The Last Jedi has without a doubt emerged as the highest grossing film of 2017, coming in at just over 517M and continuing to climb.
Combining both elements of science fiction and awe inspiring action sequences, the film takes aim at every generation from old to young with its marketing campaign.
So, how does one of the most successful films to ever open in North America reach its audiences and get people in the theater in an age thats consumed by Netflix, Amazon Video, and mobile devices?
Hype, Hype, and More Hype
The marketing team behind The Last Jedi knows how important hype is.
Every trailer to hit the web was promoted well in advance and this creates a social flurry that just cannot be contained.
The anticipation for a trailer, let alone the film, was a marketing technique deployed to perfection with various outlets such as Den of Geek, Bleeding Cool, and EW.com all pining for click-throughs and impressions when they broke the news of a new trailer release.
This is perfect for social media, after all, it is social media. When users are talking, sharing, and tagging each other on networks, engagement and visibility increases.
Spark their interest, get them hyped, give them some exciting creative, and they will essentially become a valuable component and additional tool in your marketing campaign.
Short Form Works
While movie trailers may clock in somewhere around the two minute mark, short form video can absolutely crush it on line, especially if a marketing campaign calls for paid media and in-stream ads.
The Last Jedi deployed tons of short form videos to promote the film and each trailer release, including countdown videos, movie clips, and content collaborations.
Rian Johnson may be the films lone director, but the marketing team had no shortage of able and willing partners that helped push their marketing out in droves.
Teaming up with content collaborators is a great way that any brand or company can amplify it’s organic reach.
Verizon proved to be a willing ally in the galaxy and helped the film produce the live stream and world premiere of the official Red Carpet on Facebook, which had incredible production value, multiple camera angles, and some incredible Star Wars themed props on the scene.
Nissan has been working with Star Wars over the last few years in a brand partnership that has had some great ROI for both parties. This time, Nissan coincided the launch of their new AI system with the release of The Last Jedi, a move they hope brings awareness and recognition.
Behind the scenes: Creating the Star Wars inspired vehicles
Not So Far Far Away
Like the Last Jedi, brands need to recognize the power of social media and how it can help grow their company, increase awareness, and impact their bottom line.
Social media is where the attention is now and as billboards, radio, and even television are phased out, companies who invest ad spend into social media are going to be the one who come out on top.