Sebastian D. Marcu & Ryan Laird IAC 2015 | 15.10.2015

Rosetta & Philae

captivating the and of a global audience

Once upon a time… October 2013

ROSETTA CARTOON!

20. January 2014

#RosettaAreWeThereYet

© Mathilde Faure

#CometLanding

#WakeUpRose,a!#Rose,aAreWeThereYet!

#CometLanding!

Twi,er!follower!growth!count!@ESA_Rose,a.!Credit:!ESA.!!

Social Media Growth

Anthropomorphism

I'm in interstellar space & you make me feel like a star. Thanks for the #launchiversary wishes! I left Earth 37 years ago today. — NASA Voyager (@NASAVoyager)

September 5, 2014!

Oh No!! I'm going to be creating a new crater on Mercury? Hum.. This should be interesting. — MESSENGER (@MESSENGER2011)

April 16, 2015

“The sun has fallen, and the temperature is dropping so quickly...to tell you all a secret, I don't feel that sad. I was just in my own adventure story - and like every hero, I encountered a small problem." "Goodnight, Earth. Goodnight, humanity.” — Yutu rover (“Jade Rabbit”) on Weibo

"Tiangong, my lover, for the arrival of this moment -- wait for me. I'm coming.” — “Lovers’ Talk”, Tianfu Zaobao, a Sichuan-based daily.

"If we compare the space docking mission with the pact of a pair of lovers deeply in love, it will be the most romantic story of the season.” — Xinhua (Chinese News)

Storytelling

Transmedia Storytelling

ROSETTA: “OK @Philae2014, I’m getting lined up

with #67P, are you ready to jump? #CometLanding”

PHILAE: “Ready when you are, @ESA_Rosetta.

Give me a little nudge? #cometlanding”

ROSETTA: “Standby for separation @philae2014…

#CometLanding”

ROSETTA: “How are you feeling @philae2014?

#CometLanding”

PHILAE: “.@ESA_Rosetta WOW! I feel like I’m floating! And #67P is closer and closer…. #CometLanding”

ROSETTA: “@Philae2014 :) My back is chilly now you’ve left, but I’m in a better position to watch you now. Send me a postcard! #CometLanding”

Empathy

Fantasy Scale (FS): fantasy element of the fictional characters

Empathic Concern (EC): concern for wellbeing of the spacecraft

Perspective Taking (PT): perspective of our audience relating to the spacecraft

Personal Distress (PD): feeling of distress for the Philae lander

•  A total of 321 respondents •  53% male, 47% female •  A mix of all ages •  Bias towards science-related/

space background

How did the public perceive the Rosetta cartoon characters?

Recommendations •  Mission planning with storytelling •  Empathy throug anthropomorphism •  Engagement through transmedia

Sebastian D. Marcu & Ryan Laird IAC 2015 | 15.10.2015