Presentation to NASA JPL team , an open dialogue and the PURSUIT teams thought on observations, cultural relevance, brand opportunities and communications strategies to re-connect with a broader audience.

1. Breaking through the cultural atmosphere.
NASA-JPL Communications Discussion 7.8.09

2. “The Mars Phoenix Lander is a textbook
example of how to use social media tools to
delight an audience.”
Getting that many people interested in
something, for no money, with no
professional help, is what the social media
revolution is all about.
And the Mars Phoenix Lander is its first bona
fide hero. The people of Earth salute you.”
- Russell Davies
image via russell davies
We have clients that need in help in Social Media. NASA JPL doesn’t need help. You get it. But perhaps a different perspective
could make you think differently about how to extend your efforts in entirely new ways.

3. image via flickr for onon-commercial use
When we approach innovation or communication, we believe the key is storytelling. Telling the stories of your constituents, your
“audience” and engaging them in multi-faceted story that captures their attention. Here’s a bit of storytelling of my own, likely
not all that different from any kid growing up in the 60’s, 70’s and 80’s.

4. image via flickr
As people we are all naturally curious. We want to discover, observe and share. The night sky, nature and stars provide a degree
of wonder for us all. Nature, science and exploration was a thrill for me.

5. NASA = WONDER
For me NASA has always equated to WONDER. Fueling my wonder for the things unknown, new possibilities, new inventions, new
discoveries.

6. CULTURE OF
WONDER
I (perhaps we) grew up in a culture of wonder that looked at the night sky as a journey into something amazing. Studying it in
detail, reading about it, “seeing” it on tv and printed pictures.

7. image via flickr/nasa
Apollo Mission photographs collected, traded and shared.

8. the far off possibilities of space exploration envisioned in fairy tale.

9. or built out in play with friends and family.

10. image via flickr/nasa
all appearing really close to fruition not so long ago.

11. image via flickr/nasa
..and is played out in a closer birds eye view in pictures and interactions now.

12. CULTURAL TIPPING POINT
..but somewhere between then and now. something changed. something seemingly small but dramatic happened.

13. I got game.

14. a computer.

15. ..and later an internet browser.

16. ..and everything changed.

17. image via flickr/nasa
..to the point that you wonder, why does a kid care about space?

18. CULTURAL
COMPETITION
rethink your competition.

19. image via flickr
virtual world exploration.

20. <excerpt of latest Discovery Channel line up) journey’s, quests, our world and nature.

21. building, experimenting and destroying.

22. nature and wildlife.

23. multiplayer discovery and competition.

24. THE PROBLEM
TO SOLVE.
rethink your competition.

25. escaping some of the realities of a troubled time.

26. image via flickr
looking around and within.

27. image via flickr/nasa
escaping into our own world.

28. OUR JOB.
what we need to do.

29. IGNITING WONDER outerspace vs. innerspace
image via flickr
Our job: igniting wonder back into NASA JPL and Space. Less outerspace more innerspace.

30. BRING OUTERSPACE DOWN TO EARTH
image via flickr/nasa
bringing NASA back to earth.

31. image via google image search for non-commercial use
less news, more engagement.

32. THE JOURNEY.
stages of communication.

33. DISRUPT
PLAY = WONDER
CREATE
culturally re-connecting. re-creating wonder.

34. INSPIRATIONS.
stages of communication.

35. DISRUPT
image via flickr for non-commercial use
bring some spectacular escapism to pasadena.

36. “There's a fantastic book called
Spectacle by the architect David
Rockwell.
It's about those sweaty, immediate,
mass-of-humanity, you-had-to-be-
there experiences that you simply
can't digitise, replicate or repeat. “
- Russell Davies, CO

37. image via web for non-commercial use
The Sultan's Elephant was a show created by the Royal de Luxe theatre company, involving a huge moving mechanical elephant, a giant marionette of a girl and other associated public art
installations.

38. NEWCASTLE city centre was turned into a scene from a horror film yesterday as students put on a Halloween show for shoppers.
A flash mob descended on Greys Monument and acted as zombies before performing the routine from Michael Jacksons Thriller video.
About 50 students turned up for the event, which was organised through text messages

39. image via andy hunter
Red Bull Flugtag challenges teams of everyday people to build homemade, human-powered flying machines and pilot them off a 30-foot high deck in hopes of achieving flight! Flugtag may mean
"flying day" in German, but all these crafts ultimately splash into the waters below. They are judged not only on their flight's distance, but creativity and showmanship as well.

40. CREATE

41. “...one of the amazing things that is happening... is
that folks are starting to iterate with their users.
This can be quite tricky, especially for folks who
are used to a build, test, and deploy methodology.
The key lesson from the rise of social media...
software is best built as a coordinated dance
between you and the users.”
- Danah Boyd

42. images and via flickr and makesine.com for non-commercial use
maker faire is a festival of robotic spectacle and DIY engineering.

43. image via google image search for non-commercial use
Lego Mindstorms (in the hands of Wired Editor Chris Anderson)

44. PLAY
image via flickr for non-commercial use
Future of connecting, advertising and marketing? Alternate Reality Gaming and Blended reality.

45. “Alternate realities” make gameplay as ubiquitous as
language. - Jane McGonigal

46. image via flickr for non-commercial use
True blood (HBO PROMOTION) creates rich alternate storyline aside it’s TV show. Previous to this, movie promotion’s like The
Dark Night developed a year long prequel teaser that kept fans guessing.

47. image via flickr for non-commercial use
The Wii crosses age, physical activity and technology boundaries.

48. image via psfk
New apps blend information, geography and people to create connections among strangers.

49. image via f@avantgame
Significant Labs games to create breakthrough.

50. image via @avantgame for non-commercial use
The Come Out & Play Festival seeks to provide a forum for new types of public games and play. We want to bring together a public eager to rediscover the world around them through play with
designers interested in producing innovative new games and experiences.

51. DISRUPT
PLAY = WONDER
CREATE
culturally re-connecting. re-creating wonder.

52. image via flickr for non-commercial use
..it’s the space race game we’re looking to play.