Revamping Bloodsuckers:
A Strategic Marketing Transformation

Big Ideas to Elevate Engagement, Drive Revenue, and Broaden Appeal

This page outlines my proposed marketing strategy for revitalizing the Field Museum’s Bloodsuckers: Legends to Leeches exhibition. I focus on innovative, out-of-the-box ideas to enhance visitor engagement and drive success across key areas, with a special emphasis on improving the Blood Appétit campaign.

Why the Original Strategy Needed a Refresh

Identifying Key Challenges:

While Bloodsuckers had an intriguing premise, it faced several challenges:

  • Audience engagement was limited due to the niche appeal of blood-based foods.

  • The exhibition missed opportunities to create lasting connections and viral moments.

  • Interactivity and inclusivity were lacking in both the exhibition and its companion experiences, such as the Blood Appétit campaign.

Revamping Bloodsuckers: A Multi-Tiered Approach

Below is my proposed strategy to revitalize the exhibit, making it more immersive, inclusive, and interactive while driving engagement across all audience segments.

    • Family-Friendly Elements: Since bloodsucking creatures can seem scary or unappealing to some, I’d create an interactive scavenger hunt for children and families, turning it into an adventurous quest. For instance, “Can you find the sneaky vampire bat hiding in the exhibit?” Rewards like small bloodsucker-themed toys or certificates could enhance engagement.

    • Educational Workshops: Partner with schools and create workshops that allow students to learn about the evolutionary history and ecological roles of these creatures. Tailoring activities to educational curricula could increase field trip attendance.

    • Augmented Reality (AR) Experiences: Adding a tech-forward layer, like AR, would allow visitors to use their phones to “transform” into different bloodsuckers. For example, families could take selfies as vampire bats or leeches using AR filters. This encourages immediate social media sharing, amplifying word-of-mouth marketing and adding fun to the experience.

    • Escape Room Challenge: Integrating a “bloodsucker escape room” within the exhibit could engage visitors in solving puzzles related to the biology of bloodsuckers or vampire legends, making it a fun, interactive challenge for groups.

    • Halloween Crossover Events: Since Bloodsuckers aligns well with horror and Halloween themes, the exhibition could host after-hours Halloween events with themed parties, costume contests, and even pop-up horror movie screenings. Interactive evenings could include “hunt the vampire” or “escape the leeches” activities that capitalize on the time of year.

    • Live Performance: Bring in a live band to cover classics like "Monster Mash" and "Transylvania Twist". Have them perform live in the museum’s central hall, drawing horror fans and Halloween enthusiasts. I’d start the night with the performance and then lead guests into an immersive museum experience, blending pop culture with science.

    • Collaborations with Popular Vampire Media: I’d leverage partnerships with existing fanbases, like popular vampire franchises (e.g., AMC’s Interview with a Vampire, Twilight or Dracula), with special events or limited-time exhibitions exploring the science of vampires versus their Hollywood depiction. Guest speakers from popular vampire-themed media could draw crowds.

    • Interactive Theatrical Experience: Throughout the exhibit, actors could pose as vampire hunters or mythical creatures, creating moments of surprise and delight for guests. This could make the exhibit feel more like a live story that unfolds as visitors walk through.

    • Interactive Exhibits on Medical Uses: Create hands-on stations where visitors could “apply leeches” (simulated through touchscreens) for medical purposes and then see a mock-up of how leech therapy can help in healing. This would provide deeper insight into their real-world utility and history.

    • User-Generated Content Campaigns: Encourage visitors to share their own “bloodsucking creature” impressions on social media with a special hashtag like #FieldBloodsuckers for a chance to win exclusive museum prizes. This drives organic content creation and helps promote the exhibit beyond the museum walls.

    • Create a Viral Moment: Launch an attention-grabbing digital campaign, like a “Which Bloodsucker Are You?” quiz that users can take before visiting, prompting them to visit to find out more about “their” bloodsucking creature.

My strategy pivots toward creating a larger-than-life experience that caters to a wider audience through immersive interactivity, pop culture references, and strong social media tie-ins. By enhancing engagement across multiple touchpoints—tech, pop culture, and interactivity—I’d ensure the exhibit appeals not only to niche audiences but to families, tourists, and pop culture enthusiasts as well.

Revamping Blood Appétit

The Blood Appétit campaign had great potential, but its niche focus on blood-based dishes may have limited its reach. Here’s how I would have transformed it into a broader, more inclusive success:

  • Interactive Tastings and Workshops:

    Offer live cooking demos or workshops within the museum where visitors can make their own “blood-themed” snacks or learn about cultural food traditions involving blood.

    Partner with Chef Carmy from The Bear with “Bloody Beetroot Risotto” Workshop:

    Menu: A deep red beetroot risotto that gives the illusion of blood but tastes earthy and savory. The dish would be dramatic on the plate, with Carmy’s signature focus on precision and bold flavors.

    Interactive Tasting Stations: Set up “Taste the Bloodsucker World” stations where visitors can taste dishes inspired by global cultures. For instance, offer blood sausages from Europe, blood tofu from Asia, and blood pudding from the UK.

  • Bring the Experience Inside the Museum:

    Create a “Blood Appétit Bistro” pop-up within the museum for themed snacks and interactive tastings, so visitors can connect the food with the exhibit directly.

    Interactive Digital Menus: Use iPads at each table that let visitors “match” their bloodsucker profile (vampire bat, mosquito, leech) to their recommended menu item.

    Live Bloodsucker Chef: Have a chef in vampire costume giving “bloodsucking culinary tips” throughout the dining experience, offering quirky commentary that matches the exhibit’s theme.

  • Tie in Pop Culture:

    Leverage vampire-themed shows, books, and movies to create a pop-culture-meets-biology experience, with themed dishes inspired by well-known vampire franchises.

    After-Hours Event: Host a Vampire’s Ball on the Friday closest to Halloween, where visitors can come dressed as their favorite bloodsucking creatures (vampires, mosquitoes, etc.). Incorporate the Blood Appétit menu with vampire-themed dishes and host a contest for the best costume.

    Partnerships with Vampire Franchises: Collaborate with vampire-themed media like Buffy the Vampire Slayer or Twilight to host viewing parties or pop-up trivia nights inside the museum.

    Comic Book Tie-In: Partner with a graphic novelist, comic publisher and CPS students to create a limited-edition comic featuring the museum’s bloodsucking creatures. Offer it for sale exclusively at the event.

  • Amplify the Campaign Through Social Media:

    #BloodAppetitChallenge: Launch a challenge where visitors post photos of their creative takes on blood-inspired foods from the museum pop-up or from home. Encourage them to get creative with “vampire” or “bloodsucker”-themed dishes, and provide an incentive:

    Winners get a VIP “Night at the Museum” experience, including a private tour of the Bloodsuckers exhibit at night (with actors playing vampires or creatures lurking throughout the halls).

    Use Instagram and TikTok to showcase museum staff and influencers trying some of the blood-inspired dishes live.

    Interactive AR Filter: Create an Instagram filter where users can transform themselves into bloodsuckers, like mosquitoes or vampire bats. They can then share this image with a caption like "I’m a [creature]—what about you? Visit the Field Museum and find out!"

  • Expand the Menu:

    Vampire Cocktails: Offer a specialty drink menu featuring "blood-inspired" cocktails like the “Crimson Fang Margarita” or a “Dracula’s Delight”. I’d use edible fake fangs as cocktail garnishes for a fun, Instagram-worthy drink.

    Mocktail Options: Create kid-friendly versions like the “Little Vampire Lemonade” using fruit punch for a playful, blood-red effect.

    Blood Orange Desserts: Offer treats like blood orange sorbet or a “Vampire Bite” chocolate cupcake with a red fruit filling that oozes out when bitten, playing on the vampire theme.

    Special Edition Food Packaging: Present everything in coffin-shaped takeaway boxes or vial-shaped bottles to keep with the bloodsucker theme.

  • Inspiring the Next Generation with CPS & The Field Museum

    For this exhibit, I’d partner with Chicago Public Schools for an immersive comic workshop experience. Led by the museum’s artist-in-residence, who specializes in comic art, students on field trips will have the opportunity to learn the craft of storytelling through comics. Each student will create their own bloodsucker-themed adventure and enter a contest for the chance to have their comic featured in a special exhibit at the museum. The winning story will take center stage in a professionally illustrated comic, and also featured in the museum, bringing their vision to life!

  • Fright Bites: Cooking with a Twist

    I’d opt for a spook-tacular live cooking demonstration where our chef, dressed as a vampire or mad scientist, whips up eerie, “bloody” dishes in front of a live audience! From Bloody Handprint Meatloaf (complete with ketchup-based “blood”) to Dracula’s Red Velvet Cake oozing with raspberry syrup, this interactive segment brings creepy cuisine to life. Audience members can join the fun with mini chef kits, making their own versions at home.

    Partnership Idea: Collaborate with local morning TV shows like NBC Chicago Today or WGN Morning News to feature these quirky cooking demos leading up to Halloween, inviting viewers to cook along from home and share their creations on social media. This hands-on, engaging segment would be a hit with families and foodies alike!

  • Buffy’s Bite: Celebrity Cameo with Amber Benson for Blood Appétit

    I would leverage the platform Cameo to drive engagement for the Blood Appétit campaign by featuring celebrity cameos related to vampire and horror culture. One cost-effective idea is to collaborate with Amber Benson, former star of Buffy the Vampire Slayer. Amber could record a personalized message promoting the event, tapping into her fanbase and the nostalgia for the Buffyverse. She could encourage fans to attend the museum’s pop culture crossover night and enjoy the “bloody” themed dishes, aligning her message with the vampire theme of the exhibit. This affordable, fun approach would build excitement and reach a dedicated audience of horror and fantasy fans, boosting both attendance and social media engagement for Blood Appétit.

  • A Cinematic Exploration

    I’d partner with the Chicago International Film Festival to host a unique event titled “The Remarkable Life of Mosquitos: A Cinematic Exploration.” The idea is to showcase an exclusive premiere of a mosquito-focused documentary that delves into the fascinating biology, history, and myths surrounding these tiny creatures. After the screening, we’d have an interactive panel discussion led by experts from The Field Museum’s Bloodsuckers exhibit, who would dive deeper into the scientific and cultural impact of mosquitos. Attendees would also enjoy themed snacks from the Bloodsuckers Bistro, tying the film into the museum’s larger educational offerings.

    This partnership would not only bring film and science together but also create a fun and educational experience that highlights the amazing stories of these misunderstood creatures.