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Dinosaurs, Polar Bears and Einsteins Run Amok
1. February 25, 2019
Dinosaurs, Polar Bears and Einsteins
Run Amok in the Capital
Making a viral campaign work
MuseumNext
Marketing Summit
LINE Hotel, Los Angeles, California
41. Results…
• Almost no pick-up on social media of actual
street activations
• Some media pick-up, but little earned media
• La Presse, Montreal’s largest daily
• Created video was strong
• Individual challenges between Brainiacs and Dinos
• Shorter sequences spread over longer period
• 500K views
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42. What did we learn?
Don’t fear the “raincheck”
• Validation more important than timing
Be careful of diluting the concept
• Not resonant:
• Einstein says “Brainiac”
• But “Brainiac” is not readily identifiable as anything
• A stretch too far: Star Trek meets Ultimate Dinosaurs
Push concept onto range of media
• Social, earned social, earned traditional, pushed social
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