AWAKEN THE FORCE WITHIN

Since everyone in the world had a partnership with Star Wars we wanted to make sure we stood out allowing everyone to live their fantasy of becoming totally immersed in a galaxy far far away. So, for the first time ever, we had a partnership reach across all of Google's platforms infusing the Force and fun Star Wars easter eggs. And, like the film, we made sure to pay homage to the old, while inviting the new generation to join our obsession.

We created a "Hub" to house three parts of our campaign:

+People went nuts and four days after launch we had over 10m views!

 

Film

We launched the site with a film that played as YouTube pre-roll as well as before the film in theatres.

Choose Your Side

Fans could finally choose their allegiance: light or dark, totally transforming their Google experiences across all platforms (for the first time ever) and on a variety of devices (including tablets, mobile, desktop, and android wear).

  Users could slide their Gmail avatar to the Light or Dark side.

Users could slide their Gmail avatar to the Light or Dark side.

   A filter was added to their image based on their choice and they were invited to   explore Google products to see how each were affected.

 A filter was added to their image based on their choice and they were invited to explore Google products to see how each were affected.

Additional Google products affected by your choice:

 MY COPY WAS FEATURED ON THE GOOGLE HOMEPAGE. omGGz. (It also promoted our Hub.)

MY COPY WAS FEATURED ON THE GOOGLE HOMEPAGE. omGGz. (It also promoted our Hub.)

Lightsaber Escape

YOU GUYS I BASICALLY INVENTED A VIDEO GAME. (This is my favorite and I'm super proud of it!) We created a second screen experience that turned your phone into a lightsaber, allowing you to fight the First Order. The day it launched, we had so much traffic, our site crashed. Learn about the technology here. Play it here.

Results in first 24hrs: 704MM Earned Media Impressions, 35MM Social Impressions, Mentions in 51 Countries.

+Jimmy Fallon Shoutout (@2:08)

Awards!

+Cannes Lions 2016, Silver in Digital Craft: UI

+Cannes Lions 2016, Silver in Digital Craft: Feature Integration

+Cannes Lions 2016, Silver in Mobile: Innovative Technology

+Cannes Lions 2016, Silver in Cyber: Web Service Technology

+Cannes Lions 2016, Bronze in Cyber: Apps

+Cannes Lions 2016, Shortlist in Mobile: Connected Technology

+Cannes Lions 2016, Shortlist in Entertainment: Mobile Brand Experience

+One Show 2016, Silver Pencil: Innovation in Mobile UX/UI

+One Show 2016, Silver Pencil: Branded Entertainment

+One Show 2016, Merit in Interactive: Innovation in Websites

+One Show 2016, Merit in Interactive: Branded Games

+Webby Award 2016, Winner of Best Game

+Webby Award 2016, Winner of Best Technical Achievement

+Webby Award 2016, Nominee: Media & Entertainment

+FWA Site of the Month

+FWA Site of the Day

+FWA Mobile Site of the Day

+AICP Next Awards 2016, Shortlist: Mobile

+AICP Next Awards 2016, Shortlist: Website

+Andy Awards 2016, Finalist in Creative Technology: Mobile

+Andy Awards 2016, Finalist in Creative Technology: Website

+Andy Awards 2016, Finalist in Creative Technology: Gaming

 The Internet was into it too.

The Internet was into it too.

 

Jakku Spy

Google created a VR Cardboard experience that dropped you in the middle of Jakku. Download the app here.

 Limited edition Star Wars Cardboards promoted the experience.

Limited edition Star Wars Cardboards promoted the experience.