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 JFK Library, 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 JFK. 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
Describe the creative idea
We reimagined the Apollo 11 Mission as if it happened today.
JFK Moonshot was a fully-synchronized augmented reality experience of Apollo 11 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.
Users could take a deeper dive into President Kennedy’s vison for the mission with interactive AR games, archival NASA footage and educational multimedia experiences that allowed them to:
• Explore and launch an AR replica of the Saturn V rocket or a full-scale version at the Library
• Track 100+ hours of the Apollo 11 mission in real time with archival NASA footage
• Play AR games that dove deeper into the mission with JFK-related trivia questions
• Learn about JFK’s critical role in the moon landing through educational multimedia experiences
• Record and share the mission’s most epic moments with friends and family
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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