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.

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 8200 tours were completed bij nearly 5000 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%.