How big will #ForceFriday be?
Nearly 40 years ago, millions of Star Wars fans rushed to purchase branded toys and figures from their favourite film. Unable to cope with unexpectedly high demand, the race for merchandise famously left many children disappointed at the prospect of a Skywalker-less Christmas.
A lot has changed since those days, but fandom’s excitement remains. As the release date of Star Wars: The Force Awakens approaches, tomorrow’s #ForceFriday marks the going on sale of merchandise for the latest and eagerly awaited episode of the saga. For the first time ever, Star Wars hype will take the digital world by storm.
As it does with other major events such as sporting tournaments, Twitter has already kicked off the trend by launching a special emoji. Hence, using specific hashtags such as #ForceFriday or #StarWarsXWing will make an X-Wing emoji appear next to your content.
The #ForceFriday hashtag is also expected to trend worldwide, with already 10k of overwhelmingly positive Twitter mentions over the past day (as of Thursday morning) according to social media analytics tool Topsy. Likewise, one can expect the hashtag to be massively used on Instagram, which is a very suitable platform to share pictures of toys and merchandise.
While fandom is expected to do most of the marketing work, Star Wars will also be very active in promoting its launch. Hence the Star Wars Youtube channel is live streaming ‘unboxing’ videos of fans across the world, opening up their new Star Wars gadgets for the first time. The aim is to capture first impressions and excitement.
Finally, it’s fair to expect a few brands will ride the wave also. With many major brands jumping on the May 4th day – the unofficial Star Wars celebration- with varying degree of success, one can expect more will take Friday as an opportunity to work on their brand image and popularity of social media. One thing’s for sure, they’ll have a tough time topping Target’s brilliant #ShareTheForce campaign.
Thinking of giving Star Wars marketing a try? Remember:
— McDonald’s Canada (@McD_Canada) May 4, 2015