Disney and Lucasfilm are partnering with several big brands—from CoverGirl to Duracell—and creating some powerful campaigns that reach their broad target audiences.
Star Wars: The Force Awakens is the seventh movie in the blockbuster franchise that spans generations. And with this wide-ranging audience comes the opportunity for some great marketing—from print to video to cereal boxes. Here are some of the innovative ways that Star Wars is hoping to connect with its audience and fill the universe with fans of all ages.
This Cover Girl print advertising promo, featured in the pages of Vogue, showcases metallic lipsticks and vampy nail polishes, and invitation from Star Wars to choose The Light Side or The Dark Side. The limited edition, uber-trendy shades and futuristic imagery speaks to Millennials, fashionistas, and even Gen X moms who are unapologetic fangirls. Proof that print campaigns are a powerful way to reach a diverse audience.
Also asking consumers to choose sides is General Mills, who launched their Star Wars Cereal in June. Limited edition packaging, featuring iconic foes Yoda and Darth Vader, bring The Force to your breakfast table. General Mills is also including collectible Star Wars figurines in its other popular brands, including Cinnamon Toast Crunch, Trix, and Cheerios. The campaign is sure to appeal to kids, many of whom weren’t event born when the prequels were released, as well as to collectors of all ages.
With this amazing commercial, The Battle for Christmas Morning, Duracell shows that the most important thing they power is imagination. Collaboration with Disney, Lucasfilm and Industrial Light & Magic ensures that this exciting ad is authentic, and speaks to fans of all ages, complete with light sabers, star destroyers and TIE fighters, and a couple of our favorite droids.
Another Star Wars brand partner, Verizon, launched this Halloween commercial, featuring their tech toys helping some Star Wars-clad trick-or-treaters navigate their neighborhoods. Another campaign that speaks to a broad audience of tech geeks and movie nerds, the fun and funny commercial was a hit with consumers.
With plans to continue to roll out products before and after Star Wars: The Force Awakens, these brands, and others, are poised to capitalize on one of the most popular franchises in movie history. And they’re proving that there are many ways to connect with audiences big and small, including magazines, CPG, and commercials.
In a world where innovation rules, print advertising is still a significant and important piece of the media mix. Contact us to learn how our targeted print advertising networks can drive significant awareness for your brand.
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