Disney Consumer Products: Star Wars superfans go rogue to launch new toy line

The consumer products arm of Disney, the movie production studio, used YouTube videos, PR and social media to introduce new Star Wars characters ahead of a new film in the US and around the world.

Campaign details

Advertiser: DisneyBrand: Disney Consumer ProductsCountry: United States

Strategy + Objectives

"Rogue One: A Star Wars Story" debuts December 15, 2016, introducing an entirely new cast of characters and a different feel to the saga movies. The communication challenge was to create a unique campaign to set the movie and its spin-off merchandise apart from what has come before. To meet this challenge, we wanted to do something that had never been done before to reveal a toy line. Something that global markets, licensees and retailers could leverage to build prominence at launch. And...

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