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IMPACT+ Managing Director, 10+ Years of Sales & Marketing Experience, 12+ Years of Development Experience, 14+ Years of Project Management Expertise
December 29th, 2015
If you’ve been awake for more than 15 minutes over the last three months, you’ve seen something Star Wars related.
The fan-favorite franchise is back with the newest installation, The Force Awakens, and that has provided companies and brands with an invaluable opportunity to newsjack Star Wars to promote products, sales, and get recognition.
As a Star Wars geek myself, it’s only right that I hope on the proverbial bandwagon (or Slave I, whichever you prefer).
If you’re not familiar with the term Newsjacking, David Meerman Scott defines it as, “...the art and science of injecting your ideas into a breaking news story so you and your ideas get noticed.”
Basically, taking any relevant trend or news story and putting your own spin on it so that you get some recognition.
So in a nutshell, my article on newsjacking Star Wars, is actually newsjacking Star Wars...make sense?
Let’s get to the brands using Star Wars in their marketing to Force Push themselves into the spotlight.
I love what Pinkberry did with their promo image from this email shared with me by our Content Marketing Manager, Ramona. By using the iconographic typeface, you immediately know that something Star Wars is in front of you.
The punny messaging is also great; using The Light Side and The Dark Side for vanilla and chocolate flavors was an awesome touch.
Not that Google needs a marketing boost, or extra traffic, but they jumped on the bandwagon nonetheless with their “Awaken The Force Within” campaign. In this campaign, they allow users to choose their side, which then changes your Google experience in every application.
From small changes like your loading bar becoming a lightsaber, to the car icon in Google Maps being either an X-Wing or Tie Fighter, Google definitely hit the mark with this promo.
Target’s Share the Force campaign is brilliant for a few reasons. Not only are they flying an X-Wing directly into fan’ hearts, they’re putting themselves at the forefront of the conversation by creating an interactive experience for die-hard fans and newcomers alike.
Explore their new tie in website and share your favorite Star Wars moments.
Yup, Covergirl is getting in on the Star Wars hype too -- because even girls need to get their geek on.
The cosmetic brand is did a great job with their line of Star Wars-inspired makeup, injecting themselves into a conversation many would never imagine them being involved in.
While most likely a cobranded effort, this does a phenomenal job of catering to Star Wars fans while still remaining relevant to their brand and offering. The exclusive line includes colors with Star Wars-themed names like Red Revenge, Speed of Light and Nemesis.
They found 234 million interactions based around Star Wars (which I’m sure has probably doubled since they’ve done their research) and put it into an awesome infographic.
Bonus: Check out these Star Wars puns cleverly placed by Sian Welby in UK’s Channel 5 weather broadcast. The video is currently at over 3.1 Million views!
Key Takeaway: Make Your Message Resonate
By aligning your brand’s ideas with breaking news, you’ll be able to elevate your company and gain awareness you may have not gotten otherwise.
Creating a message that capitalizes on these trends will help you resonate with your audience on a deeper level. It won’t just be the same the usual self-promotional content, it will be something that feels relevant and shows your personality and that is best way to earn customers, evangelists, and delight your existing fans.
May the Force Be With You.
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