The Dalí Museum: Dreams Of Dalí [image] 2

Credits & Description:

URL: http://www.dreamsofdali.net/
Brand: The Dalí Museum
Target: USA · North America
Agency Network: Goodby Silverstein & Partners, San Francisco
Production Company: Goodby Silverstein & Partners, San Francisco
Co-Chairman: Jeff Goodby
Creative Director: Adam Reeves
Creative Director: Roger Baran
Creative Director: Sam Luchini
Creative Director: Mike Landry
Art Director: Sam Luchini
Copywriter: Roger Baran
Executive Producer: Pj Koll
Lead Unity and Technical Director: Nathan Shipley
Technical Advisor: Andrew Nelson
Modeling and Animation: Chris Carmichael
Modeling and Texturing: Gerald Hardin
Digital Artist: Chad Ford
Digital Artist: Brady Lowry
Digital Artist: Steph Sanchez
Sound Designer: Dave Baker
Editor: David Sullivan
Additional Unity Development: Taylor Hocutt
Additional Modeling: Jerome Hartman
Voice Actor: Bryan Galera
Photographer: Claude Shade
Photographer: Quinn Gravier
Digital Retouching: Jessica Gibson
Interactive Producer: Severin Sauliere
Interactive Producer: Margaret Brett-Kearns
Web and Mobile Development: Mike Kellogg
Web and Mobile Development: Andre Cardozo
Account Manager: Katie Lancaster
Assistant Account Manager: Levi Russell
Features: Desktop News Feed, Mobile News Feed
Language: English (US)
Objectives: Awareness, Offline Traffic, Product Launch
Tags: Entertainment, North America, English (US), Desktop News Feed, Mobile News Feed, Awareness, Offline Traffic, Product Launch, Online, Email  
Campaign Description
The Dalí Museum in St. Petersburg, Florida, boasts the second-largest collection of the surreal master, but it still lacks a large national audience. Today its visitors come mostly from Florida, so the museum asked us to generate national awareness of the museum’s newest exhibition, Disney and Dalí: Architects of the Imagination. We were tasked with attracting in-person visitors by creating an in-museum experience as well as a digital component so art lovers around the world could have a taste of what was happening at the exhibit. The work also had to continue to elevate the institution’s profile as an innovator in the art world.
Last year saw a boom in virtual reality and 360-degree immersive videos, which led us to Dreams of Dalí, an interactive experience that takes viewers inside Salvador Dalí’s mind. For the first time, people can see a painting how the painter himself saw it in his mind, before the very first brushstroke. It lives as a VR experience at the museum in which viewers can move freely in the immersive environment and as a five-minute 360-degree interactive video in which they are guided by a camera track. Both formats allow viewers to explore the wonders of Dalí’s imagination, hear the artist’s thoughts, find some of the famous creations that would come later in his career and in the process learn more about the life and work of the surrealist master. Above all, Dreams of Dalí is a new and more engaging way to look at art both in and outside of the museum.
Campaign Goals
Facebook was a critical component in the digital success of this effort. The museum’s Facebook page is a large hub that residents outside of St. Petersburg use to interact with the museum. During the development of Dreams of Dalí, Facebook announced the rollout of 360-degree-video capability (called 360 video) in news feeds, which in part led us to creating the digital component of the experience as it exists today. It was significant having the ability to reach out to consumers with 360 video directly in the museum’s news feed, where they are already searching for updates and content. The video received over 1.4 million views from Facebook alone.
Campaign Performance
The exhibition Disney and Dalí: Architects of the Imagination—which Dreams of Dalí is celebrating—had one of the most successful opening weekends in the museum’s history, with 20 percent more visitors than the previous year’s opening weekend for Picasso and Dalí. The five-minute online experience was also available as an interactive 360 video both on YouTube and on Facebook, and garnered over 2 million views without any media dollars. As a comparison, the museum receives 400,000 visitors every year. Dreams of Dalí yielded over 1.3 billion media impressions—worth over half a million dollars—for the exhibition and the museum. From the New York Times to WIRED, the Washington Post and Smithsonian, the coverage included technology, art, advertising and traditional news publications.