Media and Social Engagement

MUSEUM OF SCIENCE AND INDUSTRY

SHOWCASE
Museum of Science and Industry

MUSEUM OF SCIENCE AND INDUSTRY SEEKS ROOMMATE

The Museum of Science and Industry (MSI) in Chicago underwent a historic $205 million capital campaign to renovate a significant portion of its interior space with new, permanent exhibits and had rolled out a new brand identity. To introduce its new identity and showcase the interior changes, MSI needed a high-impact program that was as innovative as the museum itself to inspire and excite its visitors.

APPROACH
MSI and PCI rolled out Month at the Museum—a worldwide search to find the museum’s first-ever "roommate,“ who would live inside the museum for 30 days, experience the museum from every vantage point, and share the experience with the world through traditional and social media. The winner would receive unrestricted access to the largest science center in the Western Hemisphere, $10,000, equipment to document the experience, and the adventure of a lifetime.
RESULTS MEDIA PLACEMENTS
The call for applicants resulted in more than 1,500 entries from around the world. Thousands followed the winner, former teacher Kate McGroarty, during her 30-day residency by meeting her in person at MSI and interacting with her online through her Facebook updates, tweets, nightly videos, photos and blog
59% of all MSI guests were aware of Month at the Museum prior to their visit and many cited it as a reason they came. More than 1,100 media stories were secured, resulting in more than 460 million impressions, including:
A live talk-back on “Good Morning America”
Two live MSNBC interviews and mentions on CNN and “Late Night with Jimmy Fallon”
Six AP stories, including a national feature covering Kate’s entire month
Two USA Today features interviews on NPR’s “All Things Considered” and PBS “Newshour”
High-profile online coverage from Wired.com, FastCompany.com and more
Local media coverage of each phase of the contest
RESULTS SOCIAL MEDIA
Unprecedented social engagement resulted in:
46 Million impressions from media placements
288,000+ unique visitors viewed the Month at the Museum website
4,000+ fans “liked” Kate’s Facebook page and 1,600 followed her on Twitter
100,000+ people worldwide viewed Month at the Museum-related videos posted to MSI’s YouTube page
MSI’s Facebook fans grew by 25%, with record levels of engagement, commenting and interaction
Hundreds of applicants posted their own entry videos to YouTube, resulting in additional views
SAMPLE MEDIA PLACEMENTS
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