Adobe Promo, Case study MUSEUM OF DIGITAL MEDIA by Goodby Silverstein & Partners San Francisco

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market United States
Agency Goodby Silverstein & Partners San Francisco
Released October 2010

Credits & Description

Category: Corporate Image & Information
Product/Service: ADOBE SOFTWARE
Date of First Appearance: Oct 6 2010
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Entry URL:
: (Unit 9)
: (Filippo Innocenti)
Media placement: Website - Website - 10/6/2010

Insights, Strategy & the Idea
Since the earliest days of the web, Adobe tools have been at the heart of the digital sites and experiences that are the Internet.

But software, by nature, is behind the scenes.

For 2010, Adobe set out to take center stage as the key player in digital creativity.

Our challenge was to find a way to engage our advertising-averse audience - creative professionals.

We focused on the tie between creative professionals and Adobe – the digital media that is created - from photographs, to illustrations, to game-changing digital experiences. Yet in our digital age none of this work has permanence.

So we created the Adobe Museum of Digital Media – the world’s first fully functioning museum entirely housed online, to celebrate digital creativity and position Adobe as both a leader and critical component of web experiences.

Creative Execution
We commissioned an architect to draw up the blueprint, enlisted web developers to bring the building to life in a digital world, and filled it with digital experiences unlike any other.

Welcome to the Adobe Museum of Digital Media

The AMDM is a true museum. It’s a place for education and community – with lectures and an archive to reflect and inspire. It’s landmark of where digital was, is and will be – and a testament to Adobe’s role in shaping culture.

Results and Effectiveness
Word spread, as over 170 media outlets have covered the launch thus far.

In its first quarter since launch the AMDM has already exceeded expectations with 3,000 membership signups a month.

People loved the content, with visitors interacting an average of 11 times per visit with our inaugural exhibit.

Best of all, traffic volumes are on par with the world famous Museum of Modern Art in New York City.

All through a self-sustaining marketing program with nearly zero paid media support and a shelf life as long as the web itself.