NFL Pro Bowl in Honolulu

Hawaii Tourism Authority & National Football League

The Challenge

An NFL football game presents a small window of opportunity to yield a quantifiable research study of 45,000 fans packing Oahu’s Aloha Stadium. Anthology deployed a SWAT team of 18 uniformed reseachers at the 2014 NFL Pro Bowl game. We interviewed 1,200 fans, yielding an intercept study of +/- 5 percent accuracy. The findings validated the economic impact of HTA’s NFL Pro Bowl sponsorship. And the NFL learned that its new game format, of two Hall of Famers choosing up teams playground-style, was well received by the fans of the all-star matchup.