Disney Taps Into The Force For ‘Star Wars’ Marketing

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THE STAR WARS MARKETING MACHINE GOES INTO HYPERSPACE. Star Wars, one of the most beloved and enduring franchises, spans almost 40 years. The latest incarnations of the Star Wars’ Universe, including toys, video games, and the December 18th release of The Force Awakens, show that the Force is still very much with the decades-old Star Wars’ marketing machine. September 4th, 2015 was renamed Force Friday by order of the New Republic, to commemorate the newest products inspired by Star Wars: The Force Awakens. Force Friday was all about the hot, new products, while Prime Day was about discounts and deals of the tried and true. While Prime Day may have produced more social mentions, The Force was strong with Force Friday, with fans excited about the new offerings. Two-thirds of social buzz was positive (65% Joy, Admiration, & Surprise), compared to only 50% for Prime Day. 300K 65% 50% 215K FORCE FRIDAY PRIME DAY Building on Force Friday, the marketing machine brought out in October the beta of Star Wars Battlefront, a video game developed by DICE and published by Electronic Arts. Emotions ran high during the 7-day Battlefront beta October 7th–13th. The beta showed 51% Joy and Admiration, and 25% Sadness, with much of the sadness due to fans who missed the window, or those mourning the beta’s short duration. Positivity dominated its release day, with gamers enthralled with the immersive experience (55% Joy and Admiration, 26% Sadness). 51% 25% Star Wars-related shopping kicked off on Force Friday, with Black Friday beating it by 46% and Cyber Monday by 15% (in terms of units sold online). BLACK FRIDAY 300% FORCE FRIDAY CYBER MONDAY UNITS SOLD 200% INDEXED AVERAGE DAY (SEPT-NOV 2015) 100% SEPT 1 NOV 30 Brands benefiting the most from holiday product sales and early movie buzz: DISNEY LEGO SONY ELECTRONIC ARTS 20TH CENTURY FOX Star Wars engaged the Hyperdrive on Oct 19th, with the “Official” Force Awakens Trailer. Social mentions of the movie leapt over 2000%. Ever since, we’ve been bombarded with new bits of the movie doled out, including movie posters, international trailers, TV spots, etc. 2,000% OCT 1 NOV 16 OCT 19 Social emotion has shifted with each additional trailer. The teaser trailers brought on questions and worry—#whereisluke and “which of my beloved characters are going to die?” Sadness and questions turned into Joy and Admiration with the official trailer, and positivity built even further with the premiere of the international trailer. TEASER TRAILER 1 INTERNATIONAL TRAILER SADNESS JOY ADMIRATION Each move has been carefully crafted and executed to feed our addiction for everything Star Wars, and to capture our hearts for decades more. To paraphrase the great Han Solo, “marketing… ain’t like dusting crops boy, without precise calculations we’d fly right through a star or bounce too close to a supernova, and that would end your trip real quick.” We couldn’t have said it better ourselves, General Solo. ADOBE DIGITAL INDEX METHODOLOGY: Based on analysis of aggregated and anonymous data of consumer data comprising of 15M visits between September and November 2015. Composed of aggregated and anonymous data from visits to websites in multiple industries and segments. Report based on 6+ Million engagements (mentions, likes, shares, “official” page likes and followers.) Blogs, Facebook, G+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube. Social engagements is publically available based on a aggregate total. Star Wars: TM & © Lucasfilm Ltd. All Rights Reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. © 2015 Adobe Systems Incorporated. All rights reserved.

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