Between June 23 and September 25, 2011, the Schirn Kunsthalle Frankfurt (a leading German art museum) hosted an exhibition with the title �Secret Societies�. The intention was to send all those on the Schirn email list a standalone message to promote the new exhibition. Given the secret societies theme, the promotion featured an animated image with a secret message that self-destructed ten seconds after the email was opened.
The core focus of the email was a poster featuring the exhibition�s details. The animation included a countdown from 10 to 0, after which the poster caught fire and burnt from the center outwards to eventually leave just a few charred flakes as evidence of its existence. Any subscriber wishing for more information just had to click on the remains of the poster or a link to reach a landing page displaying the �secret� details of the exhibition.
The aim was to generate interest in the exhibition (and subsequently raise visitor numbers) by using an attention-grabbing animated image reflecting the exhibition�s theme. After all, what could possibly incite more interest than access to information whose short lifespan implies an unparalleled level of exclusivity and secrecy?
