If you’re like me, you were probably over ecstatic over new Star Wars: Episode VII – The Force Awakens trailer. Indeed the force is strong with this one as almost $2bn was added onto the value of Disney on Thursday after the trailer’s release.
I’m a huge movie buff and a nerd when it comes to movies like the Star Wars, so it doesn’t come as a surprise when the marketing side of me observes the pure marketing genius behind the advertisement. Brands and other producers stand to learn quite a lot. I may as well be bold enough to say that this trailer is the new benchmark in the film industry.
So what makes this teaser trailer so good and what marketing lessons does it expose? Let the force show you the way:
LAUNCH A TEASER – EXCITE
When Disney launched the first teaser trailer back in late 2014, there was some outcry and disappointment among die hard fans. As we can see from the new trailer, they were able to collect the feedback and come up with a better one.
Teasers allow you as a brand to gauge your audience and what they think of your new product or service, giving you opportunity to make adjustments or tweaks before fully launching. Teasers also create suspense among fans and customers, which is always a good strategy to have.
GIVE THE FANS WHAT THEY WANT
Fans wanted to see the old characters and when they didn’t see them in the first teaser trailer, it was disappointing. Disney quickly learned and came out with a second teaser giving the fans exactly what they wanted. They also left the best for the last as Han Solo appears on the screen saying, “Chewiee, we’re home”. This invoked immense emotions as fans were overwhelmed and even in tears, which is after all what most brands aspire to achieve with their fans – to connect with them on an emotional level.
Along featuring Han Solo, there was also a plethora of old-school scenes such as the Millenium Falcon whizzing past as it was chased by Tie Fighters and even a shot of Darth Vader’s burnt mask – all which made fans giddy with excitement and joy.
CREATE SOCIAL MEDIA DISCUSSIONS & PARTNERSHIPS
We know that social media is where people go to express their feelings and thoughts and Disney knows that very well. Minutes after the launch of the trailer, thousands flocked to Twitter and Facebook to participate in the #StarWarsTheForceAwakens discussions. Disney and Star Wars made sure the trailer was available and share-able on all channels. It’s also important to keep the conversation going to keep the “buzz” up as Star Wars Facebook page recently did.
Just because you launched a product or service, doesn’t mean it is over and you forget about it. Brands need to keep the engagement and experience going by offering and curating more relevant content around the launch. Don’t be shy to branch off and create value-added offers such as mini contests, pre-orders or smaller campaigns.
Disney also teamed up with Twitter to introduce the #StarWarsEmojis. This is a great hashtag strategy, which added visuals and branding to tweets, opening up more conversations, engagement and excitement around the movie.
Brands can learn from this and remember to implement outside-the-box creativity when it comes to social media. There’s never just one conversation, it is about creating a holistic experience and a community of loyal fans.
Finally I leave you to enjoy Star Wars TFA trailer one more time or if you haven’t watched it, you really should by now. Let me know what you think of it in the comments below.