Wake Me Up Before You Gogh Gogh

Fans of impressionist painter Vincent Van Gogh are in for the ultimate immersive experience. In a clever marketing campaign, the Art Institute of Chicago has teamed up with Airbnb to create a life-sized, physical version of Van Gogh’s Bedrooms. For only $10 a night, guests can stay in the room and take part in this once-in-a-lifetime experience, complete with tickets to the full exhibit.

van-gogh-bedroom-01-1200x471

The marketing implications of this event are profound. Buzz around this event reached multiple news sites and spread large amounts of positive word-of-mouth for both Airbnb and the museum.

When the exhibit first opened, the first month of reservations sold out in 5 minutes. Excited guests staying in the room flooded social media with positive feedback and garnered both brands high positive social metrics. In just a few weeks, the Art Institute was one of the top trending hashtags on Twitter.

dans-ta-pub-van-gogh-air-bnb-museum-location-768x506By using their logo in Van Gogh’s name in the exhibit logo, Airbnb creatively put their stamp on the project.

On the financial side, setting up the exhibit cost about $31,000 and saw a return of $6 million in earned media. It quickly became the highest attended exhibit at the museum in over 15 years, showing how 2 completely different brands can collaborate and create an effective marketing campaign.

 

 

 

Advertisements

One thought on “Wake Me Up Before You Gogh Gogh

  1. This is so cool!! I’ve always been a fan of Van Gogh’s art, and it’s so awesome that you could “live in one of his paintings” for only $10 a night! Chicago is my favorite city and I visit it very frequently, so I might have to look into that the next time I’m there!

    Like

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s