Social Experiences from SAM’s Andy Warhol Exhibit

I recently caught the Andy Warhol exhibit at the Seattle Art Museum. As expected, the exhibit included iconic images of Warhol’s Elvis Presley, Dennis Hopper and Edie Sedgwick. Very cool. Also interesting —  the Screen Tests — short black-and-white “screen test” portrait videos of Factory visitors. But what I didn’t expect was the invitation to create my very own Warholesque polaroid series. The 5-gallery exhibit concluded with a retro photobooth. And, the opportunity for me to share my photos as part of the exhibit. I was encouraged to “find myself” in the weekly photo snapshots at the Andy Warhol Photo Wall.

A simple idea but as the Facebook album showed it took 3 days, 187 screws, 360 ft. fishing line and 2,500 mini binder clips just to put the “photo bulletin” framework into place. It also didn’t account for sentimental visitors like myself who wouldn’t want to part with their photos…

But what this part of the exhibit did, especially with the fast-shoot photobooth, was capture the unexpected. (Totally worked for me… my first pic had my head cut off as I removed my jacket– so organic, right?) The photobooth addition was interactive, memorable and very Warhol. It also gave visitors a reason to “revisit” online to see if their pictures had been tagged and to see the wall grow with pics of fellow patrons.

So what lessons can we take for creating interactive experiences?

Give them their 15 minutes

This exhibit allowed people to broadcast their images and see themselves on display. With the Facebook album, they could share their pictures with friends and comment on their photos as well as the overall exhibit.

Take them “behind the scenes”

The Facebook album told the back story of this exhibit through pictures of the set up and the evolving picture wall. The deconstructed story was retold every time someone stepped in the photobooth. What stories can your organization tell about its people or brand… you know VH1 Behind the Music style? How can you let visitors be part of your story?

Start the conversation

Whether you’re a Warhol fan or not, this exhibit brings central questions about what is and what is not art to the surface. The variety of films, photos, paintings and photobooth series create a setting for conversation that is not only relevant to Andy Warhol — but to art museums around the world. They’ve also used social media to carry that conversation to their web site and Facebook page.

Want a taste of the exhibit? Check out one of The Screen Tests “Crying Girl.” And if you’re in the Seattle area, pay a visit to the exhibit — running until Sep. 6th.

Related posts:

1. Garnering Social Media Contributions
2. Questions Before You Go All Social…
3. The Art of Social Media
4. What’s Your Social Media Impact?
5. Power of the People through Social Media

Amanda Eyer is a brand strategist with atLarge, Inc., a digital advertising firm that’s guided online strategies for Ford, IMG Academies, J.D. Powers & Associates and more. She has a decade of interactive marketing experience and has worked with non-profits, start-ups and corporations to help them achieve their digital marketing goals.

Published by Amanda Eyer Comments:2 Comments
Published in Branding, Social Media Marketing