• by Erik Sass , September 13, 2007

The Museum of Fine Arts in Boston has launched an innovative mobile content service, developed by Hill Holliday, that allows users to download images of its art collection to mobile devices, including cell phones.

Users of the new service, MFA mobile, can use the images as a graphic background for the device. MFA Mobile is being promoted online as well, via outdoor advertising and direct marketing.

According to the terms of service, users can download a single wallpaper for $1.99, or opt for a monthly subscription costing $4.99 that delivers a total of six downloads a month. Available images include famous works of art, like Claude Monet's "Water Lilies," Edward Hopper's "Lighthouse and Buildings," and Vincent van Gogh's "House at Auvers." The inventory also includes Asian art and photographs of sculptures from the ancient Near East. The collection is displayed online at http://mfa.org/mobile.

This isn't the only mobile initiative launched by the MFA to increase awareness of art and advertise its collections. The museum recently launched a text-alert program that offers users information on upcoming events and special offers and discounts. Hill Holliday Interactive, which is responsible for the museum's mobile ventures, also created the MFA short-code mobile service.

The mobile platform is powered by mStyle, a Boston-based mobile tech firm.