Volkswagen sponsored the Kraftwerk performances at New York’s Museum of Modern Art. As part of the sponsorship, VW had 800 tickets to give away to fans. When MoMA's own ticketing site crashed and failed, VW came to the rescue with the VW GIFaway, an art exchange for tickets to the sold-out shows. Fans submitted original animated GIFs for a chance to see Kraftwerk. Our goal was to make Kraftwerk fans the star of the show. Animated GIFs are the currency of the internet. GIFs also fit the Kraftwerk aesthetic, and the art exchange complemented MoMA's role of celebrating the arts.
Apart from winning tickets to the sold-out performance, the Ultimate Fan's GIF was also chosen to be projected on the VW fan mosaic digital billboard. The GIF that won started as a two- by three-inch GIF on the computer screen, and it turned into an epic 50 foot projection.