How MoMA integrates mobile into the communications mix to engage audiences

How MoMA integrates mobile into the communications mix to engage audiences

By Allegra Burnette


A keynote speech describing MoMA’s progress with mobile technology, from audio guides to integrated and sophisticated apps on multiple platforms, and now QR codes. Arts marketers can learn from the experience of a leading museum, what audiences like, what they don’t like, and what has driven increased visitor engagement. Also what the benefits have been , for internal and external advocacy.

In the autumn of 2010 we launched an iPhone app, an Android app, a mobile version of the website and an iPad app. We started with the iPhone app and wanted this and the Android version to be our base mobile app.

It has a calendar of events and exhibitions and visiting information including the ability to buy tickets. The audio programme was ported over from the previous wifi project as well as access to the complete online collection which includes 40,000 works of art.

Bringing all this together in this app format goes beyond the standard tour programme format. We also added MoMA snaps so that people could take pictures including the art and the label next to it. For a long time, we didn’t allow photography but now we do – though only in the collections. MoMA snaps is location based so if you are in the museum it brands it as MoMA and so you can send it as an e-card or something similar.

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Apps Digital Mobile Museum Museums
Resource type: Case studies | Published: 2013