From January 2013 with WAY – We Are Yours BAM! has been collaborating with the National Gallery of Parma in an attempt to be more involved with the city and its visitors, through new forms of online and offline communication and activation.

Thanks to WAY, the gallery aims to focus on and actively involve a well-defined target audience who usually do not visit the museum: 18-40-year-olds.

The digital strategy that BAM! defined for the gallery, first and foremost concentrated on the launching and the setting up of the main web communication tools – a new website and the launching of social channels – therefore it structured the initial online engagement activities.

This includes #Entraescatta, a photo contest open to anyone who between October 26th and November 3rd, had taken a photograph of the inside of the Palazzo della Pilotta (therefore not only in the National Gallery and the Teatro Farnese, but also inside the Archaeology Museum and the Palatina Library).

Promoting the competition took advantage of a long partnership involving different people and organizations in the city: in 12 days 366 photos were submitted (thanks to various social platforms) and 17,943 votes were collected.