Title	THE DIGITAL WEEKEND OF THE MUSEUMS
Brand	FACEBOOK
Product/Service	MUSEUMS IN GERMANY
Category	B03. Real-time Response
Entrant	PHILIPP UND KEUNTJE Hamburg, GERMANY
Idea Creation	PHILIPP UND KEUNTJE Hamburg, GERMANY
Additional Company	FISCHERAPPELT Hamburg, GERMANY

Name	Company	Position
Diether Kerner	Philipp und Keuntje	Chief Creative Officer
Robert Müller	Philipp und Keuntje	Chief Creative Officer
Moritz Raulfs	Philipp und Keuntje	Creative Director
Nicolas Klein	Philipp und Keuntje	Creative Director
Ralf Bierhenke	Philipp und Keuntje	Senior Art Director
Julian Rader	Philipp und Keuntje	Senior Copywriter
Eva-Christin Putz	Philipp und Keuntje	Executive Client Service Director
Sarah-Lee Tschimmel	fischerAppelt relations	Account Director
Anja Fricke	fischerAppelt relations	Account Manager
Pia Luffler	fischerAppelt relations	Junior Consultant
Eugenia Lagemann	fischerAppelt relations	Managing Director
Gero Breloer	-	Production
Fred Wagner	-	Production
Iveta Rysava	-	Production

Why is this work relevant for PR?

The Digital Weekend of the Museums sent a positive signal to the public and all museums in Germany. While others were still in shock, we were looking forward. Without spreading fears, only offering hope – without any reports of death, illness, etc. – but with culturally valuable entertainment and a powerful message: "Things are moving forward".

Background

Germany. April 2020. Nothing runs anymore. Total lockdown. While everyone is facing an unprecedented task, Germany's museums are facing nothingness. No visitors. No admission fees. No prospect for the future. How can Facebook help keep museum doors open for visitors – even during the lockdown? And most importantly – how do we give our museums the hope that their mission will carry on despite all obstacles?

Describe the creative idea (20% of vote)

With an interactive live museum experience like nothing ever seen before. The Digital Weekend of the Museums. Thanks to Facebook Live and our tour guides, we brought visitors back to the museum – more intimately, in more depth and with greater exclusivity than would have ever been possible during regular museum visits.

Describe the PR strategy (30% of vote)

Art lovers, sports enthusiasts, or simply just curious. It didn't matter. All of Germany got its money's worth. And completely free of charge. Without tickets, without waiting lines and without having to leave the house.

Describe the PR execution (20% of vote)

For two days, we invited people to ten completely different museums from all over Germany – right during the traditionally busy Easter weekend. Visitors were able to participate live in several very personal experiences and interactive museum tours where they could ask questions, peek behind the scenes and experience the exhibitions as close and as undisturbed as never before.

List the results (30% of vote)

The result was overwhelming. Both for people and museums. In one weekend, the tour guides were able to guide over 190,000 visitors through Germany's exhibitions. Despite Corona and the Lockdown. All in all, we reached more than 1,6 million people with The Digital Weekend of the Museums and generated a media value of €138 million. But above all, we accomplished one thing. And this is the most important. We have given all museums in Germany hope that their legacy will carry on.