Columbus Museum of Art’s #MobilePhotoNow was a large-scale participatory art project and Instagram exhibition highlighting the emerging art form of mobile photography, and the power of social media and smart phones as a means of creative expression and connection. Four photo challenges inspired by CMA’s renowned Photo League collection generated more than 45,000 Instagram submissions from 5,000 photographers across 89 countries. Through social media sharing and major international press coverage #MobilePhotoNow reached nearly 200 million people around the world. This presentation will examine how social media can be used to help build a global, creative community, connect people to art and each other, drive both online and onsite participation and engagement, and drive a multi-generational mix of new audiences to the museum.

1. #MobilePhotoNow Exhibition at
Columbus Museum of Art
Jennifer Poleon, Columbus Museum of Art
@ohiofoodlovers
Museum Computer Network Presentation, 11-6-15

2. #MobilePhotoNow Exhibition at Columbus Museum of Art
On view from February 6, 2015 – March 22, 2015
#MobilePhotoNow
was a large-
scale participatory art proje
ct and Instagram
exhibition highlighting the
emerging art form of mobi
le photography, and the po
wer of social media and s
mart phones as a means o
f creative expression and c
onnection.

3. #MobilePhotoNow Exhibition at Columbus Museum of Art
Included:
• 320 photos
• 240 photographers from
around the world
• Representing nearly 40
countries

4. Why We Did It
1. Championing, cultivating,
and celebrating creativity.

5. Why We Did It
2. Keep People Engaged
During Construction

6. Why We Did It
2. Keep People Engaged
During Construction

7. Why We Did It
3. Connect people to CMA
exhibitions and
collections and to each
other, and build on
success of our
Photo Hunts.

8. The Challenges and Partnership

9. The Challenges and Partnership

10. Results
Challenge Engagement Results
• 45,000 Instagram Submissions
• From 5,000 photographers
• In 89 countries

11. Results
Social Media Results
• Instagram reach of nearly 50 million people around the
world
• Instagram followers increased 40% + 200 % increase in
engagement
• Tweeted around the world reaching 55 million times

12. Results
Web results
• 25 percent of web audience came from outside the US (average is
normally 10 percent).
• More people visited the #MobilePhotoNow page than even the
home page during the challenges.
• Web site visitors reached an all-time high averaging 40,000 monthly
visitors

13. Results
Press
• Press coverage reached more
than 90 million people
• Featured in NYT, Newsweek
and dozens of international
news outlets
• Named one of “Coolest, Must
See Exhibits of 2015” by Brit
& Co

14. Italy Loves Mobile Photography

15. Multinational
• Breakdown of
89 participating countries
89 Countries
US
Brazil
Spain
UK
Canada
Other

16. Multigenerational

17. Multidepartmental Collaboration

18. Onsite Selfie Station

19. Connecting: Bodies in the Building

20. Celebrating Creativity
I'm a mother and an ex-pastry chef. For
years being creative in the kitchen was
enough but with the invention of the
iPhone, I discovered another outlet. Now I
am inspired by everything, particularly my
love of art history.

21. Thank You!
Jennifer Poleon, Columbus Museum of Art
jennifer.poleon@cmaohio.org
@ohiofoodlovers
Museum Computer Network Presentation, 11-6-15