20th Century Fox needed a mobile solution to drive digital engagement with their big Christmas 2014 release ‘Night at the Museum: Secret of the Tomb’ and support marketing activity with their commercial partners the British Museum and Regent Street.
Redberry were asked to come up with a mobile app for Android and iOS based around Night at the Museum: Secret of the Tomb’s storyline of the dying Tablet of Ahkmenrah.
The app needed to engage users with the film’s characters and plot and also support opportunities for Fox’s commercial partners The British Museum and Regent Street by incorporating space for competitions and promotions.
Redberry identified a clear opportunity in the brief to use the latest mobile technology to create an immersive and unforgettable digital experience. We began looking at the idea of delivering a location-specific experience using GPS and iBeacon technology.
Just like the characters in Night at the Museum: Secret of the Tomb, users of the app are challenged with going on an adventure to save the dying Tablet of Ahkmenrah. This is done by locating and scanning each of the tablet’s nine symbols.
The symbols could be found on social media, print media (posters, adverts), around the British Museum and in selected locations along Regent Street as part of their Christmas light switch on event which 20th Century Fox were sponsoring.
Behind each symbol is a simple challenge which, if completed successfully, unlocks exclusive film content. Unlocking all of the symbols gives users the chance to enter an amazing competition to win a sleepover in the British Museum.
Content and offers within the app would vary and be unlocked depending on the user’s location, allowing us to deliver a bespoke experience for The British Museum and Regent Street.
- provided a focal point for the Regent Street Christmas light switch on, supported with outdoor media and in-store materials
- British Museum supported app through online and offline communications, including in the Great Hall and next to exhibits
- high levels of engagement with UK app, driving a 5% conversion rate for competition entry
- localised version delivered for Chile to support promotional partners Dunkin’ Donuts