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HUMILITY As a typically arrogant ad agency, we presented the idea to the client, who immediately fell in love with it and didn’t blink when we said, “Don’t worry, we’ll make the app and get it up for distribution on the iTunes App Store.” We then regained control of our senses. A huge number of apps available in the iTunes App Store are never downloaded. Of those that are, 26% are downloaded, used once and then never used again. 3 Failure is pretty much the norm. If we were to be successful, we had to be humble and plan for partnership, not just product or communications. In the summer of 2010, the most popular photo-editing app was Hipstamatic. It had been downloaded 1.2 million times, and there was an active community sharing their Hipstamatic “prints” online. We approached the founders of Hipstamatic to see if they would be willing to partner with us. Serendipity struck. The founders had studied fine art, were huge lovers of Dalí and Surrealism and were keen to give back to the art community. We developed something bigger than we would have been able to pull off alone. 3 http://techcrunch.com/2011/03/15/mobile-app-users-are-both-fickle-and-loyal-study/
THE DALÍ MUSEUM GOODPAK The folks at Hipstamatic loved the idea of helping people see the everyday world through the eyes of Dalí enough to agree to donate their production time for free. This, by itself, was a huge deal, as we had removed our production—not just media—costs. But this was just the beginning. Together, we created the “Dalí Museum GoodPak.” This was a photo-editing “lens” that used the idea of “startling juxtapositions” that lay at the core of the “Surrealist Manifesto” and then “printed” this image with a painterly effect. The Pak would be on sale to Hipstamatic users in their in-app store for a limited time—i.e., the two months leading up to the launch of the new museum building on January 1, 2011. By making the product perishable, we hoped to drive not just downloads, but newsworthiness. But perhaps the most important piece of the partnership was that Hipstamatic agreed to donate all their revenue from sales to the museum, so we not only had reduced costs to zero, but also had created a potential new revenue stream for the museum. The museum would receive $0.70 every time someone downloaded their piece of communication.
Page 1 and 2: HELPING PEOPLE SEE THE WORLD THROUG
Page 3 and 4: A LOCAL MUSEUM THAT DESERVED GREATE
Page 5: AN EXPERIENCE THAT COULD HELP US BU
Page 9: RESULTS The Dalí Museum opened its

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