Goal

Capturing the Affinities of a Tech Culture

Capital Factory hosts multiple sponsored events annually, targeting the start-up community within Austin and nationally during SXSW. In order to better serve start-ups in the incubator and continue to provide value to sponsors including Google, Capital Factory wanted deep insights into who was attending, their brand affinities, locations, likes and more. Umbel’s RSVP activation app collected and segmented thousands of deep data points to give Capital Factory ownership of their audience data rights, unique information and allowing them to take action on findings.

Background

A History Versed in Texas Innovation

Capital Factory identifies and nurtures capital efficient technology startups in Austin, Texas. Capital Factory is comprised of mentors and investors who have built, scaled, and sold lean startups themselves. The Incubator gives Austin startups a competitive advantage in attracting talent, mentors, press and funding.

Results

Deep Audience Data on Austin’s Start-up Community

Capital Factory used Umbel’s RSVP activation app to tap into Austin’s start-up community’s audience identity and brand affinities. The app reached more than 23,000 impressions with a 34% conversion and high social media traction, increasing brand recognition and on-site uniques.

Details

Activating Entrepreneurs

  • Capital Factory uploaded their creative to Umbel’s RSVP activation app and launched it overnight.
  • RSVPs automatically responded to tech usage (phone, tablet or web), scaling for ideal customer experience.
  • The end-user RSVPed via a 3-step social authentication (from which they could choose to opt out).
  • Overall, Capital Factory received up to 1,000 RSVPs per day leading up to the pre-SXSW Start-up Crawl event, giving deep audience demographic and affinity data on the SXSW start-up crowd.
What’s so exciting about Umbel is to be able to get detailed reporting on exactly who people are, what they’re interested in, what they’re doing, where they come from. That’s just a really powerful insight that I don’t think we’ve ever had the ability to get to before.

Related Partners & Integrations

Photo: Capital Factory's Facebook page