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Star Wars: The Force Awakens 2015 Social Trends and Analysis
TOTAL POST VOLUME Mentions of Star Wars over the last 7 days 1,037,765 4.1B Twitter impressions over the last 7 days +78.1% post volume increase from the previous week (Dec 7th – 14th, 2015)
PARTNERED BRANDS Walt Disney Co. partnered with 7 brands to promote the film 396M Twitter impressions over the last 7 days Conversation increased +4.5% over the previous week 10.3K Brand Mentions
#THEORYWARS Verizon was discussed the most among other partnered brands due to its social media campaign that asked people to share their top fan theories about the plot of “Star Wars: The Force Awakens” using #TheoryWars With over 5K mentions of #TheoryWars, fans were most interested in trying to predict the actions of Chewbacca (23.7%) and Han Solo (23.1%) #TheoryWars generated over 120M Twitter impressions over the last 7 days
NETWORK DEMOGRAPHICS Males mentioned Star Wars more than females, with the most common age group being 25-34 years old 57.1% 42.9% Disney is the parent company of ESPN and ABC. Promotional spots for Star Wars appeared on ESPN’s “Monday Night Football” and “SportsCenter”, as well as on ABC’s “Good Morning America” and “Jimmy Kimmel Live”
DECEMBER MOVIE RELEASES Star Wars completely dominated the conversation around the top 5 new movie releases in December, accounting for 91.6% of the volume 93.6% of Star Wars mentions occurred on Twitter Star Wars was mentioned 992.1% more than the other top 5 movies in December
TOP HASHTAGS 227K #StarWars #TheForceAwakens #5SOSAwakens 109K 7.2K