In this blog, we take a closer look at the most popular sci-fi franchise in our galaxy and ask the question – what can we learn from Star Wars VII’s digital marketing campaign?
1.Throwback to great content
The hashtag #throwbackthursday is about posting a cool, nostalgic, shareable image relevant to your brand that is capable of generating excitement in your audience. Star Wars recently posted a classic image from the original film series depicting Darth Vader being lint rolled on set on their Instagram, which hit a staggering 54.1K likes in just 24 hours!
Image Source: https://instagram.com/p/4pMnzBs_XY/
This just goes to show, if you are building up to the unveiling of a new product or service, it pays to throw back to relevant, popular content and encourage your audience to share.
2.Reveal your content, piece by piece
While Disney bought the rights to Lucasfilm in 2012, fans began to speculate about the possibility of a new film. Star Wars’ newest title ‘Episode VII: The Force Awakens’ wasn’t revealed until November 2014 – which, unsurprisingly, caused shockwaves across the World Wide Web. Keep your biggest reveal close to your chest and unveiling it piece by piece and your audience will be left wanting more.
3.Keep up with your audience’s queries
Star Wars creator Lucasfilm are second to none when it comes to keeping up with their audience’s desires. Six social media networks are continuously updated with new and exciting morsels of information, enough to satisfy the most hardcore of fans. Leveling up their social media, Lucasfilm employees even respond to hand-written letters, delighting aspiring Jedis of all ages.
One of these was 7-year-old Colin Gilpatric, who has autism. Having been disappointed to read that Jedi Knights can’t marry, Colin decided to write to Lucasfilm to share his feelings. To Colin’s amazement, he received a reply in Jedi-speak, explaining that Jedis can indeed marry in some circumstances.
These impressive lengths to engage directly with the audience through multiple channels help Lucasfilm create that extra buzz of excitement and inspire loyalty in fans around the world.
4. Challenge any untoward behaviour with a dose of humour
J.J. Abrams, Director of Episode VII, wasn’t too happy after photos of the new set, showing the Millennium Falcon, were leaked. Taking to Twitter to condemn the leak, he also revealed ‘Holochess’, a game of chess in which the Wookie must always win, hinting at the return of Star Wars’ most lovable character, Chewbacca.
5.Engage your audience with competitions
Star Wars USA recently announced an official Rebel Season Two Fan Art Contest, encouraging fans to submit artwork featuring their favourite Star Wars heroes, villains and creatures for the chance to win packs of merchandise. Although asking customers to share and enter competitions might seem a little ‘retro’, it remains a super effective way of giving fans an input and making them feel like a meaningful part of the brand.
6.Reaffirm that good things come to those who wait
While Disney bought the rights to Lucasfilm in 2012, fans began to speculate about the possibility of a new film. Star Wars’ newest title ‘Episode VII: The Force Awakens’ wasn’t revealed until November 2014 – which, unsurprisingly, caused shockwaves across the World Wide Web. Keep your biggest reveal close to your chest and unveiling it piece by piece and your audience will be left wanting more.
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