Chapter 920 Hungry and Rogue Marketing
At present, Star Wars: The Force Awakens has seven major global partner brands. The industries range from beauty, breakfast, fast food to telecommunications and digital. These partners have also launched limited edition products with Star Wars theme early, making Star Wars from scratch Armed to the feet.
Star Wars on the face: Covergirl, a beauty brand under Procter \u0026 Gamble, has launched a series of Star Wars-themed makeup, and printed the Star Wars Logo and some lines from the film, such as Light and Darkness, which side are you on? Printed on the packaging .
Star Wars on the wrist - watch brand Devon launched a limited edition Star Wars watch, the material of the watch comes from the US aerospace industry, only 500 pieces are sold worldwide, and the price is as high as 285,000 US dollars.
Star Wars on Feet – The footwear brand is arming the collection with adidas launching a limited-edition, wearable Star Wars sneaker from UK-based shoe label Irregular. Choice even came out with Death. Star heels and R2-D2 shoes, which also feature interactive sound components and light effects.
Star Wars that can be eaten - Nescafé now also sells Star Wars-themed coffee companion cream, and uses the light and dark sides of the film as a selling point. In the description on Nestle's official website, it recommends: Coffee Mate's Star Wars-themed cream takes the limited-edition espresso chocolate to the limit, and you can indulge in dark powers.
The Rosenberg family's Santa Fe ad agency has also gotten into the promotion business, teaming up with Lucasfilm for a series of new ads -- and if a Star Wars character were to run, the results would be how? And made a new Star Wars movie consisting of a series of advertisements. The protagonists of the advertisements are the characters in Star Wars, such as Chewbacca, Han Solo, etc., but the plot is an imitation of some classic campaign advertisements. It's a tribute to Star Wars.
Like Chewbacca running with Han Solo, repeating 3a.m, an ad from Hillary Clinton's 2008 campaign; in another, Darth Vader from Star Wars. Incarnation of former US President Reagan, re-interpretation of his 1984 campaign Morning. in. America and so on.
All events related to Star Wars: The Force Awakens have one purpose - focus, no spoilers!
The mighty marketing campaign of Star Wars 7 has almost no dead ends. Of course, Duke, who has endless marketing ideas, will not stop at these. Also deliberately made a viral video Baby's Reaction to Watching \u0026amp;lt;Star Wars 7\u0026amp;gt; Leaked Footage, in which the baby opened his mouth wide in surprise, which can easily arouse people's curiosity. The share above immediately gained nearly ten million hits.
Not only that, Lucasfilm has also spent a huge amount of money to create a complete set of peripheral marketing for the movie. From the movie's official website starwars, you can see news, TV shows, communities, mobile games, Apps, etc. Everything is available.
Offline, in order to satisfy fans of nerds and nerds, Harrison Ford, Carrie Fisher, and Mark Hamill, three heavyweight main creators, also continue to attend various events to stand for new movies.
However, after watching so many scenes or huge or warm promotional materials, the audience has not been spoiled at all. It is only known that Luke Skywalker is missing from all the promotional materials, so the whole story line is only around looking for him, and what stories each character has experienced has successfully attracted the attention of the audience.
And in the material, who exactly filled Luke's position magnificently? It is the new robot cute pet BB-8 in the movie. Although the new protagonist in this material is small in size, he has achieved a counterattack. Definitely became a well-known big character in the Star Wars series.
Duke knows very well that only by selling cute products can he make a lot of money in Asia, which is a big ticket warehouse.
Such an all-round, focused, and close marketing can be completely transformed into the motivation for fans to frantically buy tickets after the show opens.
With the emotional brand of cultivating fans and overwhelming publicity and marketing promotion. Coupled with the brand effect of Duke and Star Wars, Star Wars: The Force Awakens really wants to make North American audiences who have been whetted with appetite want to watch it. It can basically be summed up as a hungry and rogue marketing.
Under the pressure of such strong public opinion, children in North America would not dare to go out without watching Star Wars 7.
However, Warner Bros., the distributor of the film, seems to be more excited than the fans. Warner Bros.'s marketing of Star Wars 7 is pervasive. Looking for products with the logo of Star Wars 7 has become the next step after finding the magic triangle. Another wave of social network treasure hunting.
In the Wal-Mart supermarket, Harris Dunn just took a photo with his iPhone, and immediately posted it on the instant sharing, and accompanied it with the title - look what I found, Star Wars mineral water!
On the opposite shelf, the mineral water printed with the heroine Rey of Star Wars: The Force Awakens and the villain Kylo Ren was placed there. Harris Dunn took two bottles and put them in his push On the car, it's not that he doesn't want to buy more, but that there are too many products related to Star Wars, and he can't just buy one.
Harris Dunn aimed the camera of his mobile phone at the shelf opposite the mineral water again. After taking the picture and posting it on the instant sharing, he took two bottles and whispered while walking along the trolley, R2-D2 and C-3PO coffee and Mate, Xie Er's favorite.
Walking to the home appliance area, Harris Dunn found a manufacturer engaged in activities, hurried over to take a look, after thinking about it, gave up the plan to buy, after all, he was going to line up to order Star Wars: The Force Awakening seat, you can't take a Millennium Falcon electric baking pan with you, right?
Going forward, Harris Dunn almost took a step and took a photo, and then uploaded a photo to the instant sharing, because there are countless products related to Star Wars.
In the home appliance area, there is also a Moleskine Star Wars limited edition notebook. The limited edition notebook cover, girdle, and title page all have Star Wars-related theme elements, and a large number of limited edition stickers are also included.
Going forward, he saw the Star Wars character-shaped refrigerator launched by Haier Asia International Company. This is not only a refrigerator based on R2-D2, but also has the function of a robot, which is full of style.
Harris? Dunn would like to buy one, but the time is not right now, so I can only come later.
However, he still chose one product from the home appliance section, Sony Electronics' Darth Vader Edition PS4 game console.
As for the Darth Vader head toaster on the opposite side, Harris Dunn could only temporarily choose to give it up for the sake of his wallet. Although there will be the sound of Darth Vader's breathing during the toasting process, it is not a necessity for him at the moment.
Leaving the appliance area, Harris Dunn passed by the cosmetics area and saw the Star Wars mascara, which is a standard lightsaber shape, but I don’t know if it can emit laser light after brushing it?
With this in mind, he walked into the toy and clothing area, and the first thing he saw was the Star Wars series of Lego toys. The exhibition area of the Japanese brand Uniqlo next to him was full of Star Wars-themed T-shirts, which made people dazzled. .
After choosing a T-shirt with BB-8 printed on it, Harris Dunn walked towards the cash register. When passing by the shoe cabinet sales area, he deliberately stopped to take a few photos, then clicked on instant sharing, uploaded photos and theme.
UGG snow boots - the theme of Star Wars and the shape of UGG itself have a sense of 'cold cuteness'.
Irregular. Choice 14 Star Wars-themed high heels - mixed with various Star Wars elements, not only to give full marks to the designer's imagination, but also to give full marks to the courage of the girls who wear these shoes!
When approaching the checkout area, Harris Dunn also saw the oranges in the Star Wars package, and couldn't help but marvel, Star Wars oranges... I'm sorry I didn't understand the mystery.
After checking out, he left Wal-Mart and walked to the main entrance of Wal-Mart. Harris Dunn saw the advertisement of United Airlines, the largest airline in the United States. The Boeing airliner on the advertisement was very eye-catching, and the entire fuselage was covered by robots R2-D2 and STARWARS. surrounded by elements.
After taking photos of the ad, Harris Dunn opened the Uber mobile app because he didn’t drive, and booked a special car. When he was standing in front of Wal-Mart, he had just uploaded the photos, and the Uber car he had booked had already arrived.
Harris Dunn didn't get in the car immediately, but took a photo of the special car first, because this is also a Star Wars special car, and the exterior of the special car has been painted to look like a white stormtrooper...
Sitting in the car, turning out of the block where the Wal-Mart supermarket is located, Harris Dunn came to one of the busiest intersections in Los Angeles, then immediately raised the camera in his hand, and took another quick shot.
Because even the traffic signs are Star Wars - road rage friends, you are on a journey to the dark side of the force!
It has to be said that the promotion and marketing of Warner Bros. and Lucasfilm can only be described as frenzied.
Along the way, Harris Dunn couldn't remember how many times he took too many photos and sent them for instant sharing. By the time he arrived at the Chinese Theater in Hollywood, his phone had already warned that the battery was low. Fortunately, he was well prepared. , has prepared a backup power supply.
Harris Dunn came to the Chinese Theater in Hollywood to reserve seats for Star Wars: The Force Awakens. Although he already had movie tickets booked on the Internet, there are almost no specific movie tickets in the United States. Seat number, but the seat is first come, first served. In order to grab the best seat to watch Star Wars: The Force Awakens, he had to rush over in advance and line up.
At this time, there are still five days before the release of Star Wars: The Force Awakens!
But Harris Dunne didn't feel anything wrong, and Duke Rosenberg and Star Wars were definitely worth it.
What's more, when he saw the situation in front of the Chinese Theater in Hollywood, Harris Dunn knew that he was a bit late.
Hundreds of Star Wars fans have already set up tents outside the Chinese Theater in Hollywood. After receiving the tents reserved online, Harris Dunn also communicated with some of them. The first people who came to set up tents and line up were ten Came here two days ago! (to be continued ^)