The LA County Museum of Art Blended Generational Interests with Snapchat
Riley von Niessen — October 26, 2016 — Marketing
References: lacma.org & fastcocreate
When it comes to younger generations, many museums are struggling to capture their attention -- however the LA County Museum of Art has proven successful in doing so by implementing a rather unusual campaign.
In order to do so, the LA County Museum of Art encouraged its visitors to interact with the classical works of art it had on display by using Snapchat. Composing the idea through a partnership with Disney, which will occur as a bi-monthly event, the museum took two days to lens pieces that would tell a condensed version of the story -- quoting its most recognized lines and using the drawing tool that's included within the app to transform the works to its liking.
In addition to appearing on the LA County Museum of Art's Snapchat account, @LACMA, the humorous retelling was shown on the @OhMyDisney account as well -- resulting in over 30,000 views and 2,000 shareable screenshots on Disney's alone. Through this campaign, the two help to increase Millennial and Generation Z participation by connecting to them through a medium they frequently use -- exposing what it has to offer while framing it way that makes it more accessible to them.
In order to do so, the LA County Museum of Art encouraged its visitors to interact with the classical works of art it had on display by using Snapchat. Composing the idea through a partnership with Disney, which will occur as a bi-monthly event, the museum took two days to lens pieces that would tell a condensed version of the story -- quoting its most recognized lines and using the drawing tool that's included within the app to transform the works to its liking.
In addition to appearing on the LA County Museum of Art's Snapchat account, @LACMA, the humorous retelling was shown on the @OhMyDisney account as well -- resulting in over 30,000 views and 2,000 shareable screenshots on Disney's alone. Through this campaign, the two help to increase Millennial and Generation Z participation by connecting to them through a medium they frequently use -- exposing what it has to offer while framing it way that makes it more accessible to them.
Trend Themes
1. Interactive Museum Campaigns - Many museums are starting to implement creative and interactive social media campaigns like LA County Museum of Art's Snapchat partnership to engage with younger generations and bring attention to their exhibits.
2. Collaborative Brand Partnerships - LA County Museum of Art's partnership with Disney to implement a bi-monthly Snapchat campaign shows the potential for collaborative brand partnerships to attract younger audiences to various industries.
3. Virtual Tour Experiences - The use of technology in museums and galleries to create virtual tour experiences is a growing trend and could be further enhanced by incorporating social media platforms like Snapchat to stay relevant with younger generations.
Industry Implications
1. Art and Culture - Museums, galleries, and art institutions can utilize social media and technology to reach out to younger generations and create interactive experiences that enhance the traditional exhibition-style experience.
2. Entertainment - Collaborations between entertainment and cultural institutions like LA County Museum of Art and Disney provide opportunities to attract new audiences and cross-promote each other's offerings through social media campaigns.
3. Technology - Incorporating social media platforms like Snapchat into virtual tour experiences for cultural institutions is a disruptive innovation opportunity for the technology industry to enhance and reshape the way people interact with and learn about art.
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