Campaign: Star Wars Force for Change
Company: Disney and Lucasfilm
Nonprofit Partner: UNICEF
Launch Date: July 20, 2014
Campaign: Star Wars Force for Change is a charitable initiative from Disney and Lucasfilm in collaboration with Bad Robot benefitting UNICEF's Innovation Labs. By contributing at any level, participants were eligible to win prizes including a chance to be in the Star Wars: Episode VII movie. Disney contributed $1 million to the launch of the campaign. Hosted on Omaze, the campaign raised $1 million in the first 24 hours.
Our Take: This campaign marks an impressive new type of cause marketing/entertainment mash-up that's growing in popularity. Leveraging a hugely popular entertainment platform, consumers are incentivized to donate with rewards ranging from a digital badge at the $10 level to a t-shirt and poster at the $250 level to an advance private screening at the $50,000 level (which sold out). If the incentives aren't enough to entice participation, the leveled playing field of an opportunity to appear in the movie with any contribution is sure to lure any Star Wars fan into participating. Watch for more experiential opportunities like this coming to a cause marketing galaxy near you!