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.

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. Big Picture: JWST at SXSW
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

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. Congressman Lamar Smith (R-TX)
"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 …"

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 KXAN | Austin NBC Affiliate
NASA 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 Weather
Five Amazing Facts about the Big Telescope that Channel, Phys.Org, GCN, Huffington Post, CNET
Comes After Hubble
International media: HBO Latin America, Danish
Mashable (The largest independent online news site Broadcast, CNN Espanol, Norwegian Broadcast
with more than 20 million unique monthly visitors) Corp, Norwegian News, Radio Canada, SXSW
This is what its like to Stand Under NASA's Webb Germany and Orange France
Telescope (link)
Over 40 reporters registered at Media Table
Washington Post inside the NASA Experience tent
SXSW 2013 Interactive Ends

23. SAMPLE MEDIA CLIPS
OVER 40 REPORTERS REGISTERED

24. 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 DAYS
SOCIAL MEDIA RESPONSE
JWST HASHTAG

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
MEDIA
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

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