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Star Wars - Jedi Challenges

CONTACT

Typical media events tend to be exclusive and focus solely on blockbuster film releases, leaving a gap when no movie is available. We discovered that engaging a wider audience required an event that blended cutting-edge technology with pop culture. By leveraging a high-profile press conference and immersive public experiences, we could reach both hardcore fans and casual gamers. Our research indicated that using well-known personalities could draw attention from both gaming and entertainment media.

Marketing

Challenge

With no new Star Wars film in theaters at the time, the challenge was to generate excitement for the Star Wars Jedi Challenge AR game—developed by Lenovo in collaboration with Disney—in Taipei. We needed to spark interest among Star Wars fans and the broader audience, creating buzz even without the traditional movie hype.

Solution

We executed an integrated marketing campaign that included a high-profile press conference in Taipei and on-site AR game experience events at various venues like cinemas and telecom stores, along with a live-streamed session at a major online gaming show. For the press event, we invited a popular supermodel—an avid gamer—and a renowned comedian (her friend, who was recently in the news) to experience the game together. Their appearance attracted both gaming and entertainment reporters. This multi-channel approach ensured that audiences could try the innovative AR game firsthand, generating widespread buzz.

Outcome/Results

The campaign generated massive media coverage and a huge turnout at the press conference, drawing attention from both mainstream and niche outlets. Public events at cinemas saw long lines, with venues praising the increased foot traffic. Ultimately, all imported game sets sold out within the first quarter, proving that our integrated approach successfully ignited interest and engagement—even in the absence of a new film.