— P. T. Barnum
Glade, Land O'Lakes, Hulu and Dove are among the brands offering customers "immersive experiences" via brand museums, Kristina Monllos reports in Adweek.
- Glade's Museum of Feelings, which drew over 56,000 customers last fall in New York, "gave the world a whole new way to look at Glade," according to the company's CMO.
- Land O'Lakes' WinField Crop Adventure at Fair Oaks Farms in Indiana teaches customers about agriculture—brand-reinforcing because Land O'Lakes is a farmer-owned company.
- Hulu's exhibitions of exact replicas of the Seinfeld apartment in New York and Los Angeles promoted the addition of the show to the company's streaming service.
- Dove's Museum of Ice Cream in New York offers customers not only displays of frozen treats, but hundreds of "Instagrammable moments," according the museum's social media director.
Social media is.
"With the ubiquity of social, I think it makes sense to do museum pop-ups now more than ever," says Marie Chan, senior director of employee engagement at branding firm Siegel + Gale.