Drive powerful box-office numbers for the first non-episode, stand-alone Star Wars film, which appeared darker and heavier than the other films in the franchise, with virtually no foreseeable iconic Star Wars characters or elements outside of The Death Star and Storm Troopers.
Capitalizing on the franchise's huge popularity, the strong cultural resonance of the "rebel" theme and characters, and Diego Luna as the first Mexican in the Star Wars universe, our campaign incited multigenerational Hispanic audiences to band together as #RebeldesUnidos to celebrate the new action-packed adventure and rejoice in the core message that you don't need to be a master Jedi to effect change in the universe.
As part of this nationwide, cross-cultural and cross-generational effort, we executed extensive publicity, promotions and social-media initiatives that generated maximum awareness and widespread coverage anchored by Diego Luna, which included magazine features, a broadcast and digital/social trailer launch introduced by the star with a special call to action, a Latin Grammys presenter spot, and a dedicated press day in Miami. Additional far-reaching coverage included the Star Wars Celebration in London, San Francisco junket, world premiere, Death Star Balloon drops, alternative segments on star foods and rebel style, a 10-market media promoted screening program and a social-influencer campaign featuring thematic #RebeldesUnidos content and posts, which won a #LATISM Award for best multicultural social media campaign of 2016.
The Hispanic campaign generated more than 155 million impressions, and the film opened at #1 with over $155 million at the box office, becoming the #1 movie of 2016.