Reimaging the Apollo 11 Moon Landing

    Brand Experience
Challenge

To generate excitement and engagement among younger audiences, the JFK Presidential Library and Museum wanted to use the 50th Anniversary of the Apollo 11 Mission to introduce today’s generation to this pivotal moment in history.

Insight

62% of people alive today either weren’t yet born in 1969, when man first landed on the moon -- or were too young to remember the significance.

 

JFK Moonshot:
A fully synchronized augmented-reality recreation of Apollo 11

We set out to create a way for younger audiences to experience the moon landing for themselves while driving conversation and attendance to the museum.

Using a first-of-its-kind augmented reality experience, we recreated the Apollo 11 Mission to capture every moment, maneuver, and milestone unfolding in real time—precisely 50 years after the historical event.

We teased the launch through a connected media approach. Starting with a launch party, held at the JFK Presidential Library, we greeted visitors with a 363-foot, full-scale AR replica of the Saturn V rocket.

Then, we live-streamed the launch and entire mission on Twitch, some of whose most popular streamers provided a modern version of Walter Cronkite’s “play-through” commentary from 50 years ago. Users tracked the mission with interactive games via the new JFK Moonshot app for a fully immersive experience.

IMPACT
  • +5%

    +5% increase in museum attendance.

  • 240MM+

    240,000,000+ global brand impressions

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