A long-term special project between Disney and Yandex
Disney and Yandex came up with a unique special project for the premiere of “Star Wars: The Force Awakens” in Russia.
Yandex had the opportunity to present the Russian version of the movie trailer to its users, and in turn, the users got the chance to install special themed wallpaper on their browsers designed to capture the essence of the Force.
The new movie trailer, made especially for Yandex users, was presented by J.J. Abrams, the director of the new episode of the legendary space saga.
The release of the new movie trailer is part of a broad partnership between Disney and Yandex in support of the new blockbuster “Star Wars: The Force Awakens” in Russia.
Objective
- Achieve maximum exposure.
- Create and stoke anticipation throughout 2015 for the film’s debut.
Used:
- Special project with Yandex
Period: 02.2015 — 02.2016
Project stages
Step one
Choosing a side of the Force
Step two
A unique teaser
April 2015
A movie teaser was displayed for 24 hours at the top of all search results for any inquires related to any of the films.
A unique movie trailer for 24 hours
October 2015
For 24 hours users could click on the Star Wars themed logo and watch the video right on the Yandex home page.
One more theme also cropped up featuring the main villain.
Step three
Final countdown
October 2015
Two months prior to the film’s debut, all personal themes were supplemented with an interactive element: a final countdown of remaining days.
Step four
Early online ticket sales
November 2015
A month before the film’s debut, a button was added to purchas tickets that linked to Yandex.Afisha.
0,52% — was the maximum CTR of the button two days prior to the premiere
