Framing the Challenge:
Every holiday season, people get shopping on the brain. Especially in New York City. So how can an attraction like Ripley’s Believe it or Not! Times Square compete with the likes of Macy’s and the World’s Most Famous Christmas Tree?
Everyone loves talking about finding truly unique gifts this time of year, especially the media. If we could insert Ripley’s into that conversation we could generate a lot of buzz.
We decided to transform New York’s oddest museum into one of its hottest shopping destinations. Starting on Black Friday, for the first time ever, you could own a piece of the Ripley’s collection. From rare antiquities valued in the millions, to delightfully tacky stocking stuffers.
We decked the museum halls with over-sized price tags. Distributed fliers on the streets. Served daily deals via mobile. And shared a steady stream of bizarre gift hints on social media.
News of this once-in-a-lifetime opportunity spread like wildfire, generating a total of 198.6 million earned media impressions. And with ticket sales up 16%, Ripley’s attracted the kind of holiday crowds any big box retailer would envy. (Minus the fist fights.)