Madame Tussauds Goes Digital in Times Square


Outside Madame Tussauds in Times Square, New York, an attention-capturing 13-foot by 12-foot screen projects videos of the interactions that passersby, who may have an outdated perception of the wax museum, can experience. Once inside, a successful interactive digital solution encourages guests to post “dynamic selfies” to social media.

Nominating Company: Scala, Malvern, Pennsylvania
Venue: Madame Tussauds New York, New York, New York
Project: Digital screen in Times Square and interactive digital solution inside museum
Category: Event Venues & Hospitality

Madame Tussauds Times Square, a celebrity wax figure museum located in the tourist-heavy center of New York City, wanted to grab the attention of the many potential visitors walking by, around 330,000 on average daily. With heavy tourism competition in the city, Madame Tussauds took advantage of their location to create a unique digital experience outside the entertainment center. A 13-foot by 12-foot display screen draws the attention of passersby by showing videos of the fun interactions waiting inside.

Additionally, the museum wanted to encourage visitors to interact with the figures and launched a social media campaign, controlled as part of the content management system, for visitors to tag themselves using #MTSelfie in photos with the figures.

The museum’s busy location and popularity, which are generally two huge positives, were creating difficulties with the project. Madame Tussauds needed to remain fully operational during the screen install, and with so much foot traffic around the physical location of the screen on the outside of the museum, the installation would prove to be obtrusive to potential visitors. Additionally, Madame Tussauds has been in operation for hundreds of years, and guests may have an outdated perception of the fun waiting inside.

Madame Tussauds installed a digital screen in Times Square to entice passersbySOLUTIONS
Production and installation of the NanoLumens digital display was completely done during off hours. Actors were hired to create realistic videos of interactions with the wax figures to give the content displayed on the outdoor screen a polished look and feel. With the installation itself being such a large-scale undertaking and taking place outside the museum on a very busy street, it was important to not only install and test the hardware overnight, but to do so quickly and cleanly. The screen was installed from 10 p.m. to 6 a.m. in only a few days’ time.

Madame Tussauds accomplished their singular goal of creating an engaging promotional experience. By bringing the excitement inside the museum to the outside – displaying to the thousands of passersby videos of the interactions and fun – they vastly increased brand awareness and presented an updated, modern feel to potential visitors.

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