CASE STUDY:

MUSEUM OF ICE CREAM

museumoficecream.com / @museumoficecream

ABOUT THE COMPANY

Museum of Ice Cream transforms concepts and dreams into spaces that provoke imagination and creativity. MOIC is designed to be a culturally inclusive environment and community, inspiring human connection and imagination through the universal power of ice cream. Museum of Ice Cream is a Figure8 brand.

EFFORTS

Ahead of Museum of Ice Cream’s Chicago opening, SIX4 Creative was retained to handle media relations, strategize launch efforts, and lead ongoing public relations and influencer outreach for the new location. We created numerous press releases, planned exclusive coverage, and developed a strategy for distributing information and imagery to appropriate editors, producers, and social media influencers. To introduce the location, SIX4 Creative welcomed local media and influencers to the property for a sneak preview to film segments, capture photography, and interview leadership. Upon opening, we continued to secure broadcast opportunities, radio interviews, and influencers visits to maintain press momentum and increase ticket sales. Together with the team at Museum of Ice Cream and Figure8, we worked to share company initiatives, events, promotions, and programming to garner ongoing coverage, inspire ticket sales, and further spread brand awareness. Soon after we began our work on the Chicago opening, SIX4 Creative was also retained to lead public relations efforts in Austin and New York City.

RESULTS

As a result of our work, Museum of Ice Cream’s Chicago grand opening was covered by every major local outlet, creating massive buzz that led to sold-out tickets and over 1.5 million in sales in the first two months. The grand opening was covered extensively and garnered more than 175 media mentions, producing over 750 million media impressions. Additionally, select influencers invited to preview Museum of Ice Cream produced more than 345 mentions on social media, totaling over 19 million impressions in under 24 hours. Museum of Ice Cream’s Chicago expansion was covered by every top tier print and digital media outlet in the city including Block Club (“Museum Of Ice Cream Opening On Mag Mile — And It’ll Have A ‘Sprinkle Pool’), Time Out Chicago (“The Museum of Ice Cream is headed to Michigan Avenue”), Chicago Tribune (“Museum of Ice Cream opens this summer in Chicago on Michigan Avenue”), CS/Modern Luxury (“The Museum of Ice Cram Opens on The Mag Mile This Summer”), Chicago Sun-Times (“New Chicago museum brings your inner child out to play — and enjoy some ice cream, too”), Chicago Magazine (“The Museum of Ice Cream Goes Chicago-Style”), and more. As a result of our sneak preview, Museum of Ice Cream representatives were interviewed by every local broadcast outlet, including segments via FOX32 (“Meet Chicago's version of Willy Wonka. He's the CEO of the city's new Museum of Ice Cream”), WGN TV (“Around Town - Museum of Ice Cream” + “The Museum of Ice Cream opens in Chicago”), Telemundo (“El Museo del Helado abre en Chicago este fin de semana”), NBC5 (“Check Out the Museum of Ice Cream in Magnificent Mile's Tribune Tower”), and others. After wrapping the opening, SIX4 Creative continued to lead and build press momentum in Chicago, and was retained to lead all public relations initiatives and influencer efforts for Museum of Ice Cream’s New York City and Austin locations.