ARTCLIXHigh Museum of Art, Atlanta

Julia Forbes & Nicole Cromartie

Concept

Meeting in Atlanta –July 2010GOAL: In an effort to connect with a younger audience, we began exploring ways that technology might serve as an interpretive tool within our galleries. Experts we invited to brainstorm with us:•Bruce Wyman, Director of Creative Development, Second Story Interactive Studios•Nancy Proctor, Chief of Mobile Strategy, Smithsonian Institution •Ed Price, Director, Interactive Media Technology Center, GA Tech •Brian Jones, Research Engineer, Interactive Media Technology Center, GA Tech•Christopher Klaus, Founder/CEO Kaneva •Beth Harris, Director of Digital Learning, MoMA

Approach #1: Bookmarking

Approach #2: Questions and Answers

Approach #3: Understanding and breaking down exhibit

External team

Core Internal Team

Education/Interpretation Marketing/Social Media Registrar/Image Rights Curatorial Graphics/Design

Project formally kicked off in December 2010 with opening of October 7, 2011

Goals

Intrigue and engage younger audiences Encourage conversations about the artwork

between visitors and the staff of the High Museum of Art.

Create an experience that allows visitors to share their pictures and thoughts via social media

Make use of social media and increase the profile of the High Museum of Art on social media platforms

Leverage the natural/desired interactions of users; create an experience that seemed magical

Measurables

Track individual downloads Number of postcards sent Number of postcards viewed Track if High’s Facebook and Twitter

followers increases uncharacteristically during run of exhibition

Our goal is that10% of visitors are ArtClix users

ArtClicks, Cliques, Clix!

ArtClix functions

ArtClix PIN in gallery

ArtClix functions

ArtClix functions

ArtClix functions

Social Technologies Participation Statistics

0%

10%

20%

30%

40%

50%

60%

70%

80%

Creators (produce content, upload videos, write blogs)Critics (submit reviews, rate content, comment on social media sites)Collectors (organize links and content)Joiners (maintain accounts on social network sites)Spectators (read blogs, watch YouTube, visit social sites)Inactives (don’t visit social sites)

Creators Critics Collectors Joiners Spectators Inactives

**adults over 18 in U.S. as of August 2009

Topline Findings October 2011

ArtClix functions

Admin tool

Admin tool

Admin tool

Challenges

Challenges

Testing, populating Community

Results

Results

Reviews

“Remember when you weren’t allowed to take photos in museums? Well now the High wants you to! Simply download the High’s new free ArtClix app, then take a photo of a piece of art at the exhibit. ArtClix will give you more detailed information, and you’ll be able to share your thoughts with other users.”

AtlantaBoy.com, October 28, 2011

“As you walk through the exhibit, you're actually encouraged to use your phone to photograph the work. Use ArtClix to snap a picture of Pablo Picasso's “Girl before a Mirror” and you'll be taken to a page with more information about this 1932 painting. You can also use the app to share your comments about the piece or see what other people have said about it.”

Atlanta Metromix, October 21, 2011

“...New for this exhibit is an application called ArtClix for the High's “tech savvy members” that allows smart phone users to take pictures of the artwork and get more information, including the audio files that normally are an extra cost. When was the last time anyone was encouraged to take a photo in a museum? Normally, that behavior brings a polite tap, or more, from security.”

Atlanta Business Chronicle, Lisa R. Schoolcraft, October 7, 2011

http://www.high.org/moma.aspx#/Picasso-to-Warhol/artclix

http://www.secondstory.com/portfolio/works/artclix