How Companies Capitalize On A Galaxy Far, Far Away
“May the Fourth be with you!” The common greeting, slogan, phrase, and social media tag deriving from the once inside joke amongst Star Wars fans has swelled into a new pop cultural phenomenon, dubbing May 4th an unofficial Star Wars holiday amongst fans and onlookers alike.
As with every pop culture movement companies have leapt onto the bandwagon, taking part in the nerd culture with a full embrace in the hopes of pulling the large audience to their side.
In this blog, Hollywood Branded explores how companies have capitalized on this galaxy far, far away, and the overall effectiveness of branding and brand integration amongst Star Wars fans.
The Empire Strikes Back, Again And Again
Since its first blockbuster release in 1977 Star Wars is one of the largest and longest running Sci-Fi franchises of all time, and one that has captured the hearts of every generation. Whether young or old, Jedi or Sith, everyone has heard of Star Wars in one way or another, as it remains one of the largest (if not the largest) nerd empires in human history.
With movie trilogies, clothing, video games, graphic novels, books, toys, costumes, home décor, and multiple television shows, a recent study by Fortune has said the estimated worth of the franchise is about $41 billion. However, with the release of Episode VII Star Wars: The Force Awakens and Rogue One: A Star Wars Story having been released after, that number has increased. Drastically. Not to mention, it will continue to grow with this December’s release of Episode VIII Star Wars: The Last Jedi, an upcoming Han Solo film in 2018, and a designated theme park ‘Star Wars Land’ set to open 2019. This empire is only growing stronger with each passing year.
The Force is strong with them, indeed.
Ever since Disney’s acquisition of Lucasfilm from George Lucas the original creator of Star Wars company, for roughly $4 billion back in 2012, the beloved Sci-Fi saga – and all related content – is in good hands with the mouse, and will continue to reap the benefits of the partnering.
The fans, and brands, can’t get enough.
These Are The Brands You're Looking For
Having such a massive following and popular culture presence, many brands have looked for a way to get their own brand associated with the big name. The most recent of these endeavors comes with the unofficial holiday aptly name Star Wars Day on May 4th.
Countless companies and public figures have since joined in on the newest marketing phenomenon including Campbell's Star Wars themed soups, Domino's, Bing, Sony Electronics, Toys 'R' Us, NASA, LEGO, GameStop, Build-A-Bear Workshop, Best Buy, and even the official social media account for the Olympics posted a picture to celebrate alongside fans (to name a few).
While sales spikes for the day add a nice boost to any company, it's the social buzz that really gives participating brands an advantage (or as Obi-Wan Kenobi famously said, "the high ground").
With every tweet, hashtag, shout-out or viral meme, brand awareness reaches across the galaxy with a power stronger than legendary Kyber Crystals.
Star Wars day is guaranteed publicity with one of the largest and most diverse fanbases of the 21st century. And in the digital age, the more talk on social platforms the better.
Do Or Do Not, There Is No Try
With every new year that passes this one time inside-joke amongst fans has turned into a growing empire, now thriving amidst the top tiers of popular culture, and permeating into everyday life (both the ligh side or the dark side) with no intention of slowing.
Not sure how to expand your own empire? Never tell us the odds! Check out our other blogs on Shortening The Time It Takes For Consumers To Recgonize Your Brand, and 10 Social Media Marketing Strategies For Small Businesses.
And check out our own guide to creating product placement and promotional partnerships by clicking the image below! If you get ready for it and start planning now, your brand could lock in an even bigger partnership than a one-day-only social tag!