POSSIBLE and MoMA wanted to bring art to a broader audience so they put their heads together and came up with ART140, a website showcasing iconic pieces of art from MoMA’s collection. Here's what their press release has to say about how it works:
ART140 will harness the power of Twitter by inviting people to select specific works of art and express what they mean to them, in 140 characters or less via the hashtag #art140. At its core, ART140 is an open invitation to express what works of art mean to people from all walks of life. ART140 will serve as a springboard for a social experiment aimed at finding out what art means to the masses and reveal how the meaning of art may differ by age, gender, geography or other unexpected factors.
ART140 premiered at this year's SXSW, with a joint presentation by MoMA and POSSIBLE. Following the social experiment POSSIBLE and MoMA will analyze the tweets generated by #art140 to further understand how people feel and think about art, and will unveil their findings later in the year.