Viking sites in Denmark enrich kids’ museum experience
Joining a quest with a great Viking warrior, Thorsten Wolf Eye, is one of the many interactive IVR and SMS-enabled experiences that four Viking sites in Northern Jutland, Denmark, is successfully using to capture the imagination of children and young people - always a demanding audience.
The challenge
Four Viking sites that were very important locations during the Viking Age (750-1050) are located in North Jutland: Lindholm Høje, Aggersborg, Sebbersund and Fyrkat. Nordjyllands Historiske Museum (North Jutland Historical Museum) wanted to create a new way to communicate stories from the Viking Age to children and young people.
Since kids are a challenging museum audience, it was decided that the best approach to reach this group was to use communication based on their own media - the mobile phone. The concept also had to link the four major Viking sites together (the distances between the sites varies from 25 to 60 km). The project is called “Vikingeruten” (The Viking Trail) and is created in collaboration between four parties: Nordjyllands Historiske Museum, ApEx (Center for applied experience economy), BlissArt and MORE.
The solution
At each of the four Viking attractions, there is a story and a quest that relates to the site and guides the visitor around the site. The story and the quest are an autonomous and closed unit, but they are connected with the other three Viking attractions. The players are encouraged to try all four Viking quests in the region, which are built around IVR calls and SMS messages.
For example, if the player is placed on Lindholm Høje and texts VIKING LIND to 1231 he shortly thereafter receives a call from the Viking Thorsten Wolf Eye. Wolf Eye is the son of a chieftain from Lindholm Høje and King Harald Bluetooth’s very best warrior. Thorsten can look into the future but needs help from the player to solve a number of tasks ordered by Harald Bluetooth. Through the game Wolf Eye asks questions about what he sees and guides the player around on the site. He tests the player’s knowledge of the Viking Age through SMS quests.
When the player has completed the quest he can receive a Viking diploma in his e-mail. He only has to send his e-mail address through SMS. In addition, the player is also automatically included in a competition to win a day as an archaeologist.
The guests on Lindholm Høje can also download cool Viking wallpaper and a ringtone in the Bluetooth zone at the museum.
The results
These four quests enrich the experience of the Viking attractions in North Jutland. They provide Nordjyllands Historiske Museum with a new and participatory way of conveying knowledge to the target audience that communicates the story to them on their preferred medium. The four quests is linked and encourages the player to visit the other sites and experience more than just one Viking site while helping Wolf Eye on his quests to please Harald Bluetooth.
About Nordjyllands Historiske Museum
Nordjyllands Historiske Museum is an independent cultural institution, working in archeology, preservation and recording of cultural objects and exhibition of them. The museum covers most of North Jutland with nine different branches across the region.
Listen to the story on how Thorsten got his nickname “Wolf Eye” (only in Danish).
SMS LIND START to 1231 if you want to experience the SMS quest at Lindholm Høje (only Danish subscribers).
Want to know more about The Viking Trail, please contact:
Jan Kyhnau, Creative Director, MORE Denmark, +45 2216 9700
Fact: Viking sites in Denmark enrich kids’ museum experience
- Customers:
- Nordjyllands Historiske Museum
- Industry:
- Tourism
- Country:
- Denmark
- Year:
- 2009
- Concepts:
- IVR, SMS
- Accompanying media:
- Email, Bluetooth
Other cases
-
Festbook - Find your Facebook friends
Every year in week 40 The Danish National Board of Health focuses on alcohol consumption. This year their campaign “Stop before 5” created by the advertising agency TBWA spoke directly to the 16-25-year-olds using social media including a mobile application developed by MORE.
The challenge
The campaign goal was to get young people to drink less [...] » Read more -
Mobile internet as a part of Twilight DVD-release
How Egmont and Nordisk Film presented information and media via the mobile for 400 dedicated fans on a DVD release party.
The challenge
Prior to the official DVD-launch of the vampire blockbuster Twilight, the Norwegian distributor Nordisk Film/Egmont invited almost 400 dedicated fans to a special Twilight release party on Rockefeller Music Hall. To use mobile [...] » Read more -
I’m hunting You!
What did Telenor do when they wanted to reach 2 600 sales people, located in 977 different stores, and learn them more about Telenors different products?
The challenge
The distribution network for Telenors services range from telecom specialists to consumer electronic stores, and the competition is fierce among brands in these stores. The sales force in [...] » Read more -
Book launch via the mobile - success for Gängkrig 145
How to make young men buy books? That was the challenge that MORE had when Bonnierförlaget Wahlström & Widstrand was going to launch Jens Lapidus book Gängkrig 145, a graphic novel that probably would attract the target group. The answer is easy - you reach them via their most personal communication device - the mobile [...] » Read more
-
Bring it alive, IT conference at your fingertips
Many of the delegates, exhibitors and co-organizers at an annual IT conference in Denmark signed up for mobile services that gave them the news, entertainment and other information they needed to get the biggest bang out of the conference.
The challenge
IT- & Telestyrelsen (The National IT and Telecom Agency) wanted to integrate a number of mobile [...] » Read more -
Hold the popcorn, BioBluetooth now in CinemaxX
Imagine targeting 33,000 people a week with targeted messages every week. That’s exactly what CinemaxX is enabling advertisers to do in its three theatres in Denmark. Using a combination of interactive Bluetooth technology, on-site advertising with backlit posters and other promotion concepts, advertisers are successfully reaching new audiences.
The challenge
Dansk Reklame Film wanted to offer advertisers [...] » Read more -
Mobile reminder to boost Lapponia-events
By using sms-invitations Lapponia House, a Finnish house manufacturer boosted participation at their events.
The challenge
Lapponia organizes events regularly on their own exhibition areas and they wanted to make sure the events would gather a good crowd of potential house buyers. With print ads they reached large crowds but Lapponia was looking for a solution that [...] » Read more -
The power of knowledge, take a picture of your future
In the increasingly competitive business of attracting and retaining students, Aalborg University deployed an usual concept that utilized QR tags and message decoding that appealed to more technically minded students.
The challenge
Aalborg University wanted to raise its profile among new students – in particular students with educating an interest in technology because of the university’s significant [...] » Read more -
No pain, SMS reminders improve immunization coverage
By utilizing SMS to remind patients of the three injections required during a six-month period, both a week before the scheduled injection and the day of, CRF Inc. was able to ensure patients fulfill their vaccination schedule and receive proper immunization against specific diseases.
The challenge
CRF Inc. and More Mobile Relations offer vaccination reminder services for [...] » Read more -
Conquering the tourism market, VisitDenmark wins converts at LEGOLAND Windsor
Longboats and Viking warriors were not the only thrills of the new Land of the Vikings at LEGOLAND Windsor during a recent campaign. Visitors were also invited to participate in a competition using mobile phones to name the origins of the Vikings and a chance to win a holiday in Denmark.
The challenge
During the 2008 season [...] » Read more -
The best and the brightest, Danske Bank recruits graduates through mobile campaign
Attracting future leaders of your organization demands a less traditional, more innovative approach that appeals to today’s young graduates. Dansk Bank solved this with a two-punch solution – Bluetooth and a mobile portal – that successfully drove recruitment to their mobile graduate program.
The challenge
Along with other Danish companies, Danske Bank is competing to attract qualified [...] » Read more -
Riding the youth wave, Quiksilver stokes the loyalty program
Choosing the right channel is often the most effective way to recruit new members. Quiksilver, a clothing, accessories and related products company with an active lifestye and board riding heritage, has a strong appeal to a youth market most likely to use mobile phones in new ways.MORE’s solution to combine the web, SMS and mobile [...] » Read more
-
Much more than fizz: Pepsi pops open mobile marketing campaign
Tie-ins, joint branding with other power brands and artists and in-store point-of-sales promotions using the mobile channel have been some of the ways Pepsi has raised impulse buying and strengthened its brand over the years. » Read more
-
You’re hired! Cross-media job search nets qualified applications
Utilizing a well orchestrated combination of print advertising, SMS, MMS and email, More Mobile Relations was able to recruit qualified candidates. The “walk-the-talk” approach worked wonders. » Read more
-
A rumor spreads: Festis “whispering” campaign hits it big
Bucking traditional advertising approaches, Festis launched an innovative multiple mobile marketing campaign that invited people to forward a “secret” message and mobile coupon to their friends. » Read more
-
At your fingertips: Helsinki mobile city guide
A hub for people and businesses, the City of Helsinki’s online information site provides information for visitors and residents on everything from cultural events to bus schedules. » Read more
-
Beautifying the brand: Maybelline draws thousands of product ambassadors
In a brand-building campaign launched through a print ad in Cosmopolitan and supported by an SMS competition, Maybelline was able to attract more than 10,000 people to participate in the competition, plus 1,569 who opted to receive more information and develop closer ties as potential Maybelline ambassadors. » Read more
-
Casting a line! North Sea Oceanarium reels them in
Taking an aquatic experience and putting into one’s pocket sounds unlikely. But that’s exactly what the North Sea Oceanarium in northern Jutland is doing with its new mobile phone campaign. » Read more
-
Goal! World’s biggest Bluetooth installation strikes at Everton Football Club
With a captive audience of some 40,000 fans every time their team plays at the home field, the Everton FC seized on an unparalleled opportunity to enrich their fans experience at matches and build loyalty. » Read more
-
UNLOAD THE BAGGAGE! Mobile marketing lightens up the Cannes Lions festival
Delegates to the biggest creative communications convention on the French Riviera are subject to intensive information overload. But this year, a slew of more personalized mobile communications approaches from organizers helped delegates cut through the usual buzz and lighten their burdens. » Read more