The force has been dormant, but there has been a disturbance, a reawakening. Google wanted to engage super fans, internally and externally. We crafted a social and mobile first campaign that allowed users to awaken the Force within them by choosing a side, the Light or the Dark side.
Choosing a side transformed user's ecosystem of Google products with easter eggs & more.
The campaign spanned hidden Star Wars easter eggs to subtle product demo's like these Star Wars Cardboard Goggles & VR experiences created by ILM X Lab.
We also crafted an interactive light saber game to put the force into users hands via a mobile phone.