It’s nearly Christmas and we’re doing our blogvent again, giving us a chance to talk about our favourite campaigns of the year. But really it gives me a chance to talk about Star Wars: The Force Awakens without repercussion.
If you spent the last year in a cave you might not have realised that Star Wars: The Force Awakens is out on the 17th December. This in itself is great news but rather than talking fan theories, what’s been really interesting is the way the campaign has kept the flames of interest alight (which were, admittedly, already fanning themselves).
There are two things that really impressed me about the campaign: one, the timeline they used to publish content and two, their social media presence.
1. Trailer Timeline
The first trailer was released in November last year and we didn’t see a new one until this April! During that time we had a few leaks and fan theories but nothing to really fill our appetites. The next thing we knew we had two new trailers in a week and then more TV spots and teasers for the next couple of weeks after that. It was like being fed just enough to keep you going and then being invited to a banquet!
There are only so many trailers you can release before you ruin the plot of the movie so the social and traditional media surrounding the campaign had to be perfect. And it was…
The Star Wars Instagram and Twitter accounts are constantly updated with behind the scenes pictures and quirky never-seen-before footage and pictures from the previous films.
The traditional media campaign has also been handled with the same lightsaber precision as every other aspect. Again, little treats and easter eggs being drip fed to us. Images of the props used in the film and comment from George Lucas on the age old debate of “Greedo shoots first”. Keeping our appetites subdued in between trailers.
All in all this has been a great campaign and even though it is Star Wars and this campaign was always going to be huge they’ve managed to keep everyone on the edge of their seat for almost a year. It’s a great example of how you can keep audiences interested for a long time by working out just how much is enough.