v2 Chapter 920： Hungry and rogue marketing

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At present, "Star Wars: The Force Awakens" has seven global partner brands. The industries range from beauty, breakfast, fast food to telecommunications and digital. These partners have also launched limited-edition products with the Star Wars theme early, allowing Star Wars to "re-start" Armed to the feet".

Star Wars on the face: Covergirl, a beauty brand under P&G, launched a series of Star Wars-themed makeup, and printed the Star Wars logo and some lines in the film, such as "Light and darkness, which side are you on?" .

Star Wars on the wrist-The watch brand Devon has launched a limited edition Star Wars watch. The watch is made of materials from the US aerospace industry. Only 500 pieces are sold worldwide and the price is as high as 285,000 US dollars.

Star Wars on the feet-The shoe brand has armed the series to the feet. Adidas has launched a limited edition, wearable Star Wars sneaker from the British shoe brand Irregular. Choice even introduced Death. Star heel and R2-D2 shoes, these shoes also have interactive sound components and light effects.

Eatable Star Wars-Nescafe now also sells Star Wars-themed coffee mate cream, and uses the "light" and "dark" sides of the film as its selling points. In the description of Nestlé's official website, it recommends this: "coffee The partner’s Star Wars themed cream takes the limited edition Espresso chocolate to the extreme, and you can enjoy the power of darkness."

The Santa Fe advertising company of the Rosenberg family has also joined the promotion industry, cooperating with Lucasfilm to launch a series of new ads-if the characters in "Star Wars" come to the election, the result will be how? And made a new version of the Star Wars movie composed of a series of commercials. The protagonist of the commercial is the characters in "Star Wars", such as Chubacca, Han Solo, etc. The plot is an imitation of some classic campaign advertisements. Here comes a tribute to "Star Wars".

For example, Chubacka and Han Solo ran together, repeating an advertisement "3a.m" that Hillary Clinton used in the 2008 election campaign; in another advertisement, Darth Vader, the dark warrior in "Star Wars" Incarnate as the former President of the United States, Ronald Reagan, and reinterpreted his ".in. America" ​​during the 1984 campaign.

All activities related to "Star Wars: The Force Awakens" have one purpose-focus. No spoilers!

"Star Wars 7"'s mighty marketing offensive has almost no dead ends. Of course, Duke, who has endless marketing ideas, will not just stop there. He also heartily produced a viral video "Baby Kan<Star Wars 7& amp;gt;Leaking the response of the film", in which the baby opens his mouth in surprise. It can easily arouse people's curiosity. This video appeared on instant sharing and immediately received nearly 10 million views.

Not only that, Lucasfilm has also invested heavily in creating a complete set of peripheral marketing for the film, from the film’s official website starwars. You can see it in com, news, TV shows, communities, mobile games, apps, etc. Everything is available.

Offline, in order to satisfy the otaku otaku fans, the three heavyweight creators Harrison Ford, Kelly Fisher, and Mark Hamill also continue to attend various events and serve as new movie platforms.

However, after seeing so many scenes or huge or warm promotional materials, the audience was not spoiled at all. It was only from the absence of all the promotional materials that Luke Skywalker knew that he was missing, so the whole story line only revolves around Looking for what he unfolded, what story each character experienced successfully attracted the attention of the audience.

And in the material, who is exactly filling Luke's position? It is the new robot pet BB-8 in the movie, although the new protagonist in this material is small. However, he has achieved a counterattack and has definitely become a well-known "big" figure in the Star Wars series.

Duke knows very well that only by selling a good hand can he make good money in this big ticket warehouse in Asia.

Such all-round, focused, and tight-selling marketing can all be transformed into the motivation of fans to buy tickets after the opening of the painting.

With the emotional cards for cultivating fans and overwhelming publicity and marketing, coupled with the branding effects of Duke and Star Wars, "Star Wars: The Force Awakens" is really going to make North American audiences whose appetites have been stunned can't even watch it. , Can basically be summarized as hungry and rogue marketing.

Under the pressure of such strong public opinion, children in North America would not dare to go out without watching "Star Wars 7".

However, Warner Bros., the distributor of the film, seems more excited than the fans. Warner Bros.'s marketing of "Star Wars 7" is pervasive. Looking for products with the "Star Wars 7" logo around has become another wave of social network treasure hunts after the "search for the magic triangle".

In a Wal-Mart supermarket, Harris Dunn just took a photo with his Apple mobile phone and immediately posted it to instant sharing. It is also accompanied by a title like this-look what I found, Star Wars mineral water!

On the opposite shelf, the mineral water of the heroine Rey of "Star Wars: The Force Awakens" and the villain Kylo Ren are placed there. Harris Dunn took two bottles and put them on his push. On the car, it's not that he doesn't want to buy more, but that there are too many products related to Star Wars. He can't just buy one.

Harris Dunn pointed the camera of his phone at the shelf opposite to the mineral water. After taking the photo and sending it to the instant sharing, he took two bottles, pushed the cart and whispered while walking, "R2-D2 and C-3PO coffee and My partner, Xie Er's favorite."

When he walked to the home appliance area, Harris Dunn found that a manufacturer was engaged in activities, so he hurriedly took a look, and after thinking about it, he gave up his plan to buy. After all, he was going to queue up to order "Star Wars: The Force". You can’t take a "Millennium Falcon" electric baking pan with you in the seat of "Awakening"?

Moving on, Harris Dunn almost took one step at a time, and then uploaded a photo to the instant sharing, because there are so many products related to Star Wars.

In the home appliance area, there is also a Moleskine Star Wars limited edition notebook. The cover, waistband, and title page of the limited notebook have Star Wars-related theme elements, and a large number of limited edition stickers are also included.

Going further, he saw the Star Wars character-shaped refrigerator launched by Haier Asia International. This is not only an R2-D2 refrigerator, but also takes into account the functions of a robot, which is full.

Harris Dunn wanted to buy one, but the time is not right now and he can only come back later.

However, he still chose the same product from the home appliance area, Sony Electronics' "Dass Vader Edition" PS4 game console.

As for the toaster with the black warrior head on the opposite side, Harris Dunn could only give up temporarily for the sake of his wallet. Although Darth Vader breathed during the roasting process, it was not his necessity at present.

Leaving the home appliance area, Harris Dunn passed by the cosmetics area and saw the Star Wars mascara, which is a standard lightsaber shape, but I don’t know if it can emit laser light after applying it.

With this idea, he walked into the toy and clothing area. The first thing he saw was the Star Wars series of Lego toys. The exhibition area of ​​the Japanese brand Uniqlo next to it was filled with Star Wars-themed T-shirts, which dazzled people. .

Choosing a T-shirt with BB-8 printed on it, Harris Dunn walked towards the checkout counter. When passing by the shoe store area, he stopped to take a few photos, and then clicked to share instantly, upload photos and theme.

"UGG snow boots-Star Wars theme plus UGG's own styling has a sense of'cold and cute' that is visual.

"Irregular. Choice 14 Star Wars-themed high-heeled shoes-mixed with various Star Wars elements, not only want to give the designer a perfect score, but also want to give the girls who wear these shoes a perfect score!"

When approaching the cashier area, Harris Dunn also saw the oranges in the Star Wars packaging, and couldn't help but exclaim, "Star Wars oranges...forgive me for not understanding the mystery."

After checking out, I left Wal-Mart and walked to the main entrance of Wal-Mart. Harris Dunn saw the advertisement of United Airlines, the largest airline in the United States. The Boeing airliner on the advertisement was very eye-catching. The entire fuselage was covered by robots R2-D2 and STARWARS. Surrounded by elements.

After taking the photo for the advertisement, Harris Dunn opened the Uber mobile app because he didn't drive, and asked for a special car. When he was standing at the door of Wal-Mart, he had just uploaded the photo, and the appointed Uber car had already arrived.

Harris Dunn did not get into the car immediately, but took a photo of the special car first, because this is also a special Star Wars car, the appearance of the special car has been painted like a white stormtrooper...

Sitting in the car and turning out of the neighborhood where the Wal-Mart Supermarket was located, Harris Dunn came to one of the busiest traffic intersections in Los Angeles, then immediately raised the camera in his hand and took another snap shot.

Because even the traffic signs have become star wars-friends of Road Fury, you are embarking on a journey to the dark side of the Force!

It has to be said that the promotion and marketing of Warner Bros. and Lucasfilm can only be described as panic.

Along the way, Harris Dunn couldn’t remember how many times he took too many photos and shared them instantly. When he rushed to the Chinese Theater in Hollywood, the phone had warned that the battery was low. Fortunately, he was prepared. , A backup power supply has been prepared.

Harris Dunn came to the Chinese Theater in Hollywood to book a seat in "Star Wars: The Force Awakens". Although he had already booked movie tickets on the Internet, there were almost no specific movie tickets in the United States. The seat number is on a first-come, first-served basis. In order to get the best position to watch "Star Wars: The Force Awakens", he had to rush over to queue in advance.

At this time, there are still five days before the release of "Star Wars: The Force Awakens"!

But Harris Dunn didn't think anything was wrong. The two names of Duke Rosenberg and Star Wars were definitely worthy of him.

What's more, when seeing the situation in front of the Chinese Theater in Hollywood, Harris Dunn knew that he was a little late.

Hundreds of Star Wars fans have set up tents outside the Chinese Theater in Hollywood. After receiving the tents booked online, Harris Dunn also talked to some of them. Ten people came to line up the tents first. Came two days ago! (To be continued.)