The Request

To create a social media campaign using their new partnership with Star Wars.

The Challenge

We needed to engage and create brand interactions with Star Wars fans while standing out from other brands’ Star Wars activations and campaigns. More importantly,  we needed to do it in a way that was completely relevant to the brand.

The Idea

“The world's first lightsaber powered up by social media interactions.”

The Execution

To power up the lightsaber, people will have to visit and interact with the campaign’s website. The website featured a life-size lightsaber that users could power up in real-time by transforming themselves into Jedi using the site’s face-scanning technology. Each like, comment, and share generated unique energy amounts that contributed to the ultimate goal of 180,570 Joules, staying true to the lore of Star Wars.

Results
The campaign reached its goal of 180.570 with a total of 34 million interactions! 700 scholarships were also given to kids in need.