A digital campaign from 250 miles above!
The International Space Station is a habitable satellite that orbits the Earth once every 90 minutes. This means 16 sunrises and sunsets or just a lot photograph opportunities.
Scott Kelly was on a mission to become the first American to spend a whole year in space. Besides being away from his family and friends, he was also away from something that we all take for granted… gravity! It was something that had a profound impact on his body. This way NASA found out how low gravity impacts certain parts of the human body, like the eyes, bones and even the brain.
Knowing this is crucial if we ever want to travel deep into space or even colonize Mars!
But how did NASA know that being in space was the cause of all these changes on Kelly’s body? They had the perfect human to compare Scott to, his twin brother, retired astronaut, Mark Kelly. They saw how two identical twins changed, living in two very different environments. It was the best chance for that biological experiment!
But what made the mission unique is that NASA never left spectators in the dark. Scott kept twitting about his experiences, constantly posted content while being in space for every social platform and managed to generate great interest in space exploration and the science behind it. With the hashtag #AYearInSpace NASA and Scott Kelly were dedicated to open up the mystery of space to the average person.
Additionally, the Times Magazine, created a 12-part documentary series that followed Kelly’s journey into space.
The fact that viewers had the ability to experience space alongside Kelly through social media and the documentary series, made the campaign a big success and sky-rocketed engagement. Kelly posted about 750 images while in space for 340 days. He helped promote NASA’s campaign #WhySpaceMatters and sent a photo nearly every night. The engagement was huge and NASA managed to turn astronauts into Social Media Superstars!