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!
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).
Additional Google products affected by your choice:
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.
+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, 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
+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
Google created a VR Cardboard experience that dropped you in the middle of Jakku. Download the app here.