What Your Business Can Learn from Star Wars’ Marketing Campaign
Social Media Week is a leading news platform and worldwide conference that curates and shares the best ideas and insights into social media and technology's impact on business, society, and culture.
Star Wars is the hottest movie in the nation right now, and this next series of films may be the most popular ones yet. Star Wars is a franchise; they have built up a loyal following over time, and as a result, they seem destined to succeed no matter what. Still, the marketing efforts surrounding the newest movie was nothing short of brilliant, and they were able to get people hyped about seeing the film in theatres.
There are a number of points to remember from the Star Wars marketing strategy, even if your brand is not nearly as popular as this franchise (let’s face it, nobody’s is).
Use What Works
There have been several Star Wars movies in the past that received a lot of press. When The Phantom Menace was released in 1999, fans were unhappy with the progression of the series. Those that loved the originals made fun of the new movie. However, rather than focusing too much on what they did wrong, producers of this new film are making sure that fans realize that the movie is, in fact, new. It has a different director, introduces new characters and even has new villains. Therefore, they are essentially saying that it is important to move on and remember that this film is its own production.
However, the producers did not forget about what worked in the past. They are helping fans to reminisce by including some of their favorite characters from the original film; Carrie Fisher, Marc Hamill and Harrison Ford all reprise their roles as Princess Leia, Luke Skywalker and Hans Solo. Therefore, the new movie is tapping into what was successful without harping on what was not successful.
Think about your product for a moment. No matter what, you do not want to bring any negativity into your product launch. Do not focus on any failures that you have had in the past or any problems with your industry. Those mistakes are in the past. Instead, talk up the new product, letting others know why it is different than anything you have put out or anything that is currently on the market. At the same time, make sure your customers remember what they love about you and your brand.
Combine Experience with New Talent
Episode VII of Star Wars was written in conjunction with Lawrence Kasdan. He also worked on The Empire Strikes Back, a very popular movie in the series. While he has the experience, Daisy Ridley and John Boyega have the fresh talent. This actor and actress are new to the Star Wars franchise, depicting two new exciting characters.
Critically examine the team you have put together for your product launch. You are more likely to succeed if you have several people with experience that can lead the group as well as several new talents that are excited to be a part of the process and have innovative ideas.
Collaboration is Key
Many brands are terrified that their brand messaging will slip out of their control. However, it is important to remember that because of social media, no one really has control of anything. Rather than trying to hold onto control, think about working with consumers instead.
Fans actually came up with Star Wars Day. They decided it would be May 4, because it sounds very similar to the tagline “May the Force be with you.” The creators of Star Wars had nothing to do with this. However, they did not resist it and, in fact, they have embraced it. There is a May 4 section on their website. They also use social media to re-tweet and share information that fans post about the day.
Work with your consumers, and you never know what may come out of that collaborative process
The sheer size and volume of brands and businesses looking to jump aboard the Star Wars campaign is astonishing. Brands, private businesses and small companies have utilized this mania to jump on the bandwagon with everything from infographics to huge comedy sketches to bizarre merchandise.
Star Wars is a marketing enterprise and one that all of us can do a lot to learn from – so much so that Disney’s $4Bn dollar payment for the franchise already looks like small fry in terms of its real worth.
Watch SMW Live
SMW Insider is a premium video platform that streams more than 180+ hours of talks, presentations, and interviews from leading industry experts.
Write for Us
Interested in sharing your ideas and insights with the world? Become a SMW News contributor and reach 300k readers each month.