PANIC! At the Museum
For Panic! At the Disco’s latest album Pray for the Wicked, we created interactive museum experience leading up to the album release. The goal was to increase fan engagement and provide a fun experience for the band’s huge following.
To keep fans even more in the dark, we opened the museum with 10 interactive galleries complete with easter eggs and hidden messages. Each day users could return to unlock the next gallery.
Every field, error, and possible outcome were planned and tested in the wire-framing and prototyping phases.
Once the user solved the code, a special message from Panic! was sent to their email and submitted into a ticket contest. Other easter eggs include secret links in the footer in certain galleries, hidden videos, giveaways, and a custom trophy page.
Process
Research. Research. Research. of fans (users), museum websites, gallery experiences and more.
Create wishlist of features
Sketching
Wire-framing
Prototyping of the wire-frames
Plan user journey and flows
More research
Begin design process
Create high-fidelity prototype of a few galleries
Approval process and hallway testing
Edit and address feedback
Site build, QA and testing
Results
Over 1 million page views
Over 120k emails added to Panic!'s distribution list
An entire Reddit Channel devoted to the meaning of the museum
"Press"
Click here to view article
Digital Marketer: Tim Davideit
Designer: Caitlyn Burke
Dev Lead: Raj Budhram
Designer: Caitlyn Burke
Dev Lead: Raj Budhram
