Movies’ out of home MVP: ‘Star Wars’ films
Disney uses fun forms of OOH to promote this year's 'Rogue One'
December 12, 2016
The latest movie in the “Star Wars” franchise opens this weekend, ending a months-long market blitz.
Ads for “Rogue One: A Star Wars Story” are all over TV and radio, of course, but Disney is also using out of home to help drive interest.
The studio has purchased lots of billboard inventory, but it’s using more creative forms of OOH as well, just as it did to successfully promote last year’s “The Force Awakens,” which was the first “Star Wars” movie in more than a decade.
Here is a look at a few fun OOH elements used to promote both “Rogue One” and “The Force Awakens.”
Using Twitter at movie theaters
Promoting new films in movie theater lobbies is nothing new, of course, but a new twist is adding integrating the promotion with Twitter.
Disney and Twitter teamed with National CineMedia to air “Rogue One” trailers on the company’s digital screen network in lobbies, which mixes in tweets posted by fans.
The campaign rolled out on Dec. 2 in 57 theaters across the country. It will run through Jan. 5. The campaign places “Rogue One”-related tweets on the digital screens, triggered by hashtags such as #RogueOne, #DeathStar, #StarWars and #StarWarsRogueOne.
Social media, including Twitter, is the new form of word-of-mouth. By adding fan tweets on top of “Rogue One” trailers, it gives the video ads an extra boost of authenticity to those who are already at the theater.
‘Rogue One’ takes over Gatwick Airport
Those traveling through Gatwick Airport–the UK’s second largest–can’t help but catch a bit of “Rogue One” fever.
The stunt ramps up inside the airport, near the World Duty Free store. There travelers see a full “Rogue One”-themed display, similar to something you might find at Comic-Con.
It includes an 8-foot tall K-2SO droid and a costume exhibit featuring outfits worn by the movie’s stars.
The stunt also features a virtual reality element where travelers can experience what it feels like to be a “Star Wars” fighter pilot.
Going digital in Times Square
It’s not unusual for blockbuster movies to pay the exorbitant fees for digital billboards in Times Square. But for “The Force Awakens,” Disney did something a bit different with its creative that caught people’s attention.
The gigantic billboards featured a single character. Four different images rotated through the digital board.
Because Lucasfilm had been so secretive about the plots and the characters in the movie, the boards caused a huge stir on social media, where people posted and reposted the images in the weeks leading up to the film’s release.
Storm Troopers at the Great Wall of China
Street teams were on hand to distribute red and blue light sabers, along with other “Star Wars”-branded goods.
The trailer for the movie was also projected on the wall itself.
Billboards turn shoppers into Jedis
The signs were designed to help people shop like a Jedi.
Anyone who has seen the “Star Wars” movies knows Jedis can use their minds and hand motions to manipulate nearby objects.
The in-store billboards mimicked that idea.
Users could wave their hands around to select various products they wanted to buy. The items were later waiting for the shoppers at a register before they exited the store.
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