“The Force marketing integration is strong with this one. This is the perfect makeup collection for girls who like Star Wars, but not enough to realize this is nothing to do with Star Wars.”
…the Disney/Star Wars marketing machine and its brand partners have been in creative overdrive the past few months leading up to Episode VII – The Force Awaken’s pre-release on December 17th.
Here’s a Foxie roundup of Team Star Wars’s best digital marketing tactics to date:
#5 – The SNL Parody
As is the case with most SNL sketches, this one has some funnies and some duds.
But in less than 2 weeks, it’s garnered 2.4 million views on YouTube, which is above average for SNL. Though not as epic as their brilliant Adele Hello parody, which has racked up over 11.2 million views.
#4 – The Ol Skool and New Skool Movie FXs
A month out from the film’s debut, the interactive studio of Star Wars director J.J. Abram’s Bad Robot production company, added an exclusive Star Wars FX pack to its Action Movie iTunes app.
The FX pack was developed by the VFX and sound design teams that worked on the film itself, and it includes 3 ol skool effects from the original trilogy—Vader’s Revenge, Lightsaber Fight and AT-AT Smash—as well as 4 new skool effects from the new movie—Falcon Battle, BB-8 Spark, BB-8 Escape and BB-8 Surprise.
And the warm and fuzzy part of it all?
100% of proceeds from the Star Wars FX pack will go towards UNICEF Kid Power. Cause marketing, anyone!
#3 – The Hippie Trippie Movie Poster
The Shangri-La of digital marketing is when your branded content begets user-generated content (UGC).
French artist, JaJa Poupou, added all kinds of awesome to the Force Awakens’s official poster—including a light saber in need of Viagra 😉
And in just a few short days, Poupou’s creation has gone full viral with thousands of views and an honorable mention on Wired.com.
— Jaja Poupou (@jajapoupou) December 1, 2015
#2 – The Photo Awakening
It’s been a while, but we must not forget the photo seen ’round the world within moments of being posted on StarWars.com on April 29, 2014.
You know… the photo of a table reading that revealed the cast of the film, and featured R2-D2 coming out of retirement?
Not only did this single black-and-white photo work Star Wars fans into one helluva tizzy; but it also garnered Disney millions of dollars in free PR—via coverage on pretty much all major news outlets—more than a year and half before the film’s release!
#1 – The SERP Easter Egg
Though Google’s “Awaken the Force Within – Choose a Side” campaign is noteworthy, in that it gives you the ability to skin your entire Gmail, Google+, Google Maps, et. al., accounts to be either the Dark Side or the Light Side…
What’s even more impressive is the easter egg of an SERP that happens when you conduct a Google search for “a long time ago in a galaxy far far away.”