Mobile > Craft
KILLING KENNEDY
MULLEN, Boston / NATIONAL GEOGRAPHIC / 2014
Awards:
Overview
Credits
OVERVIEW
Execution
For KennedyandOswald.com, our goal was to make the dividing line between creativity and technology indistinguishable. We focused on the user experience first, creating an interaction mechanic that’s also a narrative device. A top priority throughout the project was to not just create another parallax site, but a responsive, cross-platform experience where the scrolling functionality actually intertwined with the story.
Outcome
Within the first two weeks of launching, the site garnered more than 150K unique visitors. During the two-hour TV world premiere of Killing Kennedy, nearly half of all visitors interacted with the live-sync technology, a new National Geographic Channel record. Visitors spent an average of 1 hour on site. Additionally, the site has already been used as a classroom teaching tool and an industry example of how technology can influence a narrative.
Strategy
National Geographic Channel tasked us with creating a companion site for their docudrama, Killing Kennedy. They needed a destination that could enhance the television experience and stand out in the media chaos surrounding the 50th anniversary of JFK’s assassination. We blurred the line between creativity and technology by developing an interaction mechanic that’s also a narrative device. Our cross-platform, multi-device, scroll-based parallax site explored one of America’s most shocking events through hundreds of photos, videos, graphics and statistics. KennedyandOswald.com tells the life stories of the two men whose lives are forever connected by one terrible moment. At the end of the experience, we allowed viewers to add an event to their calendars to join in a moment of silence 50 years to the moment of the assassination. Through this effort, we united thousands of people to remember this great figure in American history.
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