It's been a little over 2 weeks since the highly anticipated Star Wars: The Force Awakens was released. Nearly 10 years after the last live-action Star Wars film, the film garnered exponential attention and excitement, peaking our interest in how marketing for one of the biggest releases of 2015 was approached. Here's what we picked up:
- The New Star Wars is gender unbiased. Marketing to female and male audiences is almost perfectly even. Yes, we see marketing to men on sites like Crave, Deer & Deer Hunting, Space, and SuperHeroHype.com. But we also see ads running on sites, including Teen Tribute, FashionBombDaily, and mega fashion site, Refinery29.
- Star Wars is marketing its new cast. The new characters show up in marketing about 80% of the time, 20% the historic characters. This suggests Star Wars is looking to attract a young audience. This may not be entirely surprising. People under age 25 make up ~50% of theater tickets sold according to the Motion Picture Association of America.
- Star Wars licensing is everywhere! Our favorite is CoverGirl who is marketing their Star Wars branded beauty line. Watch the CoverGirl trailer here!
- Stars Wars marketing is mostly traditional. There was the occasional homepage takeover (which looks great on the Cartoon Network and Space.com), but most of the ads were banners and squares. See attached.
- Native Advertising in a website near you. One special commendation should go to CoverGirl, which ran a native ad for their StarWars line. Below is an example of the creative. Here’s the direct link to the sponsored editorial.
Leave us a comment below about your reaction to some of these findings.