National Galleries
Create a viral buzz around one of Edinburgh's highest profile exhibitions.
From 4 August to 7 October 2007, The National Galleries of Scotland were host to the largest exhibition of Andy Warhol's work ever presented in Scotland.
Presenting a hugely diverse range of work, this exhibition took place twenty years after the death of Warhol, arguably one of the most prolific and contentious artists of the last century.
Spring created two supporting pieces of activity aimed at adding to the buzz around the exhibition and spreading the word further.
The Warholiser
Get your 15 seconds of fame with the Warholiser! By uploading a picture, users could manipulate their image to create their image in Warhol-style. When the masterpiece was finished, options included 'send to a friend as an e-card' and 'add to the gallery'. For obvious reasons, all gallery submissions were reviewed before posting live on the site...
QR Code and WAP site
A first for any arts organisation in the UK, Spring worked with the gallery team to create a QR code 6-sheet campaign and associated WAP site.
Warholiser
The Warholiser's use was extended to support some guerrilla activity at street level. 'Paparazzi' took pictures of members of the public whose shots were then Warholised and posted to a jumbo screen on the side of the Galleries.
Site traffic exceeded all expectations and it's still being used more than 12 months after the exhibition.
QR Code and WAP site
The campaign was experimental but generated enormous PR with Scotland on Sunday featuring the activity and blogs around the world picking it up and sharing it within 24 hours.
