Houston Museum of Natural
Science Went Viral
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The Houston Museum of Natural Science (HMNS) was one chosen to
showcase the world-famous Exhibition for the Lord of the Rings
Trilogy. HMNS quickly realized that while the exhibit was
expected to generate a great deal of interest, it didn’t have a
lot of appeal for their core audience.
The success of the exhibition, therefore, would rest in how it
was marketed.
History: Article | MAY 13/06
Edited : Lonnie A | MAR 28/09
The Houston Museum of Natural Science quickly called in Spur
Digital to help reach the targeted demographic audience and
generate interest in the Exhibit. HMNS was, also, hoping to
acquire new patrons and members to further their future
revenue.
Spur digital worked with HMNS to identify the target market for
the campaign and developed an integrated online media plan to
reach those audiences.
The campaign featured an online contest that was marketed
through targeted online media outlets including relevant Web
sites, Search Engines and third party E-mail lists. Viral
marketing was an important component of the campaign, so Spur
developed an innovative strategy to get people to refer their
friends.
Spur identified the target audience as males 18 to 34 years old
who were fans of action and fantasy films, frequent video game
players and movie renters, tech-savvy who generally didn’t hang
out at museums.
Based on this information, Spur chose search engine
advertisements that would accompany specific search words,
dedicated e-mail advertisements, sponsored e-mail
advertisements, banner ads on web sites targeted toward the
desired audience, and e-mails to the HMNS list.
Did it work? You bet! The results were excellent. The impact of
the viral marketing effort was astounding - over 23% of
registrants came originated from the Tell-A-Friend feature.
The direct marketing efforts yielded impressive results as
well. In total, the 12 week, locally-targeted online campaign
yielded more than 2 million targeted impressions, 40,000 unique
visits, almost 12,000 and 6,000 invitations sent by friends at
a cost per action of less than $3.00. These contributed to the
record attendance of almost 100,000 over 3 months.
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