Download - Jay Chiat Awards

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