JWST at SXSW
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JWST at SXSW

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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 ...

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.

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JWST at SXSW JWST at SXSW Presentation 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)
  • Big Picture: JWST at SXSWSXSW is an incubator of cutting-edge technologies:“the premier destination for discovery.”JWST was selected as a centerpiece for thefestival’s 2013 Science and Space Explorationtheme.Exhibiting the full scale JWST model at SXSW willhelp ensure that Texas has a stake in the programwhile also educating an almost entirely newcommunity about the program’s significance.Reach: anticipating 30,000 registrants at theGaming Expo, millions via social media
  • SXSW Impact SummarySXSW has been the most impactful event for the JWST missionsince the programs startBranding JWST as an engineering marvel and a scientific discoverymachine for the future of astrophysicsReached a new audience through leveraged social media: a new andsustained JWST footprint onlineDemonstrated a new and more efficient way of conducting advocacy;by leveraging the resources of our partners we achieved bigger resultswith 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 initiativesBring JWST to the Texas to raise awarenessReach 100,000+ visitors to Austin (during SXSW) and take advantage of theSXSW social media presence
  • JWST ADVOCACY ESTIMATED 15,000+ VISITORS TO THE JWST MODEL AND EXHIBIT DURING THE WEEK-END OF MARCH 8-10
  • Congressman Lamar Smith (R-TX)"The James Webb Space Telescope is a greatexample of where our nation can go in thefuture by maintaining our leadership in therealm of space innovation and – to galaxies farbeyond.""I enjoyed the tour today at SXSW of the JamesWebb Space Telescope display –exciting to seethe new generation of space telescopes!""We need to put up more telescopes both inorbit and on the ground …"
  • 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 BookWe converted the Infrared beyond theVisible video into a comic book that wedistributed 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 Times KXAN | Austin NBC AffiliateNASA JWST Model Lands at South by Southwest New Telescope Defines NASA Future (link)Scientific American Local and National media: TechHive, SlashGear,Inspiration Abounds at SXSW Interactive 2013 Austin News, DailyTexan, KVUE, The Alcalde, 88Nine,, KVUE-Austin ABC Affiliate, Fox 7 Austin,Yahoo Spike TV, Austin Your News Now, The WeatherFive Amazing Facts about the Big Telescope that Channel, Phys.Org, GCN, Huffington Post, CNETComes After Hubble International media: HBO Latin America, DanishMashable (The largest independent online news site Broadcast, CNN Espanol, Norwegian Broadcastwith more than 20 million unique monthly visitors) Corp, Norwegian News, Radio Canada, SXSWThis is what its like to Stand Under NASAs Webb Germany and Orange FranceTelescope (link) Over 40 reporters registered at Media TableWashington Post inside the NASA Experience tentSXSW 2013 Interactive Ends
  • SAMPLE MEDIA CLIPSOVER 40 REPORTERS REGISTERED
  • FACTOR OF 7 JUMP IN JWST TWEETERS OVER THE COURSE OF SXSW MARCH 10 TWEETS/MIN NUMBER OF CUMULATIVE "#JWST" TWEETERS EXPECTED WITHOUT SXSW, OVER THE SAME DAYSSOCIAL MEDIA RESPONSEJWST HASHTAG
  • Social Media Impact StatisticsOver 1500% increase in the volume of tweets regarding JWST’s science,engineering, outreachOver 400% increase in the number of followers50+ accounts engaged in JWST discussion during SXSW via twitter with >10tweets eachOver 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 GuinnessrecordPictures, videos, discussions of all events were covered by major facebookpages with over 150,000 direct followersHuge multiplier: a single story run by Mashable retweeted by over 4000 times
  • Twitter Engagement
  • Name Organiza+on Loca+on LinkMEDIA  COVERAGE ABC TV Aus&n Looking  to  obtain  clips Business  Insider Online Na&onal Link CBS TV Aus&n Looking  to  obtain  clips CNET Online Na&onal Link Fox  News TV Aus&n Link Huffington  Post Online Na&onal Looking  to  obtain  clips iTechPost Online Na&onal Link KUT Radio/Online Aus&n Link Los  Angeles  Times Online Los  Angeles Link Mashable Online Na&onal Link Mental  Floss Online  (Blog) Na&onal Link NBC  (KXAN) TV/Online Aus&n Link NPR Radio Aus&n Link Scien+fic  American Online Na&onal Link Spike  TV TV Na&onal Link StarDate  (March/April  2012  issue,  page  15) Magazine Na&onal Link Tech  Hive Online Na&onal   Link Techcitement Online Na&onal   Link The  Weather  Channel TV Na&onal Will  obtain  clips Washington  Post Online  (Blog) Na&onal Link Wired   Social  Media Na&onal Tweets Yahoo Online Na&onal Link YNN TV/Online Aus&n Link YNN TV/Online Aus&n Link 2TourAus+n Online  (Blog) Aus&n Link
  • NASAs Support of SXSWSXSW was a "phenomenal success, just phenomenal, and apparently you brokethe world record as well! SMD is really happy.” – Dwayne Brown, NASA HQPublic Affairs for Science“I think the team deserves a nice break after a very successful event.  I haven’tseen any negative press/commentary about it, so it looks like the right level ofvisibility was achieved.  Introduced a new audience to the mission as well.  Greatjob!” – Eric Smith, JWST Deputy Program Director, NASA HQ"It was a great pleasure to meet the public in this context because they are soeager and curious and want to know so much." – John Mather, NASA GSFCJWST Program Scientist, Nobel Laureate
  • NASA IMAGE OF THE DAYMARCH 10, 2013
  • SXSW “WAR ROOM”HYATT ROOM 433