The E-3 spacecraft were similar in design to the E-2A which had been used for the earlier Luna 3 mission.
However, they carried higher-resolution cameras, and were intended to make closer flybys.
The launch vehicle climbed to an altitude of about 200 meters before the imbalanced thrust caused it to pitch over, the remaining strap-ons breaking off and scattering in random directions.
Two of them plummeted to the ground while the third flew over the head of terrified spectators before impacting and exploding near the vehicle assembly building, shattering its windows.
The core stage continued flying for some distance until crashing into a salt lake about two kilometers from the pad.