EXPERIENTIAL DIGITAL CRAFT (2019)
INTERACTIVE (EXPERIENTIAL DIGITAL CRAFT)
JFK Moonshot - UNIT9
|JFK Presidential Library and Museum
|Type of Project (VR, AR, Website, App, Live Experience, etc.):
|To celebrate the 50th Anniversary of the Apollo 11 Mission, the JFK Presidential Library and Museum wanted to introduce today’s generation to President Kennedy’s bold vision for the space program and this pivotal moment in history.
We wanted to push the limits of AR and create a new format that would allow users to re-live, 50 years later, those very same moments that made history, to actively take part in what could be arguably defined as mankind’s greatest achievement to date.
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
· 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.
To heighten the experience and truly immerse our audience, we held a launch party at the John F. Kennedy Presidential Library and Museum where visitors were greeted with one of the largest AR objects ever created—a 363-foot, full-scale replica of the Saturn V rocket.
To extend the reach of the event, we livestreamed the AR launch and entire mission on the popular gaming platform, Twitch. We then leveraged some of Twitch’s most popular streamers, Dr. Lupo, DazValdez and Seum to provide a “play through” of the action—a modern version of Walter Cronkite’s commentary 50 years ago.
And at precisely 9:32 AM on July 16th, the Saturn V rocket launched once again. Only this time, instead of watching it with binoculars and Super 8 cameras, thousands used their mobile phones and tablets to witness history in the making. And for those around the world not in attendance at the Library, JFK Moonshot allowed kids of all ages to launch their own virtual rockets anywhere and share it on social media.
For the next four days, users of the app could track the mission in augmented reality as events unfolded. We continued streaming the mission on Twitch non-stop, where streamer BonsaiBaby re-enacted and simul-casted moments from the mission.
Educational prompts would pop up throughout this tracking sequence for over 100 hours of rare, archival JFK and NASA footage. Viewers could even practice their own moon landings with interactive AR games that simulated actual NASA astronaut tests while also testing their JFK knowledge.
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
|Download app link (if applicable):