I've worked on the web site for a few big global brands. Believe it or not, there are companies out there (like Spire [1]) that can link web visitors to actual in-store sales. I was involved with a client last year who ran a report matching registered users from their site to in store buyers, to measure how much their users actually spend on their products. It's hit and miss, frankly.
But for a campaign like this, I am sure the web and marketing teams are overjoyed if their web traffic doubles over the course of a week. That would be counted as a major win. Marketing drives to measurable metrics (like hits) and we let the sales teams worry about sales.
Also, there are analytics people using tools tonight counting mentions across the web. How many impressions through mentions is huge in the marketing space. "50 million people heard about the new KitKat homepage through news articles!" This campaign will be submitted to Cannes next year and possibly win a Gold Lion.
But for a campaign like this, I am sure the web and marketing teams are overjoyed if their web traffic doubles over the course of a week. That would be counted as a major win. Marketing drives to measurable metrics (like hits) and we let the sales teams worry about sales.
Also, there are analytics people using tools tonight counting mentions across the web. How many impressions through mentions is huge in the marketing space. "50 million people heard about the new KitKat homepage through news articles!" This campaign will be submitted to Cannes next year and possibly win a Gold Lion.
[1] http://www.spirenow.com/