MoMA
The Ask
The modern art museum, watched politely from behind the line. Make visitors participants. Turn looking into making.
Unconventional Wisdom
“We’re more than what’s on the walls. We’re what visitors make of it.”
The strategic turn that unlocked the program
Made
- “I went to MoMA and…” The participation experience: visitors became artists, and their cards became the exhibit.
- The digital platform Every card claimable online, shared through Facebook, and made part of MoMA’s permanent collection online.
- The loop Visitors’ impressions and creative reviews became the museum’s marketing: the best advertising anyone can get.
- The words on the street Out-of-home built literally from participants’ own words.
Exceptional Outcomes
Engagement detail
MoMA asked Makeable to turn looking into making. The engagement redesigned the museum experience around participation: visitors became artists, and participation became the exhibit. Then the experience became the advertising. What visitors made and said inside MoMA was turned into the museum’s marketing itself, as social content and out-of-home advertising built literally from participants’ own words. The campaign wasn’t about the experience; it was the experience. That loop, experience design that produces its own advertising, is what innovation consulting looks like with the public in the room. It drew on Makeable’s Experiences & Activations and Campaigns & Social practices together, part of the studio’s long history with New York’s cultural landmarks. When institutions ask how to stay essential to a generation raised on creation rather than consumption, this engagement is the studio’s answer.
Part of Makeable’s Experiences & Activations practice, New York.