Wake The Town
Gear Seven/Arc Studios/Shift
Contemplative Reptile
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MARC USA Scavenger Hunt for Andy Warhol MuseumEmbed With Credits



More than 150 specially-designed books will be hidden throughout the city of Pittsburgh over the next two months. When discovered, each book invites the finder to return it to The Andy Warhol Museum to learn the rest of the story. Every book is unique, but they are all part of a special experience to create awareness about The Warhol’s new exhibition Warhol By the Book. When all of the books are returned to their designated places on a large bookshelf in The Warhol’s entrance space, they will complete the image of one of Andy Warhol’s many works in the medium of books featured in the exhibition. The book finders will each receive two free admission passes to The Warhol, a discount at The Warhol Store and be eligible to receive a special gift from the museum. Clues to the location of each book will be revealed through The Warhol’s social media accounts, including Facebook and Twitter. There is also a website dedicated to the book hunt, which will provide clues and track each book as it is found. Book finders are invited to post photos of their discoveries using #warholbookhunt. The photos will be aggregated onto the website. The Book Hunt was created by MARC USA, The Andy Warhol Museum’s advertising agency. Michele Fabrizi, MARC USA President and CEO and Chair of The Andy Warhol Museum Board, explains the idea behind the campaign. “Our goal is to help people understand that each visit to The Warhol offers a brand new experience. The Warhol’s By the Book exhibition is great proof. It provides a surprising look into Andy Warhol’s creativity and his ideas about art through works that defy and question the common notion of what a book can be.” Fabrizi added, “We wanted to create a surprising and exciting experience for Pittsburghers that parallels their sense of discovery every time they visit The Warhol. Even those Pittsburghers who don’t find books can join in the fun by following the hunt on social media and on the website.” In addition to the books hidden in notable Pittsburgh landmarks, a number of restaurants, cultural attractions, and universities are partnering with The Warhol to have books available on-site on a first-come, first-find basis. Partners are listed on the Book Hunt website.
The Marketing Standard, 7 years ago