Which revolutionary product launch strategy did the Imperial War Museum implement in 2019 that increased visitor engagement by 78% and won the Museum Innovation Award?

Military history museums face unique challenges in attracting visitors in the digital age. In 2019, one renowned military history institution launched a groundbreaking marketing campaign that combined augmented reality with historical artifacts, allowing visitors to 'experience' famous battles. This innovative product launch transformed how people engage with military history and set new standards for museum experiences worldwide.

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The 'Living History' AR application that overlaid battle animations on physical exhibits when viewed through smartphones
The 'Voices of Veterans' audio guide featuring real battlefield recordings and interviews with surviving soldiers
The 'Tactical Command' interactive exhibit where visitors could alter battle outcomes through strategic decisions
The 'Battlefield Correspondence' subscription service delivering replica wartime letters and documents to members monthly