jwst at sxsw
Post on 17-Sep-2014
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On March 8,9 and 10, NASA, the Space Telescope Science Institute, Northrop Grumman Aerospace Systems, and Microsoft Research organized the James Webb Space Telescope (JWST) experience exhibit as part of the South By SouthWest Interactive Festival. The full scale model of the JWST was positioned between the Long and Palmer center right outside downtown Austin, TX. Over 3 days more than 15,000 people attended our events and witnessed astronomers and engineers give talks about the science and challenges of building Hubble's successor in front of a 6 meter wide screen provided by Microsoft Research. The event was a tremendous success.TRANSCRIPT
JWST at SXSW Impact ReportMarch 8-10, 2013
SXSW CORE TEAM: NASA, NGAS, STSCIFROM LEFT TO RIGHT AMBER STRAUGHN (NASA), BLAKE BULLOCK (NGAS), ALBERTO CONTI (STSCI), CHRISTINA THOMPSON (NGAS), STRATIS KAKADELIS (STSCI)
SXSW is an incubator of cutting-edge technologies: “the premier destination for discovery.”
JWST was selected as a centerpiece for the festival’s 2013 Science and Space Exploration theme.
Exhibiting the full scale JWST model at SXSW will help ensure that Texas has a stake in the program while also educating an almost entirely new community about the program’s significance.
Reach: anticipating 30,000 registrants at the Gaming Expo, millions via social media
Big Picture: JWST at SXSW
SXSW Impact SummarySXSW has been the most impactful event for the JWST mission since the program's start
Branding JWST as an engineering marvel and a scientific discovery machine for the future of astrophysics
Reached a new audience through leveraged social media: a new and sustained JWST footprint online
Demonstrated a new and more efficient way of conducting advocacy; by leveraging the resources of our partners we achieved bigger results with less financial investment and fewer people
Overall ObjectivesReach new media publishers
Start a dialog and educate them about JWST
Goal: Start a “million stories” about JWST till launch (and beyond)
Launching JWST STEM initiatives
Bring JWST to the Texas to raise awareness
Reach 100,000+ visitors to Austin (during SXSW) and take advantage of the SXSW social media presence
JWST ADVOCACYESTIMATED 15,000+ VISITORS TO THE JWST MODEL AND EXHIBIT DURING THE WEEK-END OF MARCH 8-10
"The James Webb Space Telescope is a great example of where our nation can go in the future by maintaining our leadership in the realm of space innovation and – to galaxies far beyond."
"I enjoyed the tour today at SXSW of the James Webb Space Telescope display –exciting to see the new generation of space telescopes!"
"We need to put up more telescopes both in orbit and on the ground …"
Congressman Lamar Smith (R-TX)
JWST FEATURES ON WEBSITESHOUSE SCIENCE COMMITTEE WEBSITE, LAMAR SMITH OWN FACEBOOK PAGE
STEM OUTREACHLOCAL AUSTIN SCHOOLS STEM PROJECTS WERE SHOWCASED DURING THE THREE DAY EVENTS ON MARCH 8-10
JWST Comic Book
We converted the Infrared beyond the Visible video into a comic book that we distributed at the event.
BEYOND HUBBLE: THE JAMES WEBB SPACE TELESCOPEINTERACTIVE PANEL WITH MOUNTAIN, CONTI, BULLOCK & FAY – VISION, SCIENCE, ENGINEERING & VISUALIZATION
THE JWST EXPERIENCEFULL SCALE MODEL, GRAPHIC FENCING, AND NASA TENT (ENTRANCE VISIBLE ON THE FAR LEFT)
GRAPHIC FENCETELL THE JWST STORY: A STUNNING GRAPHICAL FENCE SURROUNDED THE VENUE
INTERACTIVE ENGAGEMENT15,000+ PEOPLE VISITED THE EVENT RESULTING IN 1500% INCREASE IN TWITTER FOLLOWERS, 400% INCREASE IN FACEBOOK ENGAGEMENT
MICROSOFT VISUALIZATION WALLDIRECT SCIENCE AND ENGINEERING ENGAGEMENT: 60+ TALKS IN 3 DAYS (ONE EVERY 30 MIN) USING THE MICROSOFT VISUALIZATION WALL
MICROSOFT JWST APPMICROSOFT BUILT A CUSTOM WINDOWS 8 APPLICATION JUST FOR THE EVENT. WE RAN IT ON TWO 82” SCREENS AND ON MICROSOFT SURFACE TABLETS
CONNECTING WITH THE NEXT GENERATIONNASA "MOHAWK GUY," BOBAK FERDOWSI, FROM JPL PARTICIPATED IN THE NASA SOCIAL AT THE JWST EXHIBIT AT SXSW ON SUNDAY MARCH 10
MICROSITE: GO.NASA.GOV/JWSTSXSWINFO ABOUT WEBB AND SXSW EVENTS. SHOWCASE USER SUBMITTED MATERIALS (TWITTER, INSTAGRAM, FLIKR, ...)
GUINNESS WORLD RECORDLARGEST ASTRONOMY LESSON - BY FRANK SUMMERS & DAN MCALLISTER - NEW RECORD IS 526 (OLD WAS 458)
GUINNESS WORLD RECORDNOW 526 – WAS 458
GOOGLE HANGOUTS AND STAR PARTY – COSMOQUESTMARCH 10
Selected Media Coverage HighlightsLos Angeles TimesNASA JWST Model Lands at South by Southwest
Scientific AmericanInspiration Abounds at SXSW Interactive 2013
YahooFive Amazing Facts about the Big Telescope that Comes After Hubble
Mashable (The largest independent online news site with more than 20 million unique monthly visitors)This is what its like to Stand Under NASA's Webb Telescope (link)
Washington PostSXSW 2013 Interactive Ends
KXAN | Austin NBC AffiliateNew Telescope Defines NASA Future (link)
Local and National media: TechHive, SlashGear, Austin News, DailyTexan, KVUE, The Alcalde, 88Nine,, KVUE-Austin ABC Affiliate, Fox 7 Austin, Spike TV, Austin Your News Now, The Weather Channel, Phys.Org, GCN, Huffington Post, CNET
International media: HBO Latin America, Danish Broadcast, CNN Espanol, Norwegian Broadcast Corp, Norwegian News, Radio Canada, SXSW Germany and Orange France
Over 40 reporters registered at Media Table inside the NASA Experience tent
SAMPLE MEDIA CLIPSOVER 40 REPORTERS REGISTERED
SOCIAL MEDIA RESPONSEJWST HASHTAG
NUMBER OF CUMULATIVE "#JWST" TWEETERS
EXPECTED WITHOUT SXSW, OVER THE SAME DAYS
FACTOR OF 7 JUMP IN JWST TWEETERS OVER THE COURSE OF SXSW
MARCH 10TWEETS/MIN
Social Media Impact StatisticsOver 1500% increase in the volume of tweets regarding JWST’s science, engineering, outreach
Over 400% increase in the number of followers
50+ accounts engaged in JWST discussion during SXSW via twitter with >10 tweets each
Over 3000 tweets about “JWST” during SXSW (3 days)
Tweets directly reached over 4,000,000 followers, multiple times.
#JWST was “trending” in the Texas area late on Sunday after the Guinness record
Pictures, videos, discussions of all events were covered by major facebook pages with over 150,000 direct followers
Huge multiplier: a single story run by Mashable retweeted by over 4000 times
Twitter Engagement
Name Organiza+on Loca+on LinkABC TV Aus&n Looking to obtain clipsBusiness Insider Online Na&onal LinkCBS TV Aus&n Looking to obtain clipsCNET Online Na&onal LinkFox News TV Aus&n LinkHuffington Post Online Na&onal Looking to obtain clipsiTechPost Online Na&onal LinkKUT Radio/Online Aus&n LinkLos Angeles Times Online Los Angeles LinkMashable Online Na&onal LinkMental Floss Online (Blog) Na&onal LinkNBC (KXAN) TV/Online Aus&n LinkNPR Radio Aus&n LinkScien+fic American Online Na&onal LinkSpike TV TV Na&onal LinkStarDate (March/April 2012 issue, page 15)Magazine Na&onal LinkTech Hive Online Na&onal LinkTechcitement Online Na&onal LinkThe Weather Channel TV Na&onal Will obtain clipsWashington Post Online (Blog) Na&onal LinkWired Social Media Na&onal TweetsYahoo Online Na&onal LinkYNN TV/Online Aus&n LinkYNN TV/Online Aus&n Link2TourAus+n Online (Blog) Aus&n Link
MED
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NASA's Support of SXSWSXSW was a "phenomenal success, just phenomenal, and apparently you broke the world record as well! SMD is really happy.” – Dwayne Brown, NASA HQ Public Affairs for Science
“I think the team deserves a nice break after a very successful event. I haven’t seen any negative press/commentary about it, so it looks like the right level of visibility was achieved. Introduced a new audience to the mission as well. Great job!” – Eric Smith, JWST Deputy Program Director, NASA HQ
"It was a great pleasure to meet the public in this context because they are so eager and curious and want to know so much." – John Mather, NASA GSFC JWST Program Scientist, Nobel Laureate
NASA IMAGE OF THE DAYMARCH 10, 2013
SXSW “WAR ROOM”HYATT ROOM 433