Unreal
Real Estate
Meow Wolf
Role:
Multimedia Designer & Data Analyst
THAT partnered with Meow Wolf and created a multi-channel, phased launch campaign to tease and announce Meow Wolf’s fourth permanent experience, The Real Unreal, which opened to the public in June 2023 in Grapevine, Texas.
The campaign leveraged traditional media, digital media and surprise elements to attract an audience and highlight artist collaborators, building towards the opening date of June 2023.
The campaign leveraged traditional media, digital media and surprise elements to attract an audience and highlight artist collaborators, building towards the opening date of June 2023.
Social Audit
I started by web crawling data from the major social platforms Meow Wolf audiences engage with: Tik Tok, Instagram, and Reddit. By web crawling 1000+ datapoints from each platform , I try to understand: What means THE BEST EXPERIENCE AT MEOW WOLF.
I started by web crawling data from the major social platforms Meow Wolf audiences engage with: Tik Tok, Instagram, and Reddit. By web crawling 1000+ datapoints from each platform , I try to understand: What means THE BEST EXPERIENCE AT MEOW WOLF.
5 categoriess of trending
Tik Tok posts
：
Most Tags:
trippy, fun, weird, adventure, multiverse, psychedelic, cool, immersive, lights, duet, insane, halloween
- Location (31.7%)
- Specific Spots in Meow Wolf (21%)
- Description of the Experience(7.6%)
- Art (6%)
- Travel (5.1%)
Most Tags:
trippy, fun, weird, adventure, multiverse, psychedelic, cool, immersive, lights, duet, insane, halloween
5 categoriess of trending Instagram posts
：
Most Tags:
imagination, popculture, random, trippy, adventure, colorful, neon, happy, handmade, space, lights, alien, fun, thekickback
- Location (42.8%)
- Specific Spots in Meow Wolf (15.4%)
- Art (15%)
- Travel (10.9%)
- Description of the Experience(10.4%)
Most Tags:
imagination, popculture, random, trippy, adventure, colorful, neon, happy, handmade, space, lights, alien, fun, thekickback
While on Reddit, I try to understand the subjectives that people used to describe their experiences at Meow Wolf.
People think their Meow Wolf experiences are different and fun. Unlike Instagram and Tik Tok, of 800 top posts collected, only 2 Reddit posts mentioned “trippy”.
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People think their Meow Wolf experiences are different and fun. Unlike Instagram and Tik Tok, of 800 top posts collected, only 2 Reddit posts mentioned “trippy”.
Facial Emotion
Recognition
Recognition
Computer Vision is a portion of Artificial Intelligence that deals with visual data. With the advent use of machine learning and deep learning models, computer systems today can work with digital images and videos to understand and emotionally identify the characteristics of the video’s and image’s contents.
This analysis use FER library that detects facial expressions and analysis emotions in a photo and every frames of a video. And it will give us a broader sense of how are people’s emotional journeys with Meow Wolf.
Instagram users prefer to take more photos of cool objects in Meow Wolf. On the Meow Wolf photo wall, most people looks happy and excited.
But among Tik Tok users, the most welcome theme is people going through the portals. Compared to Instagram, Tik Tok users show much more diverse feelings in their posts: much more surprise, scared and even sad. The quality of the videos doesn’t matter as much as Instagram, scrappy but funny videos are welcomed
This analysis use FER library that detects facial expressions and analysis emotions in a photo and every frames of a video. And it will give us a broader sense of how are people’s emotional journeys with Meow Wolf.
Instagram users prefer to take more photos of cool objects in Meow Wolf. On the Meow Wolf photo wall, most people looks happy and excited.
But among Tik Tok users, the most welcome theme is people going through the portals. Compared to Instagram, Tik Tok users show much more diverse feelings in their posts: much more surprise, scared and even sad. The quality of the videos doesn’t matter as much as Instagram, scrappy but funny videos are welcomed
Strategy:
Meowtrics
We use the results to develop the Meowtrics to inform our campaign:
Belonging
Exploration
Energy/Emotion
Impact
Exploration
Energy/Emotion
Impact
Engagement
Meow Wolfiness
Choice
Test and Learn
Meow Wolfiness
Choice
Test and Learn
Platform
When trying to market a home, why not look to the experts of home marketing. Co-star of the show “Million Dollar Listing”, Talia McKinney is at the top of the real estate game. Which is why she’s branching out.
Her newest company “Unreal Estate” focuses on unique homes. Specifically homes that contain portals to another dimension. Like Grapevine.
We designed a multimedia experience to tackle the our core audience: Commuters, people Curious about Meow Wolf, and Counted people.
The design should align with the Meow Wolf brand guidlines while feel like it was designed in the early 2010s.
Her newest company “Unreal Estate” focuses on unique homes. Specifically homes that contain portals to another dimension. Like Grapevine.
We designed a multimedia experience to tackle the our core audience: Commuters, people Curious about Meow Wolf, and Counted people.
The design should align with the Meow Wolf brand guidlines while feel like it was designed in the early 2010s.
To tackle commuters, we also created a series of out door real eastate ads.
