After hearing the Star Wars theme tune being blared out of the traffic lights whilst crossing at Shibuya, the thought entered that this could and would truly be considered a marketing budget masterclass for all brands and marketing enthusiasts alike.
How Disney Utilised Their ENORMOUS Marketing Budget:
Disney did a great job in forming partnerships with some of the most influential global businesses and brands in order to give Star Wars the push it deserved. Here are a few examples of the methods engaged and how they created word-of-mouth commendably:
- In store Displays. Walk down any high street, into any shopping centre or any supermarket and there, according to CNN, is a 66.69% chance that you will find something Star Wars related. A lot of the time this is due to POS displays, helping stimulate sales and importantly getting the Star Wars franchise out there.
- Promotional Gifts. This was another method employed by Disney and their partners in an attempt to both increase sales via GWP, or offer a channel to distribute promotional products and encourage word-of-mouth. Limited edition high quality promo products were assembled and extended via various channels.
- Experiential events. Star Wars was very much a central theme in events such as Comiccon and Vidicon whilst formulating their own unique events such as Star Wars Celebration or Force Friday to further support the up-coming release. They also included showcases at various locations as shown in the media below, offering exclusive promotional merchandise.
Overall, Disney have done exceptionally well to implant Star Wars into the heads of all whilst remaining true to the brand and franchise.
We have significant experience in product design, product sourcing and product manufacturing. At ODM we can help you utilise your marketing budget. Contact us to find out how we can help. If your interested in gift with purchase, or a POS display we have comprehensive portals dedicated to this on our website.