Want to Know Where Cannes Attendees Actually Spent Time This Year? Hint: Branded Beaches

GroundTruth analyzed festival foot traffic

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It’s easy to look at Instagram posts from Cannes Lions festival attendees and wonder what exactly they did while there. Drink rosé on a yacht? Listen to a meditation guru? And why, exactly, do companies need to be at the festival. You’ll have to ask people from your company who attended for some of those answers, but GroundTruth, the festival’s Wi-Fi provider, can give you a peek into where attendees actually spent time.

Using location data for roughly 16,000 attendees collected from the Wi-Fi network at Cannes, GroundTruth used “an anonymized format” to build a heat map of where they went during the festival, according to a spokeswoman for the company.




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