"Blending at least two formidable pop-culture trends, cable channel Freeform will open a Mermaid Museum in Hollywood this month as a free, four-day glitter-bombed Instagram mecca...
There will be a “live” mermaid in a 48,000-gallon tank, giant clamshells, a massive “scale” wall (possibly made of sequins), a 360-degree “underwater” projection room with a siren call soundtrack, and optical illusions that will make visitors look like they’re floating in the ocean...
The Mermaid Museum, opening March 22 (influencers will get a sneak peek the night before), also taps into the ongoing interest in pop-up shops, which have become an advertising trope but still pack in the bodies, and reach well beyond their physical borders via social media, if they’re clever and unique.
Among the multiple photo opps and “activations,” Freeform’s stunt will re-create a mermaid memorabilia store, an important set piece from the series, which takes place in the fictional town of Bristol Cove. Storyline: Life there gets disrupted when a modern-day mermaid, believed to be a relic of the area’s past, emerges from the deep and goes on a rampage...
...features the mermaid character sprouting a spiky dorsal fin, lethal talons and razor-sharp teeth...
The museum, created with Popsugar, is part of a hefty marketing campaign for the drama that includes a massive digital and social media push, outdoor ads, TV trailers during genre shows like Riverdale and The Talking Dead, cross-promotion and custom content with a number of Disney divisions and a partnership with Pressed Juicery for a drink called Mermaid Fuel (it’s blue from the algae).
Freeform has also declared March 29 to be International Mermaid Day, finding a gap in the many already-existing mermaid holidays. “There was nothing worldwide,” Melton said.
The museum, a selfie heaven that Melton envisions as “a beautiful and eerie experience” that will “immerse people in mermaid mythology,” is prepping for at least 3,000 people. When it’s finished, its mermaid tank will be donated to TreePeople, an L.A. environmental nonprofit, and Freeform is also giving money to Heal the Bay “in celebration of sea creatures everywhere.”
“We want to capitalize on the love and passion that people have for mermaids,” Melton said of the series and the museum. “You can jump onto a trend and it may not be effective. But we have such a rare concept. We’re not trafficking in cheese.”"
- T. L. Stanley, ADWEEK
One quote from the article read:
“Mermaids are the new unicorns, vampires and zombies,” said Tricia Melton, Freeform’s svp of marketing, creative and branding. “They’re pervasive in the culture right now, and our audience—mostly millennials—has certainly embraced them.”
I am glad that many have noticed the heightened popularity that these mystical creatures have recently obtained. to be honest i don't get the hype over pastel painted unicorns and glittery mermaid tails. But, I do love the sinister (more realistic lets say) approaches to fairytale characters and myths.
And it seems like that's exactly what they are going for-
“The show turns the typical notion of a mermaid on its head,” Melton said. “We usually think of these creatures as fragile, hyper-sexualized victims. Ours is powerful and predatory. She will seriously mess you up.”
I think overall this is an amazing idea. Who wouldn't want to go to a creepy mermaid museum?
I want to see a real mermaid in a 10ft tank and see eerie historical documents on the killer mermaids that would lure sea-captains to their deaths. This is a genius attempt to lure the potential viewers in the same way. Through attraction. They speak about this event being something to instagram and post. Well that's the bait. Anything to do with instagram and social media exposure is a huge key to reach an audience (especially in LA) that want that 'perfect' shot for their blogs. An immersive experience is the kind of promotional event that I personally love. Being a part of an experience is something that people love, to be able to say "I was there" is something that people love. To place yourself in a brand, or even a story is a special experience as it lets you get to know the brand etc and then maybe have a wider understanding and interest in it. I feel like this exposure is good for brand attention. These events in particular show how creative and exciting a brand can be.
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