In the wake of the hype surrounding WALL-E, the new Pixar film starring a lonely robot, the Science Museum decided to tap into the current 'robot fever' by staging a public event on 'emotional' robots.
- To increase visitor numbers to the museum over the summer holidays
- To raise the profile of the Antenna gallery and position the Science Museum as a venue for cutting-edge technology.
Strategy and plan
There were two main robots, the Heart Robot, which reacts emotionally to being scared or cuddled, and the IC Hexapod robot, which tracks people's faces and takes a photo if someone holds its gaze.
A preview photo of the IC Hexapod robot outside the museum was shown in the Evening Standard the day before launch.
Measurement and evaluation
The campaign generated more than 200 news pieces on BBC Radio 4 Today Programme, BBC Radio Five Live, ITV News, Richard & Judy and Good Morning America. It also featured in an Independent column comparing the Heart Robot to Gordon Brown's reaction to David Miliband.
Visitor numbers to the Antenna gallery went up, as did press enquiries about the Emotibots event.