Case Study: Yayoi Kusama at The High Museum of Art Atlanta

Case Study: Yayoi Kusama at The High Museum of Art Atlanta

Urban Enterprises + High Museum of Art

Atlanta Street Team: Yayoi Kusama Infinity Mirrors Exhibit

Objective & Goals:

Create a fun way to engage and educate potential attendees to the timed pre-sale ticketing experience.

Coordinate a “Kusama Krew” street team and design the activation to reflect the artist’s exhibit.

With such a famous artist of this magnitude, and exhibition wrapping it’s national tour, promotion with the intent of attendance and awareness was never the primary goal.

Solutions:

Kusama Krew Street Team

Over the course of 8 weeks we activated a team of Brand Ambassadors with informational flyers and retro viewfinders to provide a “sneak peek” of Kusama’s famous immersive rooms.

We named this team the “Kusama Krew” and dressed Brand Ambassadors in outfits inspired by the artist’s signature look. They attended various events throughout Atlanta and the metro area and generated a great buzz. Most importantly, this initiative allowed for real-time engagement with a city-wide campaign.

Metrics:

Street Team Efforts

Collectively the street teams and event tables distributed roughly 30,000 informational flyers!

Distribution Efforts

As a part of the campaign, Urban Enterprises distributed over 18,000 flyers and 360 posters to 600 businesses in the in-town and metro neighborhoods of Atlanta!

Yayoi Kusama Infinity Mirrors Exhibit at Atlanta High Museum of Art
Atlanta Street Teams

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