Many museums turned to their existing social media presences to engage their audience online during the COVID-19 pandemic. Inspired by the Rijksmuseum in Amsterdam and Instagram accounts such as the Dutch Tussen Kunst & Quarantaine (“between art and quarantine”) and Covid Classics, the Getty sponsored the Getty Museum Challenge, inviting people to use everyday objects to recreate works of art and share their creations on social media, prompting thousands of submissions. The museum was among those singled out for particular praise by industry analysts for their successful social media content strategy during the shutdown, both for the challenge and for incorporating its works into the popular video game Animal Crossing.