A marketing event to help promote the upcoming release of 'Star Wars: The Force Awakens' for Chinese audiences involved 500 Stormtrooper figurines placed along the Great Wall Of China.
The epic publicity stunt lined up the galactic soldiers in marching formation on the steps leading up to a guard tower on the ancient monument. Chinese fans were also given red and blue 'lightsaber' replicas as part of the epic promotion, and were able to take pictures in front of the display.
Disney's attempt to stir up interest in China with this grand marketing event makes sense given it's the world's second biggest movie market in the world. The studio is also attempting to bring Chinese audiences up to speed with the franchise because the original movies were actually only recently made available to Chinese movie goers.
What's Driving This Trend
- Experiential Marketing
- Using large-scale events and immersive experiences to promote products or brands can create a memorable and impactful marketing campaign.
- Cross-cultural Marketing
- Adapting marketing strategies and campaigns to resonate with different cultures can help businesses tap into new markets and build a global presence.
- Fan Engagement
- Creating interactive and engaging experiences for fans can generate excitement and anticipation for upcoming releases or products.
Who This Affects Most
- Film and Entertainment
- Film studios can leverage innovative marketing strategies to generate buzz and drive ticket sales for upcoming movies.
- Tourism and Travel
- Destination marketing campaigns can leverage unique events and experiences to attract visitors and showcase local landmarks or attractions.
- Consumer Goods
- Brands can use experiential marketing to create memorable experiences and increase brand loyalty among consumers.
