#MuseumInstaSwap: how ten museums in London joined forces on Instagram

Lightning Talk
Russell Dornan, Wellcome Collection, UK

Hear about #MuseumInstaSwap and what it was it like photographing one museum through the lens of another. Find out which museums were involved; how the Instagram takeover worked; the impact of the project in terms of engagement, kudos, other cities following suit and press coverage; how Instagram was gotten on-side; and the challenges involved in co-ordinating ten different institutions for a project like this, generating a much bigger impact as a group than any of them could individually.