High Museum of Art - Smilebooth Printer

Photography project initiated in order to bring visitors inside the museum after viewing the free outdoor installation, Mi Casa Your Casa.

When a museum provides a free interactive art installation outside of it's doors, how do we get them inside to enjoy the rest of the museum for a fee?

This was the question presented to me as we worked to decide how to provide an open and free space for all, but an incentive to come in, pay admission, and view the rest of our collection.

The Solution

Working with the Atlanta team at Smilebooth we created and executed our own digital photo printer that utilized the hashtag for the Mi Casa, Your Casa installation. When the visitor used the hashtag #MiCasaYourCasa on instagram or twitter, they would receive a polaroid printout of their image along with a $3 discount encouraging a return visit in order to drive attendance to the rest of the museums permanent collection and special exhibitions. The hashtag generated over 3,000 tags and print-outs for guests to take home with them. Due to the printers popularity and success, the marketing team decided to bring this initiative back for the second installation of the piazza activation project.