RIJKS SNAPGUIDE

ClientRIJKSMUSEUM
Category D01. Social for Mobile
TitleRIJKS SNAPGUIDE
Product/ServiceRIJKS SNAPGUIDE
Entrant MEDIAMONKS Amsterdam, THE NETHERLANDS
Idea Creation MAAK Amsterdam, THE NETHERLANDS
Idea Creation 2 MEDIAMONKS Amsterdam, THE NETHERLANDS
Idea Creation 3 RIJKSMUSEUM Amsterdam, THE NETHERLANDS
Production MEDIAMONKS Amsterdam, THE NETHERLANDS
Credits
Name Company Position
MAAK MAAK Creative Agency
Rijksmuseum Rijksmuseum Museum & PR
MediaMonks MediaMonks Creative Production Partner

The Campaign

To connect the mobile-first and social media savvy generation of today with 17th century art by using popular social media influencers. Using some of the Netherland’s most famous influencers, the idea was to engage youth in a fun and informal app that aims to educate teens on art history in a way that matches their digital-first behaviour and relates to their present day life experience.

Creative Execution

During the concept and production phase, the SnapGuide was tested on a pre-selected target audience that included students and teachers, with the feedback being overwhelmingly positive. The feedback was then incorporated into the app, which was launched in April 2017 at the Rijksmuseum Amsterdam as part of the education curriculum. Production for the SnapGuide began on the 1st of February 2017 and was finished on the 5th of April 2017, with the SnapGuide becoming a semi-permanent feature of the museum.

A national television appearance about the SnapGuide, combined with posts from the influencers helped build the hype around the innovative app. Since the launch in april 6500 tours were completed bij nearly 3900 students. This means students often completed the tour more than once, with different “tour guides”. An estimated 25% of unsupervised high school students uses SnapGuide while visiting Rijksmuseum. This exceeds the expectations, which were set at 10%.

SnapGuide stimulates learning by ditching lectures and books in favour of informal, interactive mobile tours. Through the app, young people are invited to follow their favourite stars and watch as they share their impression of the work from a personal view. Rembrandt’s Night Watch and Vermeer’s Milkmaid come to life when influencer Jiami, who boasts 200,000 followers on Youtube, examines fashion and lifestyle in the Golden Age, or Mertabi, who has 370,000 followers on Youtube, gives his view on power and wealth. Singer Ronnie Flex, whose following on Instagram is over 400,000, takes a different approach by tracing his personal ancestry through the Golden Age. SnapGuide also calls on users to act as content co-creators alongside the stars. Throughout each influencer’s journey, users are prompted to complete a series of short video challenges which can be saved and discussed in class and shared online with friends.