Louvre Abu Dhabi
International Museum Day Marketing Campaign
Marketing Campaign for Web and Social Media
Louvre Abu Dhabi is the largest museum on the Arabian peninsula and is associated with the most recognized name in museum history; Louvre, France. Louvre desired to unveil its new architecture through an online application on International Museum Day. Virtual Force designed, developed, and launched the application. We designed a website for unveiling the final image. This website had a visual which encouraged users to participate in celebrating International Museum Day. A neatly placed collage, with a background image, was placed on site. This was to be eventually filled with profile pictures of all those who had joined the campaign in a smart grid. The final image of the site was an interactive and engaging image that unveiled the architecture of the Louvre Abu Dhabi. International Museum Day campaign for Louvre Abu Dhabi went live for one day and generated waves on social media. The campaign was branded as a ‘huge success’ by the Louvre marketing team. The campaign enhanced Louvre Museum’s ability to engage users on social media platforms and made its architecture unveiling a success, both in terms of brand marketing and potential customer outreach.
Louvre Abu Dhabi
The Challenge Faced by Louvre Abu Dhabi
Louvre Abu Dhabi projects an international presence as a museum worldwide. Therefore, to launch its newly unveiled architecture, it required a grand campaign to garner interest from audiences all over the world. Not only did the unveiling of the architecture have to be grand, but it also had to involve people and gain virality on social media platforms. Virtual Force’s task was two-fold; to come up with an out-of-box marketing solution for the Louvre, and, to implement the same using the technology strengths at hand.
The Solution We Came Up With
Early on, in the storyboarding and brainstorming sessions, our engagement manager came up with an idea that struck a chord with Louvre; come up with a mosaic of the to-be unveiled architecture using pictures of people that participate in the social media campaign. The idea was simple yet elegant. Over the course of 24 hours, before the final image would be unveiled, people would get a gradual picture of the design as they participated in the campaign. Each picture would be added as users took part in the social media campaign designed by Virtual Force. Using a smart mosaic algorithm, we revealed the masterpiece from the contribution of people through their profile photos collected from Instagram, Facebook, and Twitter.
The Features We Added to the Campaign
- Smart Mosaic Algorithm
Our engineers came up with a robust algorithm that collected the display pictures from social media campaigns and sorted them using a mosaic algorithm. It then placed these display pictures and arranged them to form a mosaic depicting the architecture of the Louvre Abu Dhabi. The dynamic collage image which was generated at the end of the campaign was revealed by means of a masterpiece design, through the contribution of all the profile photos of the people who contributed to it.
- Social Media Campaign
Louvre Abu Dhabi’s architectural design was revealed through profile photos of all the users who engaged and contributed to the campaign. A call-to-action was given on user-engaging messages on 3 social media platforms (Twitter, Facebook, Instagram) along with a hashtag. Users were offered vouchers as an incentive to share the campaign on their walls.
Successful Social Media Stats from the Campaign
- Countless Likes (via Sponsored Campaign)
- Countless Followers (via Sponsored Campaign)
The Stunning Architecture