The Challenge
In 2006, The Houston Museum of Natural Science had the opportunity to exhibit the highly acclaimed attraction, Gunther Von Hagen’ Body Worlds 3. To create a buzz and drive attendance to the exhibit, the Museum enlisted Spur Digital to create an interactive microsite.
The Solution
Spur Digital created an "edutainment" oriented microsite by bringing to life the exhibit with interactive multi-media such as flash and streaming video. The primary objectives of the creative project were to engage visitors, create awareness of the exhibit and drive attendance to the exhibit.
Campaign Overview
The microsite utilized several interactive elements which included "Download Free Stuff" that allows visitors to download posters, wallpapers, and buddy icons. There was also a virtual magnifying glass that allowed visitors to zoom in on images of specimens, and an interactive slicing tool, where visitors can explore the various layers of the skeleton, muscles, blood vessels, and nerve pathways. Each of these animated effects were developed with the intention of engaging users and driving viral marketing.
Results
Over the exhibit’s seven month stint, the Body Worlds microsite generated compelling results, helping drive record attendance and revenue for the museum. Key metrics over the course of the exhibit included:
- 30 Million Impressions
- Over 124,000 visits to the microsite
- Over 8,000 visits to the tickets box office representing potential ticket revenue of $400,000.
- Over 14,000 registrants for the Body Rejuvenation sweepstakes
- Nearly 5,000 Tell A Friend invitations sent by registrants to their friends
"Spur Digital’s innovative use of web marketing has played a major role in the success of many of our exhibits. We can always count on their ability to synthesize creativity with technology to deliver results."
Latha Thomas, Vice President of Marketing, Houston Museum of Natural Science