International Spy Museum

Authentic Fan Engagement

International Spy Museum

Authentic Fan Engagement

SERVICES

Research • Product Innovation • Campaign Concepts & Development • User Experience & Interface Design • Content Development • Web Development • Media Services • Segmentation & Personalization

Challenge

The International Spy Museum was moving across town to open a new, bigger and better, purpose-built home, with a totally immersive and completely reimagined exhibit experience. While the museum was closed for more than four months, DMI was tasked with keeping Spy Museum fans engaged and generating buzz leading up to the opening of the new museum.

Mission accepted.

Insight

The new museum was going to be totally immersive, putting visitors into the shoes of a spy, challenging their assumptions, putting their skills to the test, and altering their perspective forever. We wanted to bring that experience to life before the museum even opened.

Solution

We built a completely mobile, GPS enabled, city-wide scavenger hunt. We recruited local agents to crack clues in order to find physical and digital dead drops hidden in the Washington DC area, and claim a secret prize.

Each dead drop was hidden at a famous spy site, from hotels where clandestine meetings occurred, to parks where actual dead drops were left by real spies. The clues and locations represented moments in local spy history, from 1777 up to the opening of the new Spy Museum on 5-12-2019.

Each dead drop was hidden at a famous spy site, from hotels where clandestine meetings occurred, to parks where actual dead drops were left by real spies. The clues and locations represented moments in local spy history, from 1777 up to the opening of the new Spy Museum on 5-12-2019.

Outcomes

With just organic promotion of the activation, the first dead drop was picked up only 52 minutes after it was released. With each of the six clue releases, most prizes were claimed within just a few hours, with more and more fans engaging each week.

The activation was a major hit with the Spy Museum fans for a combined 150% engagement rate. It generated buzz in the DC metro area, garnering earned media attention worth an additional $600k. Most importantly we achieved our goal of building excitement and awareness for the museum leading up to the opening.

150%

Fan Engagement Rate
Delivery Methodology

Agile (Software)

Design Thinking & Lean UX (Product Design)

Technologies Leveraged iOS, Android (Apps)

Spring, Java, Boot (Backend)

Partnerships

Google Cloud Platform (Hosting)

Google App Engine

Google Data Studio (CRM)

Firebase (analytics)

Awards & Recognition

DC ADDY’S

2019 Silver
Innovative use of interactive technology

DC ADDY’S

2019 Silver
Innovative use of interactive technology

Additional Work

  • The Right Message for the Right Audience

  • Enhancing the Customer Experience to Build Loyalty

  • Imagining the Store of the Future