Augmented-reality game to celebrate new “Star Wars”
If it can work for Pokémon, then why not for the world of Obi-Wan?
An augmented-reality experience as a real-world physical hunt is being rolled out next month by another global entertainment franchise, with the next “Star Wars” film, “The Last Jedi,” on the near horizon.
Last summer, the AR scavenger hunt from Pikachu’s universe exploded — spurring a $7.5 billion marketvalue surge for maker Nintendo.
On Thursday, Disney unveiled its version — a promotional “treasure hunt” on a rather massive scale.
Here are the campaign’s basics, by the numbers: As the first wave of “Last Jedi” merchandise lands Sept. 1 (a.k.a. “Force Friday II”), the “Find the Force” AR game — involving about 20,000 stores in 30 countries — will let participants hunt down 15 “Star Wars” characters, two of which are new. (Is that the Admiral Ackbar you’re looking for?)
To play, fans must download the “Star Wars” smartphone app, head to one of a fleet of participating stores and uncover potentially talking virtual characters by pointing the phone at the “Find the Force” placard.
The app encourages social-media sharing of your character experiences, with the big carrot urging that you share being a sweepstakes contest that closes Sept. 3.
“We are excited that augmented reality will allow fans to experience the universe in a whole new way,” Kathleen Kennedy, president of Disneyowned Lucasfilm, said Thursday.
The original “Star Wars” birthed the modern era of movie tie-in merchandise four decades ago, so it’s only apt this franchise is aiming to push the AR promotional game to a new level. Plus, after the “Force Awakens” merchandising success of adorable new droid BB-8, Disney/Lucasfilm is now poised to capitalize on the introduction of furry new “Last Jedi” characters the Porgs — wet-eyed space puffins from Planet Ahch-To that appear Imagineered to be an ideal stocking stuffer.
“The Last Jedi” opens Dec. 15, and some stores will participate in the game until then.