Case Study: Exploratorium drives museum engagement with Mortar Advertising

The Exploratorium turns social behavior into a collector’s-item campaign with Mortar Advertising

The Exploratorium faced the challenge of making a science exhibit on social behavior personally relevant and interesting enough to trigger visits. To address this, vendor Mortar Advertising developed a marketing strategy that served as an extension of the exhibit experience itself.

Mortar Advertising's solution involved creating thought-provoking, guerrilla-style marketing materials, such as ads on MUNI trains posing questions about commuting etiquette and placing fake dog poop in public spaces to prompt ethical dilemmas. This innovative campaign generated significant attention, with the fake poop pieces becoming collector's items. The approach successfully translated the exhibit's theme into a public conversation, directly engaging the target audience.

The Exploratorium