The Brief

Get people excited for the return of one of the biggest franchise sequel by creating a never before seen experience

Strategy

Lovers of Star Wars ourselves, we wanted to create some wish fulfillment for fans of the franchise and give them an opportunity to be inside the universe – choosing a side: the Resistance, or the First Order.

We created a booth at Comic-Con NYC to look just like a First Order starship that featured exclusive props from the film, but little did visitors know that we secretly chose one lucky fan and put them on a wanted poster with First Order searching for them.

Visitors had to choose if they wanted to give themselves up to the First Order or risk escaping with fellow Resistance fighters.

Results

Not only was the exhibit a huge success at Comic-Con, but the video released a week later reached a global audience, achieving over 2 million views in its first 24 hours creating more awareness than any live exhibit could.