Lucasfilm’s Retail Strategy is out of this World
Boosting sales of “Star Wars Episode III: Revenge of the Sith” merchandise and establishing Wal-Mart as the place to get it were the goals of this campaign. Parking lots at nearly 400 Wal-Mart stores nationwide hosted Star Wars extravaganzas, drawing customers to see the latest Star Wars products. For two days, collectors and enthusiasts could immerse themselves in an intergalactic world in 60-foot-by-30-foot tents. Photo booths, Star Wars-licensed food samples, product demos and branded giveaways were all part of the mix in a movie set-like atmosphere, and guests were encouraged to dress up like their favorite characters from the films. Partner brands like Hasbro, Lego, Pepsi, Frito-Lay, and Kellogg—also looking for a lil’ Wal-Mart love—got in on the action with event-appropriate giveaways.
More than 3.5 million product samples were dished out, and sales at Wal-Mart locations with the events were as much as six times higher than at stores without.