Case Study: Experience Abu Dhabi brings a T. rex to life with Ogilvy's AI-ncient influencer strategy

Experience Abu Dhabi launches the 67-million-year-old T. rex influencer with Ogilvy

Experience Abu Dhabi, the tourism authority for the emirate, faced the challenge of generating excitement for the launch of the new Natural History Museum Abu Dhabi. Their key asset was a 67-million-year-old Tyrannosaurus rex fossil, and they needed to transform this ancient exhibit into a compelling modern attraction to engage a contemporary online audience. They partnered with the vendor Ogilvy to develop a strategy.

Ogilvy developed an innovative solution by transforming the T. rex into the world's first "AI-ncient influencer." Using social listening to craft a witty personality, Ogilvy created a digital character that engaged audiences with popular memes and trends. This strategy successfully positioned the fossil as a living, breathing digital creator on social media, generating significant buzz for the museum's launch.

Experience Abu Dhabi