Best Global Campaign 2017

Disney needed to generate buzz without giving away too much of the movie's plot -- and it had to be something retailers could use.


Disney Consumer Products and Interactive Media
Disney and Star Wars Superfans Go Rogue to Launch New Toy Line

Star Wars is back in a big way with the launch of two new movies, but the 2016 flick, Rogue One: A Star Wars Story, presented particular challenges. It introduced all-new characters, but the related toy line was set to launch three months prior to the premiere. PR needed to generate buzz without giving away too much of the movie’s plot — and it had to be something retailers could use.

Internet research company Zefr helped it uncover key insights, including the impressive stats that fans posted 838,000-plus pieces of Star Wars-related content on YouTube in the past year, nearly 96 per hour.

Also, stop-motion animation with toys, especially Lego, was a particular favorite of this group.

Fan-created content and their love for the Star Wars franchise would fuel the global integrated campaign.

Working with Tongal, it identified Star Wars super fans to produce a Rogue One inspired video on YouTube, starring the new toys. It was a funny, stop-motion adventure series released in four shareable bites each week, leading up to the on-sale date of the toys. The videos also revealed a global UGC contest, inviting other fans to create their own "rogue stories" with the toys.

The campaign launched simultaneously in 10 languages and 25 countries. 

"A creative and engaging approach to reach new audiences and secure those already in love with the Star Wars franchise," declared a judge.

Assets such as fan stats and "making of" videos hooked in media. The campaign team teased air dates and more, keeping up interest. The Go Rogue series captured 14 million views. The campaign included more than 207,000 social engagements. More than 1,100 people downloaded contest materials before it even opened.

Honorable Mention

Bring in Your Parents Day

Research showed a disconnect between parents and their working, adult children when it came to professional life. And one in three didn’t understand their offsprings’ jobs. For the third year of the initiative, LinkedIn wanted to maintain momentum and raise global awareness. New research, reaching 20,000 professionals, helped spur new content, including video, infographics, and blogs. Over 430 pieces of coverage ran across 18 markets, landing placements in outlets such as Today. Participating companies increased to 40, and it was the "most social" yet with 7,745 mentions.

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