The New Way Brands Will Reach Consumers: Instagram Museums
Pose. Snap. Post. There’s a rising trend going on and you’ve probably noticed it on your feeds: “Made-for-Instagram” pop-up experiences.
It isn’t the MoMA and it sure isn’t the Louvre. Yet thousands of people are lining up in cities around the world to check out the latest exhibits specifically designed for the selfie generation. Think vibrant color palettes, A+ lighting, and interactive props that make for a quality Insta post.
Some of these Instagram pop-ups solely focus on creating an experiential playground (think the Dream Machine) and others focus on immersive experiences that peak everyone’s interest, like candy, pizza or rosé wine. While some critics question if it’s actually art, big brands are catching on and are diving into the space.
Many of the exhibits you see in these “museums” are sponsored. In a recent article from Wired, writer Arielle Pardes takes note of it too:
The New York version of the Museum of Ice Cream was supported by 30 corporate sponsors, including Dove, Fox, and Dylan’s Candy Bar; in “Tinderland,” a room sponsored by Tinder, visitors could sit on a see-saw ice cream scoop or an ice cream sandwich swing and use an app to find their “true flavor match.” Seven of the 29 Rooms are sponsored by brands — including a runway sponsored by Aldo, where visitors can practice their model strut underneath an arch decorated with shoes.
At my most recent visit at The Museum of Pizza, I noticed Seamless, Hidden Valley Ranch and DiGiorno had branded experiences.
In addition to an Instagram worthy post, it’s safe to say more brands will continue this concept — creating campaigns that are immersive yet driven by social media, in efforts to forge a personal connection and boost brand loyalty with its consumers.
