In a day’s time, thousands of Star Wars fans in this galaxy and beyond, will be embracing the ‘inner nerd’ within them on one of the most important dates on the geek culture calendar – May the 4th. And if you haven’t worked it out yet, the date was chosen by fans as a homophonic pun on the Jedi motto “May the Force be with you”. Whether you plan to dress up as Stormtrooper or queue up the original trilogy for a movie marathon, it gives us all a chance to remember the story and the characters that shaped many a childhood.
But what’s really impressive is that brands too are gearing up to embrace their own ‘inner nerd’ and engage their audience better this Star Wars Day. Of late brands have been constantly trying to add a creative twist to different events in order to connect better with their audience. Here’s a sneak peek at how different brands are sending their audience an exuberant “May the Fourth be with you!” greetings:
1. Rodarte’s collection featured ‘Star Wars’ themed gowns at the New York Fashion Week
Image Courtesy: theverge.com
Fashion brands today have unveiled different ways including live-streaming of fashion shows to bring their events to life. But the 2014 New York Fashion Week saw something different. The recent event saw the unique, odd pair of Yoda and high-end fashion conquer the hearts of audience as Rodarte, a fashion house unveiled a surprising collection of Star Wars themed gowns at the Fashion Week. Each of the five gowns that were a part of the brand’s finale at the show, featured images of iconic characters like Luke Skywalker, C-3PO, Yoda, R2-D2 and the glowing moons of Tatooine from the original trilogy.
2. Oreo tweeted an image of a glass of blue milk paired with a cookie
Most brands today are using social media to connect better their audience. Oreo, the creme-filled sandwich cookie brand, is one among them. Last year the brand got their fans excited by sharing an image of a glass of blue milk paired with an Oreo. Through this tweet the brand was able to use the blue Tatooine milk shown in Star Wars Episode IV: A New Hope to tingle nostalgic memories among fans about those blue Oreos that were once produced by the brand. The tweet prompted wild response from movie lovers and brand fans alike.
3. Lego promotes their Star Wars Playset series with an ad on little evil Darth Vader
For years, little Yodas and Vaders have had a surprisingly high success rate in the advertising industry. This year the Sith dark Lord, however, is a little more charmingly evil as he ruins a father’s midnight snack run with his tiny sharp lightsaber. The ad is aimed to promote the Star Wars microfighter collection, that includes familiar spaceships and other vehicles in mini-Lego form.
Vans has joined forces with the Lucasfilm, one of world’s leading American film and television production company to create a new line of shoes. The legendary shoe brand went on to add a unique twist to the iconic Half-Cab label by depicting two of the most favorite Star Wars characters, Yoda and Darth Vader, skateboarding in outer space! The brand even worked on bringing together the best of both worlds by featuring a bold and colorful graphic silhouette of AT-AT walking through the Vans heritage Tropical Beach print.
Petco, an American speciality retailer in animal supplies and services teamed up with Lucasfilm to launch a unique range of ‘Star Wars’ themed pet gear last year. The complete line of products included dog hoodies, pet beds, a new line of collars, leads, graphic tees, headpieces and more.
Thus while most brands continue to focus their content marketing plan around obscure holidays and current events, the differentiating factor here lies in how they use it to spark a conversation about their product. What other brands did you see embrace Star Wars Day this year? Let us know in the comments below.