Best Marketing Campaign

Research takes a front seat in Asian Art Museum’s anniversary celebration

The creative use of a game in its approach engaged prospective visitors, and the well-integrated campaign left no relevant channel unused.

Operation: Lost Warrior - Logo -

Communicators for San Francisco’s Asian Art Museum must have felt particularly challenged to draw crowds for the 10th anniversary of the museum’s move to the Civic Center. The anniversary exhibit, China’s terracotta warriors, was making its second stop at the museum. With a “been there, done that” kind of exhibit, the museum turned to marketing to drum up excitement by employing an “alternate reality” game—a lost terracotta warrior needs to be found.

In a well-integrated campaign that wove together the best-practices uses of traditional and social media, the AAM team was able to blow away its objectives, drawing 238,000 visitors—88,000 more than planned—and setting a weekend attendance record. The Asian Art Museum also scored a win in the Best Marketing Campaign category of PR Daily’s 2014 Nonprofit PR Awards.

Our sincere congratulations to the team of Ami Tseng, Jennifer Yin, Janet Brunckhorst, David Owens-Hill, Tim Hallman, Amelia Bunch, and Dori Sera Bailey.

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