Chewbacca Mask Star Wars

This case study describes how toy manufacturer Hasbro turned a viral phenomenon featuring its Star Wars Chewbacca mask into a 360º communication on TV and social networks in Spain.

Chewbacca Mask Star Wars

Rosa Llamas

Campaign details

Brand: Chewbacca Mask Star WarsBrand Owner: HasbroLead agency: OMD SPAINCountry: SpainIndustry: Toys, gamesChannels used: Product placement, Public relations, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

Since Facebook launched its Live platform to share videos in real time, the streaming video has become even more relevant. A woman's video wearing a Chewbacca mask in the US went viral on Facebook to become the most-viewed video ever on the platform, with more than 140 million views...

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