Collect Story from The City, Online Mobile Marketing Campaign by Anne Frank House Museum, Amsterdam, Netherlands
Launched by Anne Frank House in May 2012, the month the Dutch commemorate Second World War victims and celebrate their liberation, the mobile app Anne’s Amsterdam let you to explore the history of Anne Frank and her contemporaries at thirty locations around Amsterdam, Netherlands.
Created as an effective way of giving Amsterdammers and visitors to the city a clear picture of its wartime history, the mobile app features stories, films and photos from the past at the same locations today. On and around the Merwedeplein square you can see the only moving images of Anne Frank, an interview with her neighbour and friend Hanneli Goslar and a photo of the Blankevoort bookshop where Anne bought her red checked diary. You can pick up the images and stories and collect them in a digital album on your mobile phone. The items you pick up are linked to the website Anne Frank’s Amsterdam, where you can find more information.
As part of the integrated strategy, the campaign is also promoted via a poster campaign in the city, where the German-born diarist lived for a decade before her deportation by the Nazis. The 6 months target of 12,000 downloads was achieved within 7 days. By end June 22,547 apps were downloaded by users from 84 different countries. 69% collected more than one item and 43% collected more than 5 items from the actual sites. Website visitors increased by 70.7%. Since then an average of 633 apps per week have been downloaded and this increases daily because Anne’s Amsterdam App is offered to all Anne Frank House visitors.
The Anne Frank House itself is one of Amsterdam’s most visited museums in Netherlands. The building where Anne Frank was in hiding symbolizes the history of both the persecution of the Jews and the Second World War. But how the war actually affected Amsterdam is known to only a few people.
Photos / Pictures / Images Gallery of Lesson Learned from Anne Frank House Museum Online Campaign, Amsterdam