Goal: Create hype around the first temporary exhibit at the Spy Museum
The plan: A full Bond social takeover, we went dark and then teased our audience by insinuating Bond In Motion before revealing the opening day of the exhibit. This owned social strategy was paired with a collaboration with the official @007 account as well as an influencer sneak peek the night before opening day.
The results: The first several weekends after opening sold out. Bond In Motion has driven significant revenue and outperformed the budget.
The Social Takeover
A teaser campaign to allow our spy-loving audience a chance to make some educated guesses. 😉
The Response
(spoiler alert: it was good)
Bond In Motion
The Official Announcement
After letting our audience simmer, we collaborated with the official @007 accounts to announce the new exhibition. We kept the copy short n’ sweet, letting the hero image of the Aston Martin Vanquish speak for itself.
Behind the Scenes
We announced in January, the Exhibit opens in March. How do we keep the hype? (while also keeping key stakeholders like EON and DHL happy)
Meet the Vehicles
We chose to let our digital audience experience the exhibit in bite-size pieces via the “Meet the Vehicles” series featuring social-first copy and shareable carousels
The Influencer Event
Because what’s a new Exhibit without a party?
My Mission: Throw an Instagrammable soirée on a budget.
I strategically invited an engaged group of diverse content creators and converted them to SPY fans for life.
This was the first influencer-focused event in SPY history, and my efforts reached over 2M people via UGC.
(and we just happened to sell out the first several weekends after opening 😉)
