Virginia Museum and The Martin Agency Use Technology to Reach Picasso Enthusiasts

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RICHMOND, VA.- Virginia Museum of Fine Arts and The Martin Agency announced a joint social media effort that brings to life the upcoming exhibition of 176 works from Picasso’s personal collection, Picasso: Masterpieces from the Musée National Picasso, Paris. The only east coast venue for the exhibition’s seven-city international tour, VMFA partnered with The Martin Agency to develop a marketing campaign that Picasso fans can see from anywhere, using Facebook, QR codes and Layar applications to drive information about the exclusive exhibition. The print and out-of-home elements use a portrait of Picasso made entirely of QR codes. When a phone scans the QR image, it is re-directed to a landing page featuring Picasso’s work and an invitation to buy tickets to the exhibition. “To honor the pr