JWST at SXSW

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

1. JWST at SXSW Impact Report March 8-10, 2013
2. SXSW CORE TEAM: NASA, NGAS, STSCI FROM LEFT TO RIGHT AMBER STRAUGHN (NASA), BLAKE BULLOCK (NGAS), ALBERTO CONTI (STSCI), CHRISTINA THOMPSON (NGAS), STRATIS KAKADELIS (STSCI)
3. 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
4. SXSW Impact Summary SXSW 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
5. Overall Objectives Reach 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
6. JWST ADVOCACY ESTIMATED 15,000+ VISITORS TO THE JWST MODEL AND EXHIBIT DURING THE WEEK-END OF MARCH 8-10
7. "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)
8. JWST FEATURES ON WEBSITES HOUSE SCIENCE COMMITTEE WEBSITE, LAMAR SMITH OWN FACEBOOK PAGE
9. STEM OUTREACH LOCAL AUSTIN SCHOOLS STEM PROJECTS WERE SHOWCASED DURING THE THREE DAY EVENTS ON MARCH 8-10
10. JWST Comic Book We converted the Infrared beyond the Visible video into a comic book that we distributed at the event.
11. BEYOND HUBBLE: THE JAMES WEBB SPACE TELESCOPE INTERACTIVE PANEL WITH MOUNTAIN, CONTI, BULLOCK & FAY – VISION, SCIENCE, ENGINEERING & VISUALIZATION
12. THE JWST EXPERIENCE FULL SCALE MODEL, GRAPHIC FENCING, AND NASA TENT (ENTRANCE VISIBLE ON THE FAR LEFT)
13. GRAPHIC FENCE TELL THE JWST STORY: A STUNNING GRAPHICAL FENCE SURROUNDED THE VENUE
14. INTERACTIVE ENGAGEMENT 15,000+ PEOPLE VISITED THE EVENT RESULTING IN 1500% INCREASE IN TWITTER FOLLOWERS, 400% INCREASE IN FACEBOOK ENGAGEMENT
15. MICROSOFT VISUALIZATION WALL DIRECT SCIENCE AND ENGINEERING ENGAGEMENT: 60+ TALKS IN 3 DAYS (ONE EVERY 30 MIN) USING THE MICROSOFT VISUALIZATION WALL
16. MICROSOFT JWST APP MICROSOFT BUILT A CUSTOM WINDOWS 8 APPLICATION JUST FOR THE EVENT. WE RAN IT ON TWO 82” SCREENS AND ON MICROSOFT SURFACE TABLETS
17. CONNECTING WITH THE NEXT GENERATION NASA "MOHAWK GUY," BOBAK FERDOWSI, FROM JPL PARTICIPATED IN THE NASA SOCIAL AT THE JWST EXHIBIT AT SXSW ON SUNDAY MARCH 10
18. MICROSITE: GO.NASA.GOV/JWSTSXSW INFO ABOUT WEBB AND SXSW EVENTS. SHOWCASE USER SUBMITTED MATERIALS (TWITTER, INSTAGRAM, FLIKR, ...)
19. GUINNESS WORLD RECORD LARGEST ASTRONOMY LESSON - BY FRANK SUMMERS & DAN MCALLISTER - NEW RECORD IS 526 (OLD WAS 458)
20. GUINNESS WORLD RECORD NOW 526 – WAS 458
21. GOOGLE HANGOUTS AND STAR PARTY – COSMOQUEST MARCH 10
22. Selected Media Coverage Highlights Los Angeles Times NASA JWST Model Lands at South by Southwest Scientific American Inspiration Abounds at SXSW Interactive 2013 Yahoo Five 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 Post SXSW 2013 Interactive Ends KXAN | Austin NBC Affiliate New 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
23. SAMPLE MEDIA CLIPS OVER 40 REPORTERS REGISTERED
24. SOCIAL MEDIA RESPONSE JWST 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 10 TWEETS/MIN
25. Social Media Impact Statistics Over 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
26. Twitter Engagement
27. Name Organiza+on Loca+on Link 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 MEDIA  COVERAGE
28. NASA's Support of SXSW SXSW 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
29. NASA IMAGE OF THE DAY MARCH 10, 2013
30. SXSW “WAR ROOM” HYATT ROOM 433