement with the evolving consumer base by cultivating meaningful connections with cultural phenomenon such as ComplexCon Hong Kong, added the spokesperson.

We believe the artistic and cultural elements introduced by Verdy will capture the hearts of those with a keen appreciation for creative and innovative expression and visually engaging experiences.

On a similar note, Regent Hong Kong, the hotel partner of ComplexCon, said the partnership serves a dual aim of supporting mega events in Hong Kong to boost tourism and collaborating with the latest artists in the pop culture world. Its spokesperson said that the partnership also aligns the brand with influential creators, artists, and innovators, reinforcing its identity as a champion of creativity, fostering connections, and positive brand perception. 

The partnership also provides an opportunity for Regent Hong Kong to engage with a diverse and passionate audience, further solidifying its position as a culturally connected hospitality brand, its spokesperson added.

While it is not easy to provide precise ROI projections, we believe the exposure and connections will yield long-term benefits for the brand.

On the other hand, Cathay Pacific, one of the brand sponsors of ComplexCon Hong Kong, has extended the invitation to its two million members by offering them the opportunity to use miles plus cash to gain exclusive access to the event.

While it's the first time ComplexCon taking place outside the US, a spokesperson from Cathay Pacific said it believes the event will generate significant buzz in Hong Kong. "Moreover, it will enhance Cathay's artistic and experiential offerings, resonating particularly well with the young audience we aim to engage and nurture," its spokesperson added.

In terms of ROI measurement, the spokesperson from Cathay Pacific said it will closely monitor and measure its customers' response, which includes tracking their engagement on Cathay Pacific's social media platforms, analysing sentiment surrounding the brand, and evaluating ticket redemption performance.

Apart from these brands, ComplexCon Hong Kong has also partnered with Web3 leader Animoca Brands to support Hong Kong's post-COVID re-establishment as a global events and cultural hub.

"We are confident that ComplexCon Hong Kong helps to affirm the vision of Hong Kong as a cultural capital of Asia with extremely high international accessibility," Animoca Brands' spokesperson said.

When it comes to ROI measurement, the spokesperson from Animoca Brands said while the partnership aligns with its previous support for ApeFest non-fungible token (NFT) event last year, it will assess how Hong Kong continues its evolution as a hub for events, culture, and Web3.

"Rather than focusing on the direct ROI of ComplexCon Hong Kong, our primary objective is to foster the growth of Hong Kong as a major Web3 and cultural ecosystem, because we see the territory as uniquely positioned to take advantage of this nascent industry," the spokesperson added. 

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