Death Star Mission - Star Wars

Background 

In December 2016, rogue one: a star wars story was released in spain. 

Create buzz the week before the spanish premiere of the new star wars movie "rogue one", generating relevant content on social networks and reaching unpaid media. Through unconventional actions, achieve engagement with fans and capture the attention of new fans and mass media through notoriety. 

Need 

We had to generate relevant content on social networks and achieve notoriety among new fans of the saga, among a younger audience (millenials) who do not have a previous emotional bond with the saga. 

Proposal 

We devised the "deathstarmission" action, which consisted of placing the world's largest 3D printer, specially built for this project in the USA, in the middle of the street. With it, we built a large replica of the mythical space station of star wars, the death star, which was again the center of the new movie. 

The printing made in thermoplastic, with a diameter of 2 meters and a total weight of more than 100 kg, was completed after 15 days working 24 hours a day, becoming an innovative street marketing, generating conversation in social networks and the protagonist of numerous news in the media. The return on investment was more than 7 times its cost. 

Results 

Numerous news items in unpaid media, such as RTVE, Telecinco, Cuatro, Antena 3 or Telemadrid. 

More than 75 million cumulative audience, with a social media reach of 10 million on twitter alone. 

Thousands of live streaming views. 

Most viewed and commented post on the social media accounts of star wars spain in 2016, surpassed only by the trailer.