Apollo 50: How one museum celebrated the first Moon landing

Amy Stamm
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Amy Stamm: Smithsonian’s National Air and Space Museum, USA

Journal of Digital & Social Media Marketing, 2020, vol. 8, issue 1, 6-20

Abstract: The 50th anniversary of the Apollo 11 Moon landing in July 2019 was an opportunity for the Smithsonian’s National Air and Space Museum to position itself not just as an inspiring and exciting institution but also a leading resource for aerospace knowledge. This article describes the museum’s Apollo 50 social media campaign, which saw engagement and follower numbers grow at a rate more ten times the museum’s average. It explores the strategies driving the campaign, how the museum wrangled a vast amount of content, activities and information into a strategic and cohesive campaign, and the role of social media in sharing the museum’s site-specific Apollo 50 activities with a global audience.

Keywords: museum; social media; content marketing; digital campaign; case study (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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