Museum of Fine Arts draws up mobile program

The Museum of Fine Arts, Boston announced the launch of MFA Mobile, a program developed by communications agency Hill Holliday that enables users to download museum masterpieces to their mobile devices. MFA Mobile promises personalized mobile wallpapers spanning from Egyptian sculptures to African masks to Monet water lilies--users can select a single wallpaper for $1.99 or become a monthly subscriber at $4.99, receiving up to five downloads plus a bonus wallpaper each month. The MFA also debuted a text alert program featuring information on upcoming events and access to exclusive offers and discounts. Boston-based mobile technology provider mStyle will power the MFA Mobile platform.

"MFA Mobile takes advantage of the popularity of mobile content and recognizes the importance of the mobile channel in people's everyday lives," said Hill Holliday mobile marketing exec Thi Linh Wernau. "We wanted to help the MFA share their extensive collection of art beyond the walls of the Museum to mobile phones. In this way, we hope to demonstrate art is for everyone and support the MFA's goal of making art a part of your life."

For more on MFA Mobile:
- read this release
- and this Boston Globe piece