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Peabody Essex Museum Uses Interactive Transit Advertising to Drive Exhibition Engagement

Peabody Essex Museum Uses Interactive Transit Advertising to Drive Exhibition Engagement

Peabody Essex Museum Uses Interactive Transit Advertising to Drive Exhibition Engagement

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This case study explains how the Peabody Essex Museum used interactive digital advertising to reach tourists traveling from Boston to Salem during the Halloween season. Liveboards at North Station invited commuters to scan a QR code and choose among an accused witch, a magician, or an animal. Each selection instantly changed both the user’s phone experience and the digital display, directing participants toward a relevant museum exhibition. Mobile pages then provided additional information and ticket-purchase options. The QRad-powered campaign generated more than 4,200 QR code scans and over 1,600 secondary clicks after the initial choice. By turning a transit advertisement into a responsive experience, the museum captured attention during peak tourism season and connected physical media d

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