Contemporary art can inspire, surprise, empower, challenge and make us think. But often these emotions are internalised and not expressed.
What if visitors were able to express how artworks make them feel – and find out how others reacted too – using the universal language of emojis? We could create a new layer of audience engagement as well as generate data, data that could be used to reach new audiences and give them compelling reasons to enter the museum.
It’s what we – MCA Australia – have set out to achieve with Your Feelings Welcome, a new and distinctive brand campaign at the collision of digital and physical museum experience.
Using the mca.art webApp on their device, the Museum invited visitors to express their feelings for artworks from the permanent exhibition in a fun and accessible way.
This has allowed to increase the number of users, engagement and time spent in the museum in a COVID environment.