Lynx, LSA Live
Lynx Space Academy ‘Live’ was the culmination of a nationwide competition to send four cadets to Florida Space Camp with the chance of winning the ultimate prize of a trip into space. Our brief was simply to ‘make it epic’, so over a weekend at Westfield we put 250 cadets through a series of physical & mental challenges and recorded their scores using radio frequency identification technology (RFID). LSA Live then went on to deliver 18 million trend impressions.
Our creative process
We were tasked with delivering an epic live final for the top 250 cadets of the UK ‘win a trip to space’ competition. The finalists had been collecting votes via their social channels and the four winners were sent off to Space Camp in Florida.
We wanted to interrupt as many consumers as possible and increase awareness outside of just the cadets. It was vital to give each cadet a feeling of being ‘one step closer to space’ so they continued to share the positive experience across their social channels.
Lynx LSA Live was a two-day event made up of a series of physical, mental and psychological challenges designed to push the cadets to the limit.
The entire experience was designed and built from scratch and included an 18m x 9m inflatable assault course, a Vertical Space Walk and a G-Force Impact test. The final stages included a judges' panel session and a drone challenge before we sent two winners high above Westfield's atrium in their own space suit celebration stunt.
LSA Live was streamed live on YouTube and each of the 250 cadets were continuously pushing content to their social channels via the RFID technology as they ‘touched in and out’ of each activity. These scores, images, video and reactions all sent in real time to their already hyperactive social channels ensured we reached a massive audience online.
177,000 people saw the event by visiting Westfield London over the weekend and a further 18 million trend impressions and 7,100 tweet impressions in one day on Twitter resulted in LSA being featured in 28 pieces of coverage with a PR value in excess of £350,000.
10,000 people watched the live web stream of the event on YouTube with an average watch time of 14 minutes.