A critical element of the campaign was to land the idea “Nothing Beats An Astronaut” through media and creative that was contextually relevant to our guy. We adapted the overall campaign idea by creating digital and television content that was thematically tied to key media tent-pole events including: Super Bowl, NCAA March Madness, Indianapolis 500, SyFy’s “Defiance” and the MTV Movie Awards. Each piece of content featured the expected “hero” being one-upped by the astronaut. We seeded our content leading up to each event through digital video distribution strategy to drive discovery. Within each media event, we then introduced the astronaut at scale through television coupled with a social media blitz across Facebook, Twitter, YouTube, and Buzzfeed. We also extended the campaign to include thematic print, massive multi-player gaming, and on-the-ground PR events and street teams, ensuring that it was impossible for the astronaut to go unseen by our target.

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