{"id":2873,"date":"2024-05-22T14:31:09","date_gmt":"2024-05-22T14:31:09","guid":{"rendered":"https:\/\/www.riddle.com\/blog\/?p=2873"},"modified":"2026-03-10T13:29:58","modified_gmt":"2026-03-10T13:29:58","slug":"tate-modern-case-study","status":"publish","type":"post","link":"https:\/\/www.riddle.com\/blog\/case-studies\/tate-modern-case-study\/","title":{"rendered":"Tate – Museum Case Study"},"content":{"rendered":"\n
\"Tate<\/figure>\n\n\n\n

Tate celebrates the world\u2019s greatest modern and contemporary art, as well as the best of British art from 1500 to today. Every year, it welcomes millions of people to its four galleries \u2013 Tate Britain, Tate Modern, Tate Liverpool and Tate St Ives \u2013 to enjoy unforgettable exhibitions, spectacular commissions, and unique events. <\/p>\n\n\n\n

At the heart of these activities is a growing collection of over 70,000 works of art, ranging from paintings and sculptures to installations and performances. Tate cares for this collection on behalf of the public and, as one of the world\u2019s biggest lenders of art, shares it with museums and galleries throughout the UK and across the globe.<\/p>\n\n\n\n

How to make art accessible and fun<\/strong><\/h2>\n\n\n\n

Tate is always striving to make their art collection more accessible and appealing to the widest possible range of audiences.<\/p>\n\n\n\n

The creators behind Tate Kids \u2013 the website dedicated to Tate\u2019s youngest museum audiences \u2013 were particularly keen to make their content around Tate collection artworks more interactive and fun for children and young people globally.<\/p>\n\n\n\n

The website provides an opportunity for families and other visitors who may never visit the exhibitions on-site to engage with and learn about Tate’s collections.<\/p>\n\n\n\n

At the same time, Tate Kids prioritizes early childhood art education in general, focusing on awakening and developing an interest in art in children. Their team incorporates games, quizzes, and videos to help explore artworks, artists, and art movements from all over the world.<\/p>\n\n\n\n

Defining the challenge<\/strong> for Tate<\/h2>\n\n\n\n

The digital team at Tate constantly works to offer new interactive content on their platform to keep their audience engaged. However, developing new online games is resource-intensive and often requires outsourcing to agencies.<\/p>\n\n\n\n

Looking for a fast, cost-effective way to add more user interaction to their website, the decision to use\u00a0Riddle.com<\/a>\u00a0was an easy one.\u00a0Riddle’s quiz maker<\/a> offered a wide range of different interactive content options in a single affordable package. Tate\u2019s team could leverage a wide range of interactive formats, from quizzes and personality tests to polls and surveys.<\/p>\n\n\n\n

Riddle.com<\/a>\u2019s zero-coding platform meant every Tate editor could become a creator.<\/p>\n\n\n\n

\u201cRiddle saves Tate time and money – our Producers can use Riddle to create a steady stream of interactive quizzes for our audience, freeing up our developers to work on bigger projects,\u201d says Zo\u00eb Smith, Tate Kids Producer.<\/p>\n\n\n\n

3.7 million views and counting<\/strong><\/h2>\n\n\n\n

Since partnering with Riddle in 2016, Tate has been continuously innovating and integrating a wider range of interactive experiences on their websites.<\/p>\n\n\n\n

With a strategic goal of bringing their collections to life in an entertaining yet educational way, Tate chose Riddle.com<\/a> because it saves their development team time and frees them up for bigger projects.<\/p>\n\n\n\n

Tate\u2019s creative workflow in the area of games and quizzes reflects this. Every year, their team produces a new large-scale project \u2013 a game. Alongside this, Tate adds to their interactive content by using Riddle.com<\/a>\u2019s interactive platform to create high-quality quizzes to keep their audience active and engaged.<\/p>\n\n\n\n

As\u00a0Riddle.com<\/a>\u00a0continues to evolve, Tate has been able to extend the range and depth of their interactive offerings. Their editorial team has created content that has run the gamut from \u2018How well do you know Pop Art?\u2019 to seasonal quizzes like the Halloween-themed \u2018Spooky spot the difference\u2019, as well as polls and surveys.<\/p>\n\n\n\n

Tate has also found that their Riddles appeal to more than just kids. Personality tests like \u201cHow well do you know the impressionists in London?\u201d generated a great response from their adult audience, timed to promote an upcoming Tate exhibition.<\/p>\n\n\n\n

Tate\u2019s results<\/strong><\/h2>\n\n\n\n

Tate\u2019s commitment to interactive content has paid off.<\/p>\n\n\n\n

\"Zoe<\/figure>\n\n\n\n

\u201cOur Tate Kids audience loves interactive content like Riddle\u2019s quizzes,\u201d Zo\u00eb goes on to say. \u201cOur games and quizzes generate half our traffic and have 22% higher time on site, which means greater engagement from our audience.\u201d<\/p>\n\n\n\n

Tate\u2019s other metrics only serve to validate this further. Their Riddle.com<\/a> quizzes and other content are compelling, with the clicks (and completions) to back it up.<\/p>\n\n\n\n

On average, two out of every three site visitors (66%) will engage with a quiz on a page. Even better, 76% of Tate\u2019s quiz takers who start a quiz will finish it, demonstrating that interactive content works for captivating a young audience\u2019s attention about art.<\/p>\n\n\n\n

From a strategic perspective, Tate\u2019s Riddles have generated 3.7 million views and 2.1 million completions across their library of 41 Riddles of all formats \u2013 including personality quizzes (e.g. \u2018Which art monster are you?\u2019), quizzes, and polls.<\/p>\n\n\n\n

Tate is looking forward to building on this success by harnessing Riddle.com<\/a>\u2019s value-for-money, easy-to-use platform to bring even more interactive content to their art-loving audience in the future.<\/p>\n\n\n\n

Further reading<\/h2>\n\n\n\n

Play the Tate quizzes on their website <\/a>and discover how Tate is using the Riddle.com quiz maker<\/a>.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Tate uses Riddle to make its art collection interactive and accessible. Across 41 pieces of content, they’ve generated 3.7 million views and 2.1 million completions, with quizzes now driving half of Tate Kids’ traffic and 22% higher time on 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