Case Study: Viral Marketing and Buzz for a Museum
Friday, April 14, 2006 at 11:00 Mauritshuis, a Dutch museum which hosts a collection of old Dutch and Flemish masters, describes its first viral buzz campaign in a detailed case study. The case study is very well written and shows some very strong results for a museum who created this sort of campaign for the first time.
Where's the piercing ?The core of the campaign was a game based on recognising anachronisms in famous paintings. As an example; Johannes Vermeer’s world-famous Girl with a pearl earring was given a piercing...
The game was introduced to an existing database with the objective that it would become viral and get e-mailed around, thus increasing the number of visitors to the Museum's website. One of the results was that every player introduced 4.8 new players... Rather impressive for a first off.
Again, we need more case studies like this in the context of using blogs and RSS for marketing and communications purposes. Who keeps the list ?
Reader Comments (5)
I started a page on case studies on the NewPR Wiki - feel free to add more examples and spread the word :)
Here's the URL:
http://301url.com/blogging-casestudies
I found this case study here: http://www.archimuse.com/mw2006/papers/devet/devet.html, looks like there was an international conference about musea and the web...
Coincidence or not, I just had a little conversation with Neville about the need for solid case studies on blogging and PR/Marketing if we want to get the attention of companies. You can follow our discussion here: http://www.nevillehobson.com/2006/04/12/its-an-opportunity-not-a-threat/
I think we need a framework for ROI first. One that would appeal to the most hardened and sceptic CEO/CIO's around like the one from Amazon (see http://tinyurl.com/od67a )
Thanks for initiating the collection of good case studies. I made a note to contact you about this after my discussion with Neville but hey, you're too fast ;-)
Thanks for pointing me to the discussion on Neville's blog. I'm not sure that we need a framework for ROI *first* - or that ROI is the best metaphor for describing the benefits of blogging and other social software tools. Maybe we should go ahead with these two project, in paralel: finding a way of describing the blogging benefits for business, and finding success/failure case studies.
There are a couple of discussion in the blogosphere about blogging ROI. I intended to start indexing them on this page - http://www.301url.com/blogging-roi - but it needs a lot of work :)
PS: I asked you where you found the URL because I bookmarked the same story in my del.icio.us, a day before:
http://del.icio.us/url/aabd9543e404c4f40454b30ec0fd2513
The wonders of the Web:)
PS2: Is there a link where I can register for comments? Thank you!
The thing about a ROI framework first is that that there should be a consensus for business types / CxO level people on what constitutes ROI of blogs and other new media.
For some "being part of the conversation" will be enough, but other will want strong figures etc...
My suggestion was to create such a framework, check it off with some well known CxO level business managers and then use this template to create case studies.
Of course, the collecting can/should start now... I'll spread the message in Belgium.
Re: the museum story - can't remember where I got it from, I have too many mixed RSS feeds, but it pointed straight to the website... If this came from your del.icio.us feed then sorry, I should have attributed it.
Follow up on comments... I haven't seen anything that allows this on Squarespace but have sent the question to support. Thanks for pointing that out. I also asked them for an integration with CoComment.