We are frequent travellers at Envolve. With Budapest, Melbourne, Mexico City and Madrid being just some of the destinations visited by the team this year.
As such, we are always on the lookout for interesting attractions, particularly if those attractions involve technology being used in an innovative way. We were pleasantly surprised to find out that the technology we enjoy the most (customer engagement platforms for marketing and customer service) is being used in really interesting ways in museums!
Whether it's finding out more about the exhibit you are currently looking at, engaging before and after your visit, or even playing a game. There are some really cool examples of our technology at work.
So here are some of our favourites:
Enhancing the Experience
The National Art Museum in Belarus created a bot that performs a simple task incredibly well. As you are looking at the exhibits in the museum you can ask the bot (naturally through Facebook Messenger) to provide more information for the item you are looking at.
Here is the concept video.
It was an instant hit with the media and its user base. With a total combined reach of over 3.7 billion people. (Facebook reach is the number of unique people who saw your content.)
It's a really intuitive way of getting more information about a particular object or art piece, as it uses a method of communication you always have with you, that is personal and is quick to respond.
It goes to show that using this technology for the simplest of things (such as more details) can generate interest in your museum and your exhibits. Not only from your visitors but from wider circles in the media.
But there can be other ways of keeping your visitors engaged..
Play while you visit
Sometimes something a little more interactive is the best way to keep your visitors engaged.
The House Museums of Milan is a group of 4 important historical homes in Milan. They wanted to motivate people to visit the four homes in a single visit, particularly younger people, so they looked into designing some kind of interactive experience.
So they created a chatbot game through Facebook Messenger. The chatbot invites the user to explore the four homes by hiding clues that lead to a surprise at the end. They also have to deal with a mysterious Renaissance magician (a real person from history) who is out to thwart them at every opportunity.
Like the Belarus bot, this had wide media coverage on all Italian major newspapers, with long features on La Stampa and Il Sole 24 Ore. and more than 90% of the students who used the bot praised the experience as “educational” and “fun”. The project has also attracted international interest, with invitations to present it at MuseumNext Tech in Berlin, ICOM Conference in London and Museums and the Web in Vancouver.
This kind of technology is really flexible, and can create all kinds of experiences. It can even provide a great experience when nowhere near the museum...
Engaging with your customers, home and away.
One of the major benefits of chatbot technology is the idea that your visitors (current and potential) can interact with your brand at any time, regardless of if they are in your museum, or sitting at home.
A great example of this is Anne Frank House in Amsterdam, who launched a Facebook Messenger bot that provides both information about the Anne Frank house but also more background information about Anne Frank and WWII.
It's a great way to extend the physical location museum outside it's many walls, providing information in a way that is much more engaging than just exploring a website.
The bot, is powered by deep learning AI, which means that the bot learns to understand consumer intent and context to predict and provide the 1-on-1 content, information or engagement users are seeking.
The bot offers different conversation paths, allowing the users to choose between knowing more about different sides of Anne Frank’s story in bite-sized pieces that make it easy to grasp, from her diary to the World War II context it was written in.
While the museum also allows visitors from the whole world to discover its on-site must-sees, it is also meant to educate users about the risks and effects of racism, during both world war II and today.
So there are a few examples of how chatbot technology is profoundly improving the visitor experience in museums.
The thing is, at Envolve, we can help you do just that.