The Art Institute of Chicago

The Art Institute of Chicago


What Do a Painted Lady, Guerilla Marketing and The Art Institute of Chicago Have in Common? A Lot!

By bringing Roy Lichtenstein paintings to life outside the museum, All Terrain’s “I Dot Lichtenstein” campaign increases visits to the exhibit by 131% of their projected goal.

Overview
It’s not often you’re approached on the street by a woman covered head to toe in polka dots. Even if you have had this sort of experience, that woman likely had little in common with fine art or experiential marketing. That is, unless you had the chance to snap a photo with The Lichtenstein Street Team.

All Terrain specializes in creating memorable experiences that captivate consumers’ attention and engage them far longer than the typical billboard advertisement or TV spot. With their one-of-a-kind street team and “I Dot Lichtenstein” campaign, All Terrain got in front of the right audience and created an engaging experience that translated into more tickets purchased. Thanks to the fresh, fun approach to art, Art Institute of Chicago saw higher admission to “Roy Lichtenstein: A Retrospective Exhibit.”

Insight
When The Art Institute of Chicago opened “Roy Lichtenstein: A Retrospective Exhibit,” their goal was to increase admissions to 200,000 visitors over the course of the three-month exhibit. To accomplish that goal, the museum wanted to pique the interest of those who didn’t regularly attend the museum. The Art Institute and Spark Communications came to All Terrain seeking a clever, yet authentic way to reach young professionals, empty nesters and the LGBT community.

Since the campaign was targeted solely at Chicagoans, All Terrain concepted and executed a hyperlocal street team campaign that truly brought the essence of Lichtenstein’s artwork to life and invited consumers to interact with art in a non-traditional, non-stuffy way.

Strategy
The Lichtenstein Street Team appeared at events where they could interact with a high volume of the exhibit’s target audience. At street festivals such as Randolph Street Market Festival, Wicker Park Fest and the Green Market Festival as well as music events like Lollapalooza, the street team came armed with the perfect recipe for generating interest in the exhibit.

With a model painted and dressed to look like one of the iconic Lichenstein pointillism protagonists and an Art Institute-branded frame, the team approached people on the street asking if they wanted to pose for a photo. The team also gave out “I Dot Lichtenstein” pins and info about exhibit.

Outcome
Since the street team offered a fun, memorable approach to learning about art, people were more than happy to engage with the street team, to snap photos and to get more info about the exhibit. By targeting consumers at high-impact street events and festivals, The Lichtenstein Street Team excelled at captivating the attention of consumers who typically didn’t go to the Art Institute — and ultimately converted them to museum goers.

Furthermore, the campaign was chosen as a finalist for the Chief Marketer | Pro Awards in the category of Best Use of Event or Guerilla Marketing.

Results
Total events: 36
Consumer impressions: 120,000
Premiums distributed: 80,000
Attendance percentage of goal: 131%