I knew what I was going to write about today when I saw this morning’s news. They were reporting about a video of a shark attacking a duck boat going up the Charles River in Boston. OK, think for a minute. Do you really think a shark would be chasing a duck boat up a river? That’s right; this was a viral marketing campaign by the New England Aquarium. This is the second time in 10 days that I have been impressed that a venue that is considered traditional and its marketing campaigns possibly boring went very non-traditional. I wrote about a museum doing cool street marketing in my June 21st post.
The shark video is part of a campaign by the New England Aquarium promoting their sharks & rays exhibit. The video is on Youtube http://www.youtube.com/watch?v=-qGOX9siUK4 and is getting hits. But more importantly, it is getting PR buzz on the news. Just the fact the I am writing about it and placed the link is part of the viral spread. This is what today’s marketing is all about. If museums and aquariums can think outside the box, then we all should be doing it.
“What Else Can We Do”?
Every year you are charged with running a charity event. It has done consistent business and the formula works. The first question you need to ask when planning begins is “what else can we do”? This was brought up tonight at my planning session for the benefit I chair for The Center for Arts in Natick (TCAN). Guess what, we came up with something new and exciting. We are working an on-line auction through our website that will coincide with the benefit. This is a new revenue source, using the new technology, and thinking outside our “event in a box”.