• 288,000+ Unique Web Visitors

  • 100,000+ Views on YouTube

  • 25% Growth on MSI's Facebook Page

  • 1,100 Media Stories with 460 Million Audience Impressions

If it weren’t for this past month, it might have been many more years before my husband and I returned to MSI, and our young children would have missed out. Now we’re members and our children are begging to know when we can go back!
— Rachel, via Facebook



The Museum of Science and Industry (MSI), Chicago was in the midst of a historic $205 million capital campaign to renovate a significant portion of its interior space with new, permanent exhibits and had rolled out a new brand identity.

To showcase the ambitious changes and introduce its new identity, MSI needed a high-impact program that was as innovative as the museum to inspire and excite its visitors.



The winner of an international competition would live inside MSI for 30 days, experience the museum from every vantage point, and share the experience with the world through traditional and social media.

It would be the adventure of a lifetime.


The call for applicants captured the imagination of people around the world, resulting in more than 1,500 entries from all seven continents.

(yes, even Antarctica).



Thousands cast their vote to help select the winner.



And the world followed along on her month-long adventure


The campaign resulted in more than 1,100 media hits and
460 million audience impressions.


Attendance grew by double digits over the previous year in the months following the campaign.

59 percent of guests were aware of the campaign prior to their visit.

Many cited it as the reason they came.


Millions were inspired by the program and MSI’s bold, transformative science experiences.

The campaign was so successful MSI brought it back for a second year.



Contest strategy and timeline

Entry submission and requirements

Candidate evaluations and interviews

Legal considerations

Media outreach, messaging

Social media integration

Complex logistics (We’re talking multiple meetings about showers and bathrooms)