FORCE FRIDAY PRIME DAY

215K

300K

THE STAR WARS MARKETING MACHINE

GOES INTO HYPERSPACE.Star Wars, one of the most beloved and enduring franchises, spans almost

40 years. �e latest incarnations of the Star Wars’ Universe, including toys, video games, and the December 18th release of �e Force Awakens, show that the Force

is still very much with the decades-old Star Wars’ marketing machine.

September 4th, 2015 was renamed Force Friday by order of the New Republic, to commemorate the newest products inspired by Star Wars: �e Force Awakens.

Force Friday was all about the hot, new products, while Prime Day was about discounts and deals of the tried and true. While Prime Day may have

produced more social mentions, �e Force was strong with Force Friday, with fans excited about the new o�erings. Two-thirds of social buzz was positive

(65% Joy, Admiration, & Surprise), compared to only 50% for Prime Day.

Building on Force Friday, the marketing machine brought out in October the beta of Star Wars Ba�lefront, a video game developed by DICE and

published by Electronic Arts.

Emotions ran high during the 7-day Ba�lefront beta October 7th–13th. The beta showed 51% Joy and Admiration, and 25% Sadness, with much of the sadness

due to fans who missed the window, or those mourning the beta’s short duration. Positivity dominated its release day, with gamers enthralled with the immersive

experience (55% Joy and Admiration, 26% Sadness).

Star Wars engaged the Hyperdrive on Oct 19th, with the “O�cial” Force Awakens Trailer. Social mentions of the movie leapt over 2000%. Ever

since, we’ve been bombarded with new bits of the movie doled out, including movie posters, international trailers, TV spots, etc.

Social emotion has shi�ed with each additional trailer. �e teaser trailers brought on questions and worry—#whereisluke and “which of my beloved characters are going

to die?” Sadness and questions turned into Joy and Admiration with the o�cial trailer, and positivity built even further with the premiere of the international trailer.

Each move has been carefully cra�ed and executed to feed our addiction for everything Star Wars, and to capture our hearts for decades more.

To paraphrase the great Han Solo, “marketing… ain’t like dusting crops boy, without precise calculations we’d �y right through a star or bounce too

close to a supernova, and that would end your trip real quick.” We couldn’t have said it be�er ourselves, General Solo.

ADOBE DIGITAL INDEX METHODOLOGY:Based on analysis of aggregated and anonymous data of consumer data comprising of 15M visits between September and November 2015. Composed of aggregated and anonymous data from visits to websites in multiple industries and segments.Report based on 6+ Million engagements (mentions, likes, shares, “o�cial” page likes and followers.) Blogs, Facebook, G+, Reddit, Twi�er, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube. Social engagements is publically available based on a aggregate total. Star Wars: TM & © Lucas�lm Ltd. All Rights Reserved.

Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.

© 2015 Adobe Systems Incorporated. All rights reserved.

51%

25%

Brands bene�ting the most from holiday product sales and early movie buzz:

Star Wars-related shopping kicked o� on Force Friday, with Black Friday beating it by 46% and Cyber Monday by 15% (in terms of

units sold online).

OCT 1 OCT 19 NOV 16

2,000%

TEASERTRAILER 1INTERNATIONALTRAILER

JOY ADMIRATIONSADNESS

50%65%

UNITS SOLD

INDEXED AVERAGE DAY (SEPT-NOV 2015)100%

SEPT 1 NOV 30

BLACK FRIDAYCYBER MONDAY

200%

300% FORCE FRIDAY

LEGO DISNEY

20TH CENTURY FOX

SONY

ELECTRONIC ARTS