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The Force Is Strong on Mobile: What Can Marketers Learn From The Star Wars Movie Campaign?

Star Wars icon Whether you’re a die-hard Star Wars fan or have never seen any of the movies, it’s impossible to ignore the frenzied hype about the much-awaited new movie release. ages ago long ago. There’s no denying that the Star Wars premiere campaign is an unsurpassed genius – it includes everything from dozens of partnerships with major global brands, merchandise, campaigns, and more. social media, TV commercials, billboards and lots of mobile apps. As the Co-Founder and CEO of an agency that helps brands grow their mobile businesses, I am in awe of how the Star Wars campaign for devices mobile in the spotlight – Star Wars has just the right mobile features. The franchise has a compelling mobile presence that utilizes all the latest technologies and allows any fan to tap into the Star Wars universe and interact with it. Mobile marketers anywhere can learn from this influencer campaign – here are my takeaways: Stand out using exciting new technologies In September, Facebook 360 . video intro on its news feed, allowing mobile users to rotate their phones in any direction to get a 360 degree view of the scene. Star Wars was one of the first franchises to release a 360 degree video on that date. The video allows viewers to dive into an immersive experience as they speed through the Jakku desert and rotate the screen in any direction they want to get a glimpse of all parts of the scene. Video is a hot trend in mobile marketing, which we’ll see more of in 2016. Advertisers are constantly aiming to find new ways to capture consumers’ attention. used in their advertising in a world where the public has become so indifferent to advertising. Mobile video, especially 360 video, is like a breath of fresh air for both advertisers and customers. Attractive visuals instantly grab the user’s attention, which is a very scarce commodity these days, and get advertisers to get the impact they’re after. A woman is watching a video on her iPhone Exploiting customer wants and needs If you type “Star Wars Game” into any app store, you will find tons of games to choose from. The selection ranges from Disney games to those developed by major game companies like Rovio’s version of Angry Birds Star Wars or the LEGO Star Wars game. The company understands that a large portion of their audience is also avid gamers, and offering them a wide range of mobile games is the best way to serve them. For example, the game “Uprising” developed by KABAM, allows the player to delve into a rich universe that sustains the player’s attention for a long time. The game retains users by allowing them to collect equipment to help them complete missions, as well as earn credits and in-game currency. Rebellion also allows the player to play against other opponents. The nice thing about implementing a game into a brand’s mobile strategy is that it acts as an ultimate retention tool. Users can’t help but keep playing over and over again to win more prizes and beat their fierce competition. Give your fans a personalized experience Just as Star Wars merchandise aims to serve all segments of their target audience from original Star Wars fans to their own children, the presence Its mobile also focuses heavily on delivering customized messaging for each segment. Google for example, bought the rights from Disney, to allow users of its apps like Gmail, Google Plus and Youtube to change their layout to choose between light side or dark side. The main Star Wars app also allows users to customize their own layouts, including Light Side, Dark Side, and Droid skins, each containing different designs, sounds, and animations. One of the most famous habits of die-hard Star Wars fans is dressing up as movie characters. The Star Wars app allows users to take and share Star Wars selfies with a feature developed by Disney Research. Users can choose from a variety of iconic costumes and backgrounds, including Jedi, Princess Leia (with a bun), Han Solo’s carbon freeze, etc. The overall essence of the app is to put people in. Immerse users in the rich universe of Star Wars and provide them with a variety of content to suit their interests. Live seamlessly across multiple platforms (Including mobile) As I mentioned earlier, Star Wars has been everywhere – theme parks, cosmetics, fashion, toys, social media, television, billboards, and most importantly, on mobile devices. Star Wars has done an exceptional job of seamlessly transitioning between all of these platforms in a way that makes sense to the target audience and therefore hopes to make the desired impact – turning the series into a reality. Star Wars becomes the highest-grossing film of all time. As a mobile pro, I’m particularly aware of Star Wars’ seamless expansion to a platform focused on translating fan communities into its apps. Users can create IDs, choose avatars, handles and connect with other fans. The app also includes content like trailers, updates from Star Wars social channels, news, etc. Until a few years ago, die-hard Star Wars fans were tethered to computers and televisions anytime they wanted to watch content from their favorite franchise. For now, Star Wars’ mobile presence allows fans to access the Star Wars universe whenever they want and customize the experience to meet their needs. In the age of cell phones, it’s no surprise that this Star Wars movie created a lot of buzz in the months leading up to its release date.

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