Tate

Overview

The brief

Lead agency Thoughtful brought us in to plan and deliver the mobile elements of a campaign for Tate Liverpool which encouraged audiences to engage with art in new ways.

Our approach

We created a Tate-branded mobile destination which hosted exclusive video content around the ‘Colour Chart: Reinventing Colour, 1950 to Today’ exhibition.

What we did

Technology

We encoded video into multiple mobile formats for distribution via our mobile platform, Mobrool. This meant that content was optimised to over 4,000 different handset types, maximising reach and ensuring the best experience for each user.

Gallery: click to see full size images

The results

Response

This was the first time Tate Liverpool had used mobile in a campaign and seeing real-time data on consumers downloading content has encouraged them to explore new ways to interact with visitors.

Best bits

The concept of ‘souvenir content’ to take art out of the gallery and onto people's handsets!

Client feedback

'Thanks to digital darlings Que Pasa who worked with us on delivering the video content using their Mobrool platform… you'd be hard pressed to find a more creative, flexible and friendly team.'

Thoughtful's blog, 28 June 2009.