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Send Me SFMOMA

Anyone in the US can text the number 572-51 with a word or emoji and get back an artwork.

Experience @ SFMOMA | 2017


In a world oversaturated with information, we asked ourselves: how can we generate personal connections between a diverse cross section of people and the artworks in our collection? How can we provide a more comprehensive experience of our collection?

With only 5% of the collection on view at any given time, and most people unable to visit San Francisco, Send Me SFMOMA was created to democratize access to SFMOMA’s permanent collection.

The project proved wildly popular and went viral in the summer of 2017. It was featured in thousands of news outlets including the New York Times, The Guardian, Hyperallergic and The Today Show.

Send Me SFMOMA won numerous awards including a Webby for best app by a cultural institution. The project was also named #1 Most Memorable Marketing Campaign of 2017 by Forbes and landed SFMOMA on Fastcompany’s list of most innovative companies.

In the months following the success of the project, we talked to museums around the world about democratizing access to their collections. Auckland Art Gallery Toi o Tāmaki created a Facebook bot directly inspired by Send Me SFMOMA, and M+ a museum of visual culture based in Hong Kong, created a search by emoji feature for their collection.