Why they chose PeakMetrics
The team brought PeakMetrics on to track its sponsorships and quantify their impact online — moving past hashtag and keyword counts to see when sponsor branding showed up organically in fan photos and videos. The work centered on sponsorship valuation: detecting brand assets visually across platforms and converting that exposure into defensible numbers the partnerships team could bring into renewal conversations.
The challenge
The team's marketing staff suspected fans were capturing sponsor branding in their own photos and videos at games and tailgates, but had no fast way to prove it. Traditional listening tracked when fans typed a sponsor's name — not when its logo appeared in the background of a post.
The solution
PeakMetrics built a multimodal Smart Category trained on the sponsor's logos, colors, and signage, then scanned the visual content of millions of posts across images and video.
The outcome
PeakMetrics detected the sponsor's branding in more than 20% of fan-posted images. That gave the team a defensible earned-media valuation to bring into renewal negotiations.
