There Goes Somebody's Miracle...

You know, I'm praying for it.

  • Reviews
  • Food
  • Travel
  • Just This
  • About

Explore

  • All Reviews
  • Movies
  • Books
  • @ Third Coast Review
  • Film Work

Connect

Just This · May 3, 2016

Inside Van Gogh’s Bedroom

Next week, The Art Institute of Chicago closes what has proved their most popular special exhibition in 15 years – Van Gogh’s Bedrooms. It’s hook is the convergence of three Van Gogh paintings that have never before been exhibited in one place. A potentially obscure conceit – this is not Van Gogh’s sunflowers, or any major career retrospective – the Art Institute has managed to elevate three versions of the same painting into a not-to-be-missed cultural experience, garnering national publicity with their innovative marketing and owning the local outdoor ad space.

And all of it has this marketing nerd totally geeking out.

exh_vangogh_bedroom_main_480

I first noticed the campaign in a train ad at my home stop. So simple it could go completely unnoticed, it was nothing more than a classified ad with an SMS call to action (text Apartments to 970-00). If it did mention the Art Institute at all, it was in a small logo in the bottom corner. This version I found online doesn’t even appear to include that.

I couldn’t resist: I texted in immediately, mainly out of curiosity. I’d used a similar effort for a film release (and in fact, the same shortcode/SMS service!). Our objective was to get audiences to download an app that offered additional content while you watched the film. While our results were less stellar than the Van Gogh campaign, I felt I had a strong understanding of their goals, and I was super interested in seeing how it played out.

From the very first message, about the exhibit and Airbnb, I knew this was something special – mainly because it ended with the directive, “Write back.” So I did, with a simple “Cool.” “I think so,” came the reply. The reply?! I have never seen an SMS campaign take on such personality. They must’ve received hundreds of initial texts, and plenty of people who took them up on their suggestion to write back. Turns out, there was a 6-person team working on replies! (That links to a really great case study on the whole campaign, worth a read.) I enjoyed a couple fun exchanges with Vincent, usually along the lines of:

File_000

Shortly after the classified ads teased the campaign (and started more than a few interesting conversations, I’m sure), traditional advertisements started popping up around Chicago. It wasn’t long before you couldn’t ride a train or a bus or walk down the block without seeing an ad for the exhibit. Papering the city effectively turned the exhibit into the must-see event of the season. “Have you seen Van Gogh yet?” and “When are you going to see Van Gogh?”  became refrains at water coolers across town.

But the Institute (and their genius agency) weren’t done yet. The most ingenious part of this already-compelling plan launched last: an accurate, life-sized recreation of the room, bookable for a stay via Airbnb. Genius!

This last stunt is what really took the whole effort over the top, in the very best way. The press understandably ate it up, and those lucky enough to book a night apparently had a great time (check out those reviews!).

Even the exhibit’s website is clever, with an “Ask Vincent” advice column (who is this copywriter and how did they nail such a fantastic voice?!) and an interactive quiz to text your knowledge about all things Van Gogh.

What’s most incredible to me about this whole effort is the Art Institute’s willingness to have fun for fun’s sake. The wit and whimsy with which this campaign was executed undoubtedly sold more tickets – their main goal. But it did it in such a way that it wasn’t about “capturing the lead” or otherwise scrambling to get their message across. There is nothing pushy, nothing tacky. It was well planned, consistently on message and expertly implemented.

Oh, and the exhibit is pretty dang great, too.

Share this:

  • Click to share on X (Opens in new window) X
  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on Tumblr (Opens in new window) Tumblr

Posted By: Lisa Trifone · In: Just This

What a difference five years makes
For posterity’s sake

You’ll Also Love

Dispatch: 59th Chicago International Film Festival’s First Weekend
Chicago To Do: Summer Adventures
The Shape of This Thing

Get on the List

About Photo
Hello! I'm Lisa, and this is—or rather I am—Somebody's Miracle. Explore everything I'm watcing, reading and baking, all my far-flung adventures and ones closer to home. Thanks for reading.

Connect

Get on the List

Subscribe for the latest posts, musings and updates directly in your inbox.

Categories

  • Reviews
  • Food
  • Travel
  • Just This
  • About

Search

From the Archives

May 2025
S M T W T F S
 123
45678910
11121314151617
18192021222324
25262728293031
« Jul    

lisabeesa

Two years ago today, I was coming off what - until Two years ago today, I was coming off what - until that point - was the biggest adventure of my life. I bought a home. I turned 40. I spent a month in Paris. I’d hit a new career milestone. Life was every bit what I imagined it could be. 

Then I walked into a first date with a guy I met on the internet and very quickly realized my (our!) best adventure had just begun. 

Two years of getting my goat (and delighting in it), because you love to see me laugh. Two years of not just making dinners but plating them, too, because you know I like a pretty plate. Two years of grand gestures not because you’re big on gestures, but because I am.

I thought I had it all figured out, and I think I would’ve been fine if you’d never walked into my life. But good grief am I glad you did. ❤️
🎄 Holiday Playlist! 🎄 It's my favorite trad 🎄 Holiday Playlist! 🎄

It's my favorite tradition (of so many!) of the season: my annual holiday playlist. Twenty-four songs. Two hours of tunes.

Sabrina Carpenter and The Kinks. My Morning Jacket and Kacey Musgraves. Ben Folds and Bette Midler and Bad Religion. 

You can listen on Spotify at the link in my bio!

Happy, happy holidays to you and yours. Wishing you a joyful season!
I’d watch Pablo Larrain’s version of paint dry I’d watch Pablo Larrain’s version of paint drying, but thankfully his latest biopic of a famous, troubled woman (after JACKIE and SPENCER) is a far more engaging fever dream of passing time and missed opportunities.

MARIA, featuring a performance by Angelina Jolie that vibrates with vulnerability, is not perfect but it is fascinating. 

Now in theaters; on Netflix next month. Full review at the link!
My phone yelled at me this morning that I was out My phone yelled at me this morning that I was out of storage space, so over a couple cups of coffee I went back through this year’s photos and videos to purge what I don’t need on my device. 

Stumbled on this snap Brian took of me over dinner back in…June?…and honestly, I just love it. I love the way he sees me and I love the way I look when I see him. ❤️

Take care of each other. That’s all.
Eight years ago this week, @justin.f.brady and I w Eight years ago this week, @justin.f.brady and I went to see @waitressmusical on Broadway, and after the show we were treated to full band karaoke with die-hard fans. 

At the end of the show tunes lovefest, @sarabareilles—who wrote the show’s music and was hosting the karaoke—took to the mic to perform Brave, and it was more cathartic than I think any of us realized in the moment. 

It was the night before the 2016 election and none of us were (looking back now) as worried as we should have been. I had early voted, the wind seemed to be at @hillaryclinton’s back and we were ready for history to be made. 

I’ve thought about (and talked about) that moment a lot in the years since - it’s a great story! But especially today, as we’re on the eve of another monumental Election Day, I am imploring anyone reading this who may still be unsure or may not yet have a plan to be brave and vote for the person who is NOT a convicted criminal, serial sexual assaulter, con-man and dictator-in-waiting. @kamalaharris is the only way forward.

We can get back to debating policy in four years. For now, please vote for humanity, for democracy, for decency and for sanity. I wanna see you be brave.
Signs of life! 👋 I feel like I’ve been in a Signs of life! 👋 

I feel like I’ve been in a fog the last week or so, and it’s going to last at least through Tuesday…but I’m here, I promise!

Got to catch @musictheaterworks’ LITTLE SHOP OF HORRORS (with the lovely @yersha_la_la_la for company!) and it was delightful. Great production with just a hint of that community theater patina, a bit rough around the edges. (Is it just me or is that S in “Florist” totally upside down?!)

Full review coming soon at @thirdcoastreview!
This one gets a spot on the grid! Congrats to Drew This one gets a spot on the grid! Congrats to Drew and Jean on a beautiful wedding day and the start of an exciting new chapter. (But really, thanks for such a great reason to wear my new favorite dress! 😉)
I absolutely love this time of year. 🍂🍁 I absolutely love this time of year. 🍂🍁
  • About
  • Contact
  • Privacy Policy
  • Site Disclosure

Copyright © 2025 There Goes Somebody's Miracle... · Theme by 17th Avenue

 

Loading Comments...