Headline:DISCOVER THE MASTERThis portrait of Picasso, created entirely of QR codes is easily activated through your mobile device. Once activated you'll find pertinent information on the exhibit, ticket purchasing capabilities and a limited gallery of work from Picasso's exhibit as well as an augmented reality app that downloads directly to your phone. This app unlocks our virtual gallery, where pieces from the exhibit can be found on city streets, on buildings, in parks, inside storefront windows and at multiple Starbucks locations. We are attempting to create multiple experiences to Discover the Master over the course of the exhibit.

THE SOLUTIONUsing simple QR codes as our raw material, we created an iconic portrait of the artist that challenged people to look deeper.Scan the code, and you discovered a gallery of paintings right on your mobile phone.A Google map showed coordinates arranged in the shape of a bull. At each point on the map, people could discover a painting, sculpture, or provocative quote from Picasso via AR technology.You could share your discovery via Facebook and Twitter.

• 92% of the web mentions are from new sources since the start of the campaign• Over 500 Blog Mentions since the start of the campaign• The Museum is set to surpass their goal reaching over 200,000 tickets sold.• 52% Membership increase in the first month of the campaign