Muzeiko STEAM Quest Days
Muzeiko is one-of-a-kind interactive children museum.
For 5 years, Muzeiko has grown rather organically among its core audiences. Next 2 pandemic years have affected museum results and awareness level.
After the pandemic the frontline challenge was to reach & attract new audience beyond the loyal fan base. But beyond this challenge, we found Muzeiko had deeper need connected with the understanding of its unique character – for those who haven’t visited Muzeiko, it was hard to figure out what kind of experience is “hiding” behind its walls and why it is so unique.
So there was a need to first state Muzeiko positioning and we established its communication territory based on its true STEAM heart naming it “STEAM Universe of discovery and adventure”.
And then we had even more challenging task – how to show this magical STEAM UNIVERSE of Muzeiko to new more mass audience in a way it will attract them and will avoid association with “museum” and non-fun activities.
Our approach was to definitely go beyond the informative type of communication. Experience at Muzeiko is the king and it couldn’t be “translated” with traditional communication approach.
The solution – entertainment format that shows it all: “MUZEIKO STEAM QUEST DAYS” – digital entertainment quest games show, designed for 7+ kids and parents. Two influencer families ran through series of special quests on the terrain of Muzeiko and around their unique experience we built digital first branded content campaign.