Virginia Museum of Fine Arts Case study DISCOVER THE MASTER by The Martin Agency Richmond

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DISCOVER THE MASTER

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Industry Shows, Events & Festivals
Media Case study
Market United States
Agency The Martin Agency Richmond
Art Director William Esparza
Copywriter David Muhlenfeld
Producer Travis Smith
Account Supervisor Caroline Denton
Released February 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: VIRGINIA MUSEUM OF FINE ARTS
Product/Service: PICASSO EXHIBITION
Agency: THE MARTIN AGENCY
Date of First Appearance: Feb 1 2011
Chief Creative Officer: John Norman (Martin Agency)
Group Creative Director: Keith Cartwright (Martin Agency)
Art Director: William Esparza (Martin Agency)
Copywriter: David Muhlenfeld (Martin Agency)
Producer: Travis Smith (Martin Agency)
Print Producer: Paul Martin (Martin Agency)
Account Supervisor: Caroline Denton (Martin Agency)
Media placement: Print Campaign - Richmond Times Dispatch - Feb. 1, 2011
Media placement: Mobile Application - N/A - Feb 1, 2011
Media placement: Facebook Micro Site - Facebook - Feb 1, 2011
Media placement: Augmented Reality App - N/A - Feb 1, 2011
Media placement: Buy Tickets Application - N/A - Feb 1, 2011
Media placement: Out Of Home - Reagan International Airport - Feb 1, 2011

Describe the campaign/entry
Headline:DISCOVER THE MASTER
This portrait of Picasso, created entirely of QR codes is easily activated through your mobile device. Once activated you'll find pertinent information on the exhibit, ticket purchasing capabilities and a limited gallery of work from Picasso's exhibit as well as an augmented reality app that downloads directly to your phone. This app unlocks our virtual gallery, where pieces from the exhibit can be found on city streets, on buildings, in parks, inside storefront windows and at multiple Starbucks locations. We are attempting to create multiple experiences to Discover the Master over the course of the exhibit.

Describe how the campaign/entry was launched across each channel in the order of implementation
1. The Picasso QR print campaign launched across print and out of home.
2. Users could scan the code and be immediately launched to our mobile app.
3. The Mobile app invited users to explore the Picasso gallery, buy tickets or explore the AR function which allowed them to discover art sculpture and quotes all around their cites.
4. All functions were sharable via Facebook and twitter.
5. And all functions were accessible on the Virginia Museum of Fine Arts Facebook page.

Give some idea of how successful this campaign/entry was with both client and consumer
• 92% of the web mentions are from new sources since the start of the campaign.
• Over 500 Blog Mentions since the start of the campaign.
• The Museum is set to surpass their goal, reaching over 200,000 tickets sold.
• 52% Membership increase in the first month of the campaign.