The challenge was to create an interactive technique for the American Museum of Natural History. This project was done in a consumer behavior class during the Spring semester of 2010.

1. AMERICAN MUSEUM NATURAL HISTORY
OF

2. AMNH OVERVEIW
FOUNDED IN 1869 AND LOCATED ON THE UPPER WEST SIDE OF
MANHATTAN IN NEW YORK
5 FLOORS, 25 INTERCONNECTED BUILDINGS AND HOUSING 46
EXHITION HALLS
SCIENTIFIC COLLECTIONS THAT SERVE AS A GUIDE TO THE ENTIRE
PLANET AND PRESENT A PANORAMA OF THE WORLD’ S CULTURE
BEST KNOWN FOR ITS HABITAT DIORAMAS OF AFRICAN,ASIAN, AND
NORTH AMERICAN MAMALS, FULL SIZE MODEL OF BLUE WHALE, 62
FOOT HAIDA CARVED AND PAINTED WAR CANOE, 31 TON PIECE OF
CAPE YORK METORITE, AND THE STAR OF INDIA
REAL LIFE EXPERIENCE

3. COMPETITION

5. AMNH can offer
•Educational application for children
•Recreational/educational activity
•Exhibits based on interests
• The Butterfly Conservatory
• Mystery at the Museum: An
Meet Gisel Accomplice Adventure
Mother of two; daughters Chelsea & •Science and Nature program
Christina, ages 4 & 8 • Innovative program, offering
Age 36 weekday classes during the
Household Income: $40,000 school year, is designed to
Resides in Brooklyn educate children ages 2
Interests/Lifestyle through 12 and their parents
•Reading
•Smartphone user
about the wonders of the
•Stay at home mom Museum
•Bringing daughters to dance & art •Foursquare discounts
class
•Active lifestyle
•Early Adopter

6. What can AMNH offer?
•Upgraded App
•Foursquare check-in specials & prizes
• Get tips from friends
• Half off exhibits
• Alerts when an event of his
interest is coming soon
•Exhibits
• Baseball as America
Meet Peter • One Step Beyond with Chromeo
Age 19 • Drinks and live DJ set with
Resides in NYC visual effects
Student at Fordham
Baseball player
Household Income: $80,000
Interests/Lifestyle:
•Sports
•Electronic music
•Mathematics
•Enjoys hanging with friends and
attending sporting events

7. What AMNH has to offer:
•Upgrade App
• Exhibit schedule
• Tickets
• News
• Exploration tool
•Foursquare
• Share tips with her friends
• Upload pictures
• Get discounts/prizes
Meet Jessica •Exhibits
Age: 28 • Body and Spirit: Tibetan Medical
Artist/Teacher Paintings
Resides in Queens • Annual IRIS Lecture
Household Income: $40,000 • Rooftop Farming: The new
Interests/Lifestyle frontier
•Exercising
•Smartphone user
•Painting/Drawing
•Reading
•Foodie
•Activist

8. What AMNH has to offer?
•A main tourist attraction in NYC
•Foursquare
• Helps to make itinerary
• Discounts
• Tips for tourists
•App
• East to navigate
museum
• Rent iphone in museum
• Exhibit schedule
• Purchase tickets
Meet Felix & Maria •Standard museum exhibits
Age: 30 •Special Exhibits
Café owners • From east to west on
Resides in Spain 155th street
Household Income: 60,000 Euro • Walking tour
Interests/Lifestyle • Lunchtime Spring bird
•Traveling walks
•Music • Island beats: Festival of
•Latest technology Oceania
•Independent Films • IMAX : journey to a
prehistoric world

9. CONSUMER FEEDBACK
Pros
 Appreciative
 Enthusiastic
 Variety
 Excited
Cons
 Pricey
 Lacks interactive displays
 Lacks customer interaction
 Needs more recognition on the internet

10. GOAL
Increase brand loyalty and twitter followers
by taking advantage of the foursquare
application
MESSAGE
At The American Museum of Natural
History there is something for everyone

11. FOURSQAURE DEMOGRAPHICS

12. Location-based social networking
website based on software for
mobile devices.
Allows users to bookmark
information about venues that
they want to visit and surfacing
relevant suggestions about
nearby venues
Over 8 million users worldwide,
adding around 35,000 new
users each day
Over 2.5 million check-ins per
day, with over half a billion
check-ins in 2010
Specials- mobile coupons, prizes,
discounts

13. Attract new customers
Foursquare Specials-
• Newbie Special
Rewards users on the first time visiting a venue.
• First time at The Museum Shop? Take 25% off any item
in the store!
• First time at #AMNH? Tweet about it and rent an
iTouch with the AMNH app at no cost, to help you
navigate around the museum!
• Friends Special
Rewards groups of friends who come as a group to your
business. Come with 4 friends and get 20% off admission
to the Journey to the Stars exhibition!
• Swarm Special
Rewards large numbers of foursquare users for visiting
your business. If 20 foursquare users are here at once, get
a free snack at Café on 4!

14. Foursquare Specials - Reward loyal
customers
Mayor Special
Helps encourage repeat visitors, and creates a
fun game around frequenting the venue. The
Mayor gets free admission to ANY exhibition!
Loyalty Special
Helps encourage people to stay loyal to the
business and keep them coming back. On your
5 th time visiting us, pick an item from the shop
($25-$50) and take it home for free!
Specials will not only be promoted on the Foursquare app,
but also on the AMNH’s Twitter and Facebook page

15. Free Venue Stats Dashboard
Total daily check-ins over time
Most recent visitors
Most frequent visitors
Gender breakdown of customers
What time of day people check in
Portion of the venue’s foursquare
check-ins that are broadcast to
Twitter and Facebook
Allows you to optimize Specials
overtime based on what drives
sales
Staff page available that allows
employees to interact directly
with customers

16. PAID ADVERTISING
SUBWAY & BUS EXTERIOR ADS
New York is home to more than 12
million people and has over 35
million annual visitors & commuters
New York’s MTA Subway system has 26
interconnected routes, express lines
and multiple transfer locations. In
2008 average weekday subway
ridership was 5.2 million, while the
yearly ridership was 1.6 billion
NYC buses travel along 208 local
routes and 36 express bus routes
throughout the 5 boroughs
Exterior Bus advertising constitutes
the ultimate mass-reach media

17. PAID ADVERTISING
RATES- BLUE LINE MEDIA
Subway
 $200 - $500/unit/month
 Minimum purchase of 30-200 advertisements
 100 advertisements
 Approximate cost: $20,0000-$50,000 per month
 BLM offers free production- i.e., printing- and installation of
subway ad displays
Bus Exterior
 King, Queen or Tail (i.e., bus side or bus back) $150 -
$600/unit/month
 Minimum purchase of 25-100 bus advertisements
 50 buses
 $7,500-$30,000 per month

18. @AMNH

19. @ AMN
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20. @AMN
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21. @AMN
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