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30th August 2013 Sara Lock

Resources by Kim Mitchell

Remarkable marketing campaigns from MoMA, New York

Discover inspiration for harnessing individual and team creativity in this transcript of Kim Mitchell's talk to AMA conference 2013 delegates.

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How to start a conversation with a mass audience

Starting in April 2011, the Museum of Modern Art in New York asked its visitors to fill in notecards  "I went to MoMA and ..." to describe their experiences of the museum. With the simple tools of cards, pencils and tape to stick the cards on to the museum's lobby wall, the project turned into the museum's longest-running campaign engaging with tens of thousands of MoMA visitors and appearing in print, digital and billboards. This case study sets out the process and outcomes of the campaign.

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