BrainGain worked with Cranbrook Art Museum to use online and social media to promote the North American debut of "Eero Saarinen: Shaping the Future," a retrospective of the famed architect's life and work, much of it based at/near Cranbrook Educational Community in Bloomfield Hills, Mich.

The objectives were to:
•  Increase awareness Cranbrook Art Museum and Educational Community
•  Drive traffic to CranbrookArtMuseum.com
•  Drive traffic to the video about exhibit produced by Issue Media Group

BrainGain created a three-tiered blogger outreach strategy in which we developed a social media news release, a targeted list of online media and bloggers covering arts/culture and architecture and design, and participated in ongoing online conversations about the designer.

Specific outreach included:
•  Social media news release distribution to more than 30 targeted online media contacts including
   Architect Online, Architecture Week, Slate, Dwell, Flavorpill, TrendHunter and PSFK.
•  Content/multimedia suggestions to more than 30 bloggers covering architecture/design including
   Archinect, BldgBlog, Archidose: A Daily Dose of Architecture, Richard Lacayo's Looking Around for
   Time Magazine, City of Sound, IdGrid, and IconEye. Arts/culture bloggers were also contacted in
   cities where the exhibit would proceed to including St. Louis, Washington D.C., Minneapolis, New
   York and Los Angeles.
•  Video links posted on 27 pop culture and video-sharing sites including Current TV, Google Video,
   Yahoo! Video, ClipShack, Revver, Metacafe, VideoBomb and VideoSift.

•  Blog posts about Saarinen with Cranbrook mentions spiked in the days following the release to
   bloggers.
•  Online articles and blog posts appeared on such sites as ArchitectureWeek.com, TrendHunter,
   PSFK, MillionaireNews, DesignBoom, Monoscope, and Idgrid.org.
•  Within one week, the video was viewed 457 times as a result of BrainGain's distribution.