Moon Shot (Google Lunar XPrize)
A Space Story About Life On Earth
The campaign —
Moon Shot explores the Google Lunar XPRIZE, an unprecedented worldwide competition offering $30 million to the first private team to build and land a rover on the moon. The teams are comprised of hundreds of people, from many countries and backgrounds: engineers, roboticists, mathematicians, designers. To humanize their efforts and better connect them to the world, Google and XPRIZE joined forces with Executive Producer J.J. Abrams, Academy Award®-winning director Orlando von Einsiedel, Bad Robot and Epic Digital to create a documentary web series about the people behind the competition.
Each film in the Moon Shot series focuses on a single individual from each team. This character-driven, awe-inspiring series of 9 short films capture the deeper story about these individuals, emphasizing their personal sacrifices and struggles as they attempt to do what's never been done before.
Product: Google Lunar XPRIZE
Year: 2016
Link: YouTube series
Role: marketing & partnerships lead
Creative partners:
Bad Robot, Santa Monica
EPIC Digital, Los Angeles
72&Sunny, Los Angeles
Pre-launch —
We organized an exclusive panel and screening at SXSW 2016 with JJ Abrams and the featured GLXP teams. To promote the screening, we created 5 movie-like posters and placed them at strategic locations around Austin. To further create a momentum, we distributed Moon Shot Puzzles: using innovative material techniques, we encouraged people at SXSW to use their ingenuity to find out about our launch screening and after-party. The techniques included using water and heat on flyers to make the invitation message appear.
“ …with the built-in appeal of humans shooting for the moon, the series has the drama to potentially be a hit.”
“Trailer for ‘Moon Shot’ series will make you want to race to the stars”
The results —
At the end of 2017, the Moon Shot series and trailer have a collective 3.5 million views from 230 countries on YouTube. The GLXP Moon Shot channel experienced over 7 years of watch time in just 3 weeks, and the female viewership on the channel is now 2x higher than it was before the release. The series generated 822 unique PR stories globally, with 47% of the coverage coming from outside the United States. The social posts promoting the series had 13,816 post engagement, 3,425 post shares/retweets, with 93% positive or neutral sentiment.
“The (series) aims to shine the spotlight back on these scientists and highlight the human stories behind space travel.”
“The coolest thing I watched at South by Southwest”
“..absolutely awe-inspiring”