The National Army Museum (NAM) in London is running an interactive and experimental marketing campaign across London this week to encourage new visitors to the museum.
#TankChallenge, which has been developed with advertising agency AKA, is a remote-control tank obstacle course that players navigate while racing each other to the finish line. The course features London landmarks such as Battersea Power Station and Tower Bridge, with the NAM situated at the end.
The aim of the campaign is to promote the museum as a destination during the school summer holidays and peak tourist season, said Adam Dunseath, the experiential director at AKA.
#TankChallenge, which has been developed with advertising agency AKA, is a remote-control tank obstacle course that players navigate while racing each other to the finish line. The course features London landmarks such as Battersea Power Station and Tower Bridge, with the NAM situated at the end.
A leader board encourages players to take selfies and share the experience on social media. Every person who takes part in the challenge receives a card that entitles them to a free prize at the museum shop.
Yes, yes we HAVE recreated (almost) all of London so that you can drive remote-controlled tanks through it. For free. In the middle of Victoria Station.
— National Army Museum (@NAM_London) July 22, 2019
You're welcome 😎#TANKCHALLENGE pic.twitter.com/zL0t6tO7t9
About 3,500 cards were distributed to participants during the first two days of the campaign, and these will be used to measure whether players are converted into visitors. The National Army Museum has already reported a positive uplift in footfall.
The aim of the campaign is to promote the museum as a destination during the school summer holidays and peak tourist season, said Adam Dunseath, the experiential director at AKA.
He added: “Experiential marketing presents new creative opportunities that can not only attract public attention but breathe new life into a brand. Putting interactivity, playfulness and a friendly dose of competition at the heart of this installation brings potential visitors closer to the NAM brand, generating positive memories – no matter your age.
"It’s the high level of engagement experiential marketing offers that delivers value in terms of both footfall and long-term brand affinity.”
The obstacle course has already spent two days at Victoria Station, and will be at Duke of York Square until 26 July. The course has been built to be used in different spaces in the museum as well as off-site.
