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LAUNCHING THE PAK One of the most powerful things about partnering with Hipstamatic was that it came with an inbuilt network of 1.2 million users, many of whom actively shared their prints online. We wanted to turn this network of users into media for the GoodPak and, in turn, the Dalí Museum. We launched the Pak with an outreach to the Hipstamatic community on their website and Facebook page. We announced a competition in which users could upload their prints using the Pak to a competition page on the Hipstamatic site. The short list of 100 prints would be decided by the votes of the community, so we encouraged people to share and campaign for their prints. The final short list would be judged by John Waters, film director and Dalí fan, with the ten best being exhibited inside the museum when it launched and the winner flown in to enjoy the opening gala. Finally, we let the community know that all the prints would be projected onto the building during the museum’s launch party. They could literally be part of the new museum.
RESULTS The Dalí Museum opened its new building to a blaze of publicity and admissions that far surpassed expectations—they are three times what they were at the old building. 4 There are many more factors at play here than the GoodPak, but we believe this was a key driver of awareness and fame, and it contributed to a successful launch. We can, however, quantify the direct impact of the idea. During the course of its two-month life-span, the Dalí Museum GoodPak … • was purchased more than 80,000 times, directly generating more than $55,000 in new, additional revenue for the museum 5 • generated over 19,000 mentions in blogs, social networks and forums 6 • generated 2,834 photo submissions to the competition judged by John Waters 7 Furthermore, the idea, due to its inherently social nature, created media beyond simply the number of people who downloaded it. If we assume that half of those who downloaded and used the Pak shared a photo on Facebook (a very conservative assumption), and that each of those had, on average, 130 friends, 8 then we can assume that over five million people were exposed to a piece of communication about the new Dalí Museum. Finally, the idea has been awarded at numerous creative award shows, from the ANDYs to D&AD. While this may all sound like a creative pat on the back, its success in winning a Next award at the AICP show means we have been able to place a small piece of the Dalí Museum in the permanent collection of the MoMA—proof that being small, nimble and smart has allowed a relatively unknown museum in St. Petersburg to invade a much larger cultural institution. 4 Dalí Museum 7 "Channel your Inner Salvador" Hipstamatic Contest 5 Confidential Hipstamatic sales data 8 http://www.facebook.com/press/info.php?statistics 6 Social Mention
Page 1 and 2: HELPING PEOPLE SEE THE WORLD THROUG
Page 3 and 4: A LOCAL MUSEUM THAT DESERVED GREATE
Page 5 and 6: AN EXPERIENCE THAT COULD HELP US BU
Page 7: THE DALÍ MUSEUM GOODPAK The folks

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