Dive Brief:
- Google worked with Lucasfilm and Disney to build google.com/starwars where users can choose the light or dark side to have their Google experience Gmail, Google Maps and Chrome transform to reflect their chosen "Force" path.
- "Star Wars" is expected to drive $2 billion in retail sales through the end of the year.
- In October, toy maker Sphero ran a Snapchat campaign that helped sell out a new $150 "Star Wars" robot toy in hours.
Dive Insight:
Calling "Star Wars" fans: Google wants to let you transform your user experience from Gmail to Chrome with its #ChooseYourSide campaign.
In a blog post, Google explained the thinking behind the campaign, “We reached out to our friends at Lucasfilm and Disney, and since then we’ve been working together on building google.com/starwars. It's a place for fans, by fans, and starting today you can choose the light or the dark side, and then watch your favorite Google apps like Gmail, Google Maps, YouTube, Chrome and many more transform to reflect your path. And that's just the beginning. We've got more coming between now and opening night—the Millennium Falcon in all its (virtual reality) glory included, so stay tuned. And we've hidden a few easter eggs, too. So awaken the Force within, and be on the lookout for things from a long time ago in a galaxy far, far away… “
"Star Wars" marketing is heating up in advance of the new film, “Star Wars: The Force Awakens,” with retailers such as Toy R Us, Target and Walmart already running “Force Friday” events, and with the expectations that "Star Wars" will drive $2 billion in sales through the end of the year.
