Mullin Automotive Museum Pandemic Shift
In March 2020, California’s “Safer at Home” orders forced the Mullin Automotive Museum to close its doors temporarily, posing the challenge of creating excitement around a museum with no in-person or media visitors. Additionally, the online and digital presentation of the museum was lacking, requiring updated branding and modernization of functionality.
Mullin Automotive Museum
Type of Work
Social Media Management
01 /The Project
Update & Expand
the Digital Experience
As Agency of Record for the Mullin Automotive Museum, Kahn Media handles all of the public relations campaigns and messaging surrounding the museum. In 2020, the Mullin had to shift to a digital approach with a larger emphasis on its social media presence in response to the Safer at Home orders put in place in response to the pandemic. This pivot put the Mullin at the forefront, as it became one of the first museum’s in the country to have a strong digital presence.
With a tight timeline, Kahn Media took on the challenge of revamping their website appearance and functionality while curating, distributing and promoting digital content through social media.
02 / The Tactic
To keep the Mullin Automotive Museum in the news cycle, Kahn Media helped bring the museum to the public virtually. Each week, the team took viewers on a themed, docent-led tour, announced with a press release and media alert delivered to relevant media contacts. Kahn Media continued to promote the live streams with further media reminders, as well as Instagram posts and Stories.
To maximize lasting impact, Kahn Media focused on a produced video series called “Under the Hood” that premiered weekly on the Mullin YouTube channel and remained permanently in the public view.
To prepare for the museum’s reopening, the Kahn Media team worked to develop a new website that featured internal e-commerce, an online archive of the museum’s collection, an easy-to-navigate and mobile-friendly layout, and a welcoming tone applied cohesively across all segments of the site’s design.
Premiere a Virtual Experience
Took the museum
to the audience virtually
Deeper dive content
and updated website
Maintained and extended
the museum’s audience
03 / The Results
The Mullin Automotive Museum Instagram channel followers have increased more than 18 percent to 12,218, while engagements have totaled 35,547. Since the debut of the “Under the Hood” series, the Mullin YouTube channel garnered 18,863 views, more than 1,300 hours watched, and 487 new subscribers.
This pivot to digital also helped secure media coverage in top automotive outlets like Hagerty, Autoweek, Automobile, Forbes and The Wall Street Journal.
Since it launched in August 2020, the site has garnered 10,827 unique visitors from countries including the United States, Canada, United Kingdom, Italy, Australia, Netherlands, Brazil, Sweden, France, and Kuwait. a. Maintained and extended the museum’s audience
About the client:
The Mullin Automotive Museum is one of the greatest collections of French automobiles, art and hand-crafted furniture from the Art Deco era. The museum also features a recreation of a pre-WWII Le Mans racetrack pit complete with a variety of restored French Grand Prix race cars. The collection is known for housing several “Best of the Best” and “Best of Show” Concours champions.
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