Design > Digital & Interactive Design
JFK MOONSHOT
DIGITAS, Boston / JFK PRESIDENTIAL LIBRARY AND MUSEUM / 2020
Awards:
Overview
Credits
Overview
Background
Situation
Attendance at many nonprofit, visitor-serving organizations has declined. At the John F. Kennedy Presidential Library and Museum, 2019 attendance was trending down 7.8% in the summer compared to 2018 numbers. The majority of those who were visiting the library were older and more familiar with JFK’s legacy.
Brief
In order to attract more visitors, the library wanted to cast a wider net and attract younger audiences who were not as familiar with President Kennedy. They saw the opportunity to use the momentous occasion of the 50th anniversary of the Apollo 11 mission as a way to own a piece of the conversation about the historic event and to raise awareness for JFK’s connection to it.
Objectives
1. Raise awareness for JFK’s legacy
2. Drive engagement with the library online and in-person
Budget
$500,000 US
Scale
Primary: North America
Secondary: Global
Describe the creative idea
The Idea:
Reimagine the Apollo 11 Mission as if it happened today.
To celebrate the 50th Anniversary of the Apollo 11 Moon Landing, we reintroduced a new generation (Gen Z and Millennials) to the man who inspired the mission with a fully-synchronized augmented reality recreation where every moment, maneuver, and milestone unfolded in real time, second-by-second, precisely 50 years later.
Describe the execution
At precisely 9:32 AM on July 16th at the JFK Library in Boston, we launched one of the largest AR objects ever created—a 363-foot, full-scale replica of the Saturn V rocket.
To scale the experience for those not in attendance, we did two things: We livestreamed the first-of-its-kind AR experience on Twitch where some of the most popular streamers provided a “play through” of the action. Additionally, the Moonshot app allowed allowed kids of all ages to launch their own virtual rockets anywhere and share it on social media.
For the next four days, users could track the mission in AR as events unfolded. We continued streaming the mission on Twitch non-stop, where streamer BonsaiBaby re-enacted and simul-casted moments from the mission with over 100 hours of rare, archival JFK and NASA footage. Viewers could practice their own moon landings with interactive AR games while also testing their JFK knowledge
List the results
During the course of our campaign, the JFK Presidential Library and Museum reversed the nationwide trend of declining museum attendance with a 5% increase in attendance, along with:
• 110,000+ rocket launches around the world
• 140,000+ downloads of the app
• 8x more social mentions that competitive museums
• 240,000,000+ global brand impressions
Furthermore, a post campaign survey revealed an 11% increase related to JFK inspiring “innovation in American science and technology”.
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