Entertainment > Audiovisual Branded Content
JFK MOONSHOT
DIGITAS, Boston / JFK PRESIDENTIAL LIBRARY AND MUSEUM / 2020
Awards:
Overview
Credits
Overview
Why is this work relevant for Entertainment?
JFK Moonshot turned education into entertainment with a first-of-its-kind livestream of an AR experience that reimagined the Apollo 11 Mission for a new generation. After all, when it comes to history, why learn about it when you can relive it.
Background
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 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
Reimagine 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 strategy
Census data showed that 62% of the population was not alive at the time of the Apollo 11 launch. Additionally, a UVA study showed those under 60 did not associate JFK with the moon landing as much as their elders did. Young people did not know who Kennedy was and did not associate him with being pivotal to the moon landing.
Our approach was to leverage the boldness of JFK's famous "Moonshot Speech" and intertwine it with a technological achievement reminiscent of the Apollo 11 mission in an effort have them intrinsically connected in our targets' (Gen Z and Millennials) minds. We challenged consumers to "Go For Something Bolder" as our CTA and encouraged them to immerse themselves in history, because history is best remembered when experienced.
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. The whole event was timed to match exactly to the original mission 50 years ago.
To scale the experience for those not in attendance, we did two things: We live-streamed the first-of-its-kind AR experience on Twitch where some of the most popular streamers provided a “play through” of the action as it happened.
For the next four days, users could track the mission in "AR god view" in real-time with data (speed, stage, time until landing) gleaned from the original mission. 10 additional AR games with JFK-related trivia questions and a UI based on NASA astronaut dexterity training allowed users to practice their own moon landings and missions as our Eagle landed exactly as it did 50 years ago
Describe the outcome
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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