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Viral Marketing On a Small Budget: The "Race to the Museum" Initiative

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In the National Museum of American History, there is a cabinet full of keys-keys that fit the 73 cars in the automobile collection. Most are sitting under car covers…but now the covers are coming off! Nearly 24,000 people voted within 3 weeks via a viral online marketing campaign with virtually no budget. The "Race to the Museum" initiative won a 2011 MUSE Award for Public Outreach.

Published in: Technology, Education, Automotive
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Viral Marketing On a Small Budget: The "Race to the Museum" Initiative

  1. 1.
  2. 2. The Challenge<br />Increase visitation during typically slow period (January and February)<br />Budget: $0<br />Creativity: 100%<br />
  3. 3. An experiment<br />
  4. 4. “In the National Museum of American History, there is a cabinet full of keys—keys that fit the 73 cars in the automobile collection. Most are sitting under car covers...but now the covers are coming off!”<br />
  5. 5. Blog posts were written about each auto “contestant.”<br />
  6. 6. The contest got top billing in our January enews.<br />
  7. 7. A dozenFacebook posts piqued interest prior to the vote, announced the voting period, and then announced the winners. <br />
  8. 8. We used HootSuite to monitor the use of our hashtag #Race2Museum and other mentions of the initiative on Twitter<br />
  9. 9.
  10. 10.
  11. 11. A.<br />B.<br />C.<br />D.<br />F.<br />E.<br />G.<br />H.<br />
  12. 12. And the winner is…<br />
  13. 13.
  14. 14.
  15. 15. In addition to traditional television news, we used the museum’s blog and YouTube account to tell the story of “moving day.”<br />
  16. 16. Results<br />
  17. 17. Lessons Learned<br />

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