The Museum of Science used a multi-channel approach to promote the National Geographic film Pandas: The Journey Home. The campaign combined a broad marketing campaign of regional radio, TV, and press outreach with targeted outreach to niche audiences.
The main promotional push surrounded the appearances of museum employees in a giant panda suit from National Geographic. These were scheduled for high traffic areas of Boston, including Chinatown and the area surrounding Fenway Park before a Red Sox game. The Museum employees in the panda suit were accompanied by two non-costumed employees to hand out rack cards and talk about the film to passerby. While the panda suit was out in the city, the Museum ran a simultaneous “tweet to enter to win” contest around finding the panda in Boston and tweeting pictures of the panda with #findthepanda.
View the #findthepanda results on Twitter
