Jul 14, 2023 - Culture

San Antonio's McNay Art Museum enters its "unhinged" era on Threads

The start of McNay's unhinged Threads fame. Screenshot: McNayArt on Threads

While the Threads vs. Twitter battle continues, the McNay Art Museum is using the new messaging app to challenge pretty much everyone in San Antonio to a parking lot cage fight — all in good fun, of course.

What's happening: Shortly after Threads launched on July 5, the McNay made a splash debut on the app, quickly becoming a standout local profile that even Mayor Ron Nirenberg is following.

  • The museum's first thread? A reference to a popular TikTok trope: "it's wackadoodle time."
  • And the wackiness definitely ensued, starting with proposing a fight against another museum for no reason.
  • The Briscoe and Witte museums, the San Antonio Zoo and Hyatt Regency were up for the challenge. A T-Rex, buffalo and lobby space were involved. Other local groups quipped about providing the snacks and drinks.

Between the lines: The goofy, meme-savvy persona of the new Threads account might be a success because it contrasts the stately manner of the art museum.

  • One follower said she renewed her museum membership because of the "unhinged" nature of the account.
  • "Give your social media goblin a raise," Threads user Erin Jones posted.

What they're saying: Claudia Gomez, the museum's social media manager, created the profile.

  • "We love our community, and this is an opportunity to shift our tone a little to connect in a different way and have a bit of fun," Gomez told Axios in a statement.

The intrigue: The messaging on the McNay's other social media profiles are different. Facebook fans are not going to be deep in the throes of a squabble between San Antonio's museums.

  • Gomez tells Axios the launch of Threads provided the opportunity to say "well, what if…" and try a new approach.

By the numbers: After a week on the app, the museum has more than 5,000 followers, or "besties" or "comadres," as the McNay calls them.


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