Star Wars taps YouTube trend, progressing fan frenzy surrounding toy release
Disney is jumping in on a current YouTube trend to promote merchandise from the newest installment of the cult classic Star Wars films in an attempt to further dramatize the unveiling of its line of toys.
The collection accompanying the Star Wars film will be unveiled globally via a live stream on YouTube, replicating a popular trend on the video-sharing application, in which users unbox packaged toys. Disney is attempting to further capitalize on the hype surrounding the release of the merchandise, as well as the film itself, proving that this type of unique marketing is ideal for the brand.
"With the emergence of mobile apps like Snapchat and Periscope, live video is becoming more and more prevalent in every organization?s marketing mix," said Justin Kaiser, social media strategist at Metia. "It is only natural for Disney to take their live-stream capabilities to YouTube, and this unboxing is a terrific example of real-time video marketing.
"While Snapchat and Periscope may deserve more consideration from a live video perspective, one advantage YouTube has is built-in analytical capabilities," he said.
"One thing to keep in mind is many live video feeds are viewed after the fact. So while discussing current events, realize some of the views will come hours, days, weeks, or even months later. This comes into play with offers, promotions, or other real-time situations or unintended correlations."
High stakes game
The stakes are high for the upcoming release of the newest Star Wars film and the toy merchandise, as these films have an immensely loyal following that spans generations.
Similar to a midnight showing for films, Disney is releasing the collection in stores at midnight and sharing the experience through YouTube simultaneously.
The videos will feature popular Internet celebrities such as EvanTubeHD, Bratayley, ExpCaseros and AlexBy11. The big-name YouTube users will unwrap the toys and provide commentary showcasing their excitement for the big event.
The Star Wars unboxing streams will take place in multiple countries around the world, starting with Australia and ending with a grand finale in San Francisco at Lucasfilm, the original studio behind the films. The feeds will begin the morning of Sept. 3 Australian local time.
This will be the first Star Wars film released under the Disney brand, as LucasFilm and many fans are at the edge of their seats, interested to see how these films will turn out. The film and the toys themselves tap into a feeling of nostalgia for consumers, and their impending releases are widely discussed through social media.
Star Wars is releasing apparel along with the toys
Star Wars is releasing apparel along with the toys
Disney is keen to tap into this hysteria, as well as the popular YouTube trend. The live streams bring the brand and its fans closer together, developing a deeper connection, as well as publicize the toys and the films? imminent launches.
Disney mobile efforts
The Disney brand is no stranger to jumping on mobile trends. For instance, the brand recently forayed into the selfie trend.
Walt Disney World introduced a number of new characters to its photo-generator application following a successful earlier launch with more than 21 million images created, in a move to increase engagement and further encourage fans to have fun with the brand (see more).
Also, made-to-order sandwich chain Subway Restaurants leveraged a cross-partnership with Disney/Pixar for a new kids application, suggesting that food and beverage brands should team up with entertainment marketers for exclusive mobile content (see more).
"Unboxing is a manufactured way to build awareness and excitement, provided someone wants to see what is in the box," said said Jeff Hasen, cofounder of Gotta Mobilize, Seattle, WA. "The global nature of this campaign relies heavily on mobile, given the increasing number of YouTube views on mobile, as well as brand dollars spent there.
"Then you throw in the appeal to many of Star Wars and you have the ingredients for success," he said. "It also speaks to personalization.
"I, for one, have no interest in Star Wars properties, so any marketing dollars spent on me and others like me would be a waste."
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer
Brielle Jaekel is editorial assistant at Mobile Marketer
