The force was with us this September for our Star Wars campaign that hit the headlines in celebration of the annual fan event, Force Friday. Working with award winning British inventors at Wow! Stuff, we devised a comprehensive PR campaign aimed at boosting sales and establishing Wow! Stuff’s Jedi Training Remote as the must have toy for Force Friday and Christmas 2017.
The campaign kicked off with a collaboration with Disney’s Force Friday event and extensive press office support to launch the new product far and wide. The activity led to a number of pieces of national coverage for the Jedi Training Remote, with The Independent naming the miniature droid as one of the ‘top toys of the year’.
We also joined forces with Smyths Toys, working closely with the retailer on its Force Friday midnight launch event. As well as selling the story into all relevant regional and national press, our team arranged for demonstrators and FSDUs to be present at all key stores for the duration of the event, ensuring the product was a must-see for fans attending the event. The partnership with Smyths was supported with a competition across Smyths’ social channels. Our creative and eye-catching press image of a Star Wars fan practicing his moves with the Jedi Training remote generated coverage in fan sites across the world.
Alongside this activity, we worked with the largest Star Wars fan site in the UK, Jedi News, to create an exclusive ‘First Look’ video of Wow! Stuff’s new Star Wars collectable, Holopane. The video was shared to over 70,000 UK Star Wars fans through the Jedi News website, helping to further establish the Wow! Stuff range as the top toys for Star Wars fans this Christmas.