To better promote free admission for people under the age of 25, Museum of Contemporary Art San Diego asked for a simple print-ad and landing-page refresh of its “Feed The Greedy Organ” campaign (created by i.d.e.a. in 2007). Instead we delivered a buzz-building, social-network-powered contest that filled a MCASD gallery with the best work from San Diego’s next breed of contemporary artists, and got a new cross-section of the public excited about the brand.
People didn’t know MCASD offers free admission to anyone under 25 years old.
The “Feed Your Greedy Organ” campaign gives artistic, under-25 folks a personal stake in the MCASD brand. Centered on the iconic eyeball—the greediest of organs—we put together a “Get Famous” grassroots contest promoting the museum’s all-you-can-eat buffet of contemporary art. Wild-postings, out of home, flyers and an epic social media push inspired young adults to create and enter their original eyeball art. The public voted on their favorites, the top 25 were put on display at the museum, and the most popular work was featured in a UT San Diego ad. The winner also got a one-year MCASD membership and $200 art-store gift card.
The competition will now be an annual San Diego event. i.d.e.a. inspired a community of art lovers, artists and their families to share the contest with their networks. We created an entire gallery exhibition with just a quarter of the artwork received and attracted hundreds of attendees to the premiere.
4,237 online votes 1.7 million Twitter impressions 167,896 Facebook impressions 100 pieces of original artwork 1 Get Famous Winner
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