Mission Wildlife is a research collaboration between San Diego Zoo Global and the MIT Center for Civic Media to explore the potential for interactive technologies in conservation education. In particular, we used augmented reality (AR) to focus visitors’ attention towards survival threats to endangered species. The project was deployed during the 100th anniversary year (2016) of the San Diego Zoo. Visitors competed against each other to trigger 3D animations from animal signage in the zoo and shared results on social media to spread awareness about conservation issues. This case study demonstrates how AR can be tied to efforts to expand awareness of social issues.