The museum launched a small video game that achieved engagement by using an obsolete technology in the distribution of games: radio waves.

We inserted a 2kb game into the ad, compatible with the legendary ZX Spectrum, which had a distinctive noise when it uploaded games: the sound of the code that was recorded on the cassette tapes that stored the games. By recording those 16 seconds of sound on a cassette,the game could be played on any version of the Spectrum, and using any recording app,it could also be played on the campaign website, which took the form of an 80s video game. When playing it, the gamers discovered a discount for their ticket to the museum. Another game hosted on the website,a Museum Guide,contained an offer hid in Easter eggs. The museum created a permanent installation,turning a 24/7 short-range FM broadcast into a game experience to attract the public.

Everything began on March 1st with a press conference with media coverage from the three countries where the campaign was to be launched. The choice of the markets was logical (as the three places with most visitors to Berlin) but also strategic, as English and Spanish would be able to connect with dozens of countries. The campaign began with visibility in the shape of news stories both in the gaming sector and in the general news. Simultaneously, we launched the radio ads, the prints and the posters. Influencers in the markets where we were investing started to receive cassettes with the games and publish the news on their networks. To conclude the campaign, the museum created a permanent installation, turning a short-range FM broadcast into a game to attract the public who wanted to discover the history of video games explained in the campaign.

The campaign reached an audience of 28 million, not just in Europe but also Latin America— another region that loved the ZX Spectrum in the 80s — and across the world.

History Worth Playing generated more than 700.000 euros in earned media.

Access to the museum website increased by 50% at the end of the campaign.

90% of the 120 cassettes we sent out (to journalists, bloggers & social media influencers) became news.