ROGUE ONE: A STAR WARS STORY

This campaign is the first ever to use a Facebook Messenger chatbot to promote the launch of a movie. 

Who’s never dream of joining the Star Wars rebellion and fight the Empire? Very few people. From this simple insight, we built a chatbot to be at the core of our campaign, far from its most common use (customer service). The “chatdroid” was the user’s main support in the fight against the Empire, helping to save imprisoned rebels on the website.

To promote the experience, we designed a 360° campaign showcasing the scancode to the bot (movie posters, partner communications, online and social advertising, etc.).

1.2 million page views and 14 minutes spent on average on the website

80% of users completed the conversation with the droid (chatbot)

Large media coverage underlining Disney’s innovative approach on a campaign that has become a reference for all advertisers