Learn about #HowDoYouMuseum, an innovative destination campaign combining traditional and digital media. This multifaceted campaign engages visitors by asking them to share their experiences at the museums; the museum then takes the user-generated content and applies it as an additional marketing tool in both paid and non-paid media. Kezley, Edgar and CJ will discuss how the museum was able to generate more than three million views of their videos and reached more than 2.3 million viewers who saw their UGC posts in just a matter of months. They will further discuss the correlations between the campaign and record attendance numbers; the use of both traditional and UGC to engage new audiences and the challenges associated with sustaining a two-year campaign on limited resources.
• KELZEY ZIFF, Social Media Manager, Natural History Museum of Los Angeles County, USA @NHMLA
• EDGAR CHAMORRO, Digital Content Developer, Natural History Museum of Los Angeles County, USA @NHMLA
• CJ BRUCE, Digital Strategist, Guru Media Solutions, USA @weareguru