Our latest edition of word of mouth wizardry comes in the form of this flash mob, storytelling bit of artist-based promotion from the Netherlands.
Now, it so happens that one of my favorite works of art of all time is Rembrandt’s “The Night Watch,” so it had personal relevance for me.
Here we have an art museum recognizing that they need to play (and win) the game of ‘being remarkable’ in an attention economy.
So, instead of the traditional approach of posters and ads in a paper, they bring something that is two-dimensional (a painting) and potentially out of touch for many (a work of art from 350 years ago), and create a piece of living art. The result tells a story, makes the audience part of that story, and connects people emotionally to the painting.
That emotional connection sits at the core of great WOM… if you feel it, you’re more likely to share it and remember it.
So, when the average Dutchman is thinking, “What should we do this weekend?” the answer of “visit the art museum” has entered the conversation.