The Art Detective



The Art Detective

The Insight:
Festival of Arts is California's premier open fine art show and Pageant of the Masters is a theatrical performance where art comes to life. The 2014 pageant theme was "The Art Detective," which highlighted some of the most famous art heists in history and revealed the mystery and intrigue created by the immense value of the world's most famous works of art.

The Strategy:
Launched a campaign that encouraged users to follow the Art Detective on social media @FestivalPageant as he tries to solve famous art heists in history. Social media followers had the chance to enter daily for 30 days by answering riddles and trivia questions related to art history and heists, and also earn extra points by sharing the Art Detective's posts. Each post contained a fun riddle and included a picture of the Art Detective uncovering impressive historic art heists. The last post led to a heist on the Festival grounds, pointing to one of the Festival's presenting artists "stealing" a Vermeer painting. Results were tracked through a unique hashtag  #FestivalHeist

The Results:

  • Gained new exposure by launching official Instagram account
  • Increased Facebook Likes and Twitter Followers
  • Increased qualified email subscribers
  • Increased attendance at Pageant of the Masters and Festival of Arts

Post Example:


“Thanks you so much for all the PR and creative support !!!  We’ve worked with JUVE for over 15 years!"

Sharbie Higuchi, Marketing/Public Relations/Merchandise Director

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