To promote the Hong Kong Disneyland Star Wars experience, 'Star Wars: Tomorrowland Takeover,' the company crafted prisms that relay a hologram when activated. The concept is similar to what fans see in the movies as R2-D2 displays holographic messages to the characters. The prisms were distributed through a local magazine that contained the flattened prisms. Readers simply have to construct the prism, which has a suction cup, and stick it to the center of their smartphones. With prism attached to the screen, fans scan a QR code in the magazine and the hologram appears.
The marketing concept for the new Disneyland Star Wars experience is intriguing, even for people who aren't Star Wars fans. It brings the experience of the cult classic movie to consumers, which is exactly what Disneyland is promoting through its Star Wars: Tomorrowland Takeover attraction.
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