A Harvard Business School (HBS) report explores how the London-based Tate has transformed its marketing strategy to treat its online presence as a "fifth gallery," equal in stature to its other four museums.

"The singular focus put on digital programs has gone far beyond the marketing department to infuse everything the museum does, making it unique among its peers," says Jill Avery, senior lecturer in the General Management unit at Harvard Business School.

One innovation is a provocative app called the Magic Tate Ball. Modeled after the Magic 8 Ball, shake it to find "What Artwork Will This Moment Make?" Your location, along with the current weather and ambient noise, inform the selection of an artwork from the Tate's collections. The point is to engage existing audiences in a fun, new way and cultivate new visitors.

See the HBS case: The Tate's Digital Transformation.