"A FUN, EASY-TO-NAVIGATE WAY TO MARVEL AT THE CULTURAL IMPACT OF THE SPACE SAGA, ACROSS MULTIPLE GENERATIONS”
- Fast Company
Target’s Share the Force is the first-ever collection of Star Wars memories, allowing fans to become a real part of the star wars universe to be archived forever at Lucasfilm. Target needed to give 147 million Star Wars fans a reason to shop with them instead of their competitors, who sell the exact same toys.
How? By proving that Target loves Star Wars as much as the fans do. Share the Force celebrates Star Wars nostalgia and archives 38 years of Star Wars culture in an immersive WebGL website, visualizing and personalizing what this franchise really means to 3 generations of fans. With over 3 million memories viewed, Share the Force generated over 3 billion media impressions. Dominated share of voice at 53%. Over $30MM in earned media. A 3:47 avg. time spent on site. It drove a 587% lift in brand conversation And a 12% sales increase which lead to Target being the #1 marketshare, beating out Walmart, Amazon and Toys’R’Us.
WEB EXPERIENCE
Our immersive web experience visualizes user-generated content in an interactive WebGL universe featuring vast explorable galaxies. Fans can upload their own memories to the ever-expanding universe via social media.
Each memory receives it’s very own galactic coordinates and is grouped in a galaxy with similar memories from other users, showing how fans are all connected by the Force.
SOCIAL
We engaged with Star Wars fans through a series of targeted online videos on Youtube and Facebook - earning over 11 million views. We created custom Snapchat geo-filters, in-store
Periscope broadcasts, Facebook posts, Twitter polls, Vine videos, Buzzfeed articles, and even custom invitations for social media and celebrity influencers, inviting everyone everywhere to #ShareTheForce for an effortless submission to the experience.