Driving sales with 360 video
The National Museum of the Pacific War (NMPW) recently underwent a two year, multi-million dollar remodel of their outdoor Living History exhibit. In the years leading up to reopening, the curators of the museum noticed an increasing number of visitors with young children in the museum and surrounding town. With their new exhibit ready for primetime, they knew they had a big opportunity to target this growing customer base.
Goal
Engage with a new customer segment and drive excitement for the museum’s reinvigorated Living History live show.
Action
Develop a stunning 360 video experience that transported viewers to the front line of the show.
Outcome
The final experience was one of the most viewed videos ever produced by the museum, shattering industry average engagement stats in the process and helping to sell out every show the following season.
Why 360 Video?
360 video has the power to create a sense of presence in the viewer making it feel as if you’re actually there. Want to visit Mars or swim with sharks? No problem! The same thing goes for standing in the middle of a live battlefield during WWII. We gave viewers the opportunity to get a front line look at the magnificent NMPW Living History exhibit. If being in the middle of a WWII battle doesn’t create a bit of excitement, I’m not sure what does?
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Interactive Storytelling
Creative Direction
CM&D partnered with the NMPW’s marketing agency to help flush out the filming script and create a plan to bring the final experience to life. This required multiple trips to the museum’s physical location, coordinating over 30+ extras, working with local historians and dressing up in costume only to be ‘killed’ on camera (seriously, look closely and you’ll see!).
Immersive Development
360 Video Production
CM&D provided all crew and equipment necessary to complete the 360 video filming portion of this project including a custom camera arrangement, post-production compositing and stitching, and working around live flamethrowers.
Engagement
Distribution Strategy & Development
This was the NMPW first time working in the 360 video space and they wanted to be sure their investment returned good results. CM&D was able to prepare the final assets for distribution across multiple platforms and provide guidance on 360 video deployment best practices.
Findings
325k+
Social Impressions
125k+
Local Market Views
2.5x
Industry Average Engagement Rate
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