What it had to solve
Encourage kids and parents to make the most of summer free time at the museum, by matching the daily rhythm of the season instead of running one static ad.
How it works
From Memorial Day through the Sunday of Labor Day weekend, a new unique piece of creative with its own copy replaced the previous one every single day, living across three channels: social, out-of-home and digital display.
What it did
No measured results are given; the mechanic made the museum feel as fresh and daily as the summer itself, with 98 distinct reasons to keep looking.
Background
As a kid, you probably remember the excitement of the start of summer and the seemingly never-ending series of Saturdays laid out before you. To help kids and parents make the most of their summer free time, the Museum of Science, Boston launched '98 Days of Summer' with independent agency Allen & Gerritsen, encouraging families to visit the museum and learn more about the world around them.
Running from Memorial Day through the Sunday of Labor Day weekend, each day of the campaign featured a new piece of creative with unique copy — 98 unique pieces of content, replaced every day — across social, out-of-home and digital display. The idea behind the campaign: there is 'so much science, so little summer'.
LBB reported the campaign on 27 May 2022, right at the start of the run. No attendance or engagement results are given in the report.
Why it lands
The daily replacement gives commuters and feeds a reason to check back, like a summer advent calendar.
Ninety-eight unique executions dramatise the museum's depth — there is always more science.
Bounding the campaign to the exact summer window makes the message expire with the season, which is the point.
What you can take
Counting the days of a season turns a media schedule into the idea itself — the calendar does the creative rotation, and scarcity does the remembering.
Since then
LBB reported the launch on 27 May 2022 as the campaign began its Memorial Day-to-Labor Day run. The report gives no attendance figures.
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