Tag Archives: entertainment

Was The Force with You? Columbia’s Star Wars Jackets

The newest movie in the Star Wars franchise is now in theaters and fans can’t get enough of the series of popular movies, or the Star Wars’- related products. The products are flying off the shelves as if they were under control of The Force. We are particularly sad to report that Columbia’s exclusive Star Wars-themed Echo Base outerwear collection sold out within minutes after its release! (Cross that one off your Christmas shopping list.)

Columbia released three jackets based on those worn by Luke, Leia, and Han while on the icy planet of Hoth. Luke’s jacket was designed to be “warmer than a tauntaun.” Han’s jacket reminds us to “Never tell me the odds.” And with Leia’s jacket, “May the force be with you.”

The company made only 1,980 coats (Get it? 1980 was the year of The Empire Strikes Back release) and they sold out online almost immediately, with very few left in stores. According to Columbia, the Luke jacket sold out in 5 minutes 22 seconds; the Han parka in 6 minutes 23 seconds; and the Leia jacket in 7 minutes 05 seconds. Not quite hyper-drive speed, but pretty darn fast nonetheless.

Columbia said the jackets were “built to withstand freezing temperatures on Hoth or other galaxies closer to home.” Unfortunately for fans, there are no plans to create more jackets.

Never underestimate the power of The Force, or a limited release.

Group Activities and Discussion Questions:

  1. Discuss the power of entertainment for marketing products.
  2. Poll students. What products related to movies or shows can they recall? Have they bought any of these?
  3. Show Columbia’s Star Wars-themed site: https://www.columbia.com/starwars/
  4. Discuss why the product sold out so quickly? Who was the target market? What role did exclusivity play in the sales?
  5. Should Columbia make more of the jackets?

Source:  Griner, D. (2017, Dec. 8). Columbia created a line of Empire Strikes Back’ jackets and sold out in minutes. Adweek.

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Most Shared Ads of 2015


Everyone loves a cute animal video. Just look online – there are more than 1.5 million kitten videos posted! So, as 2015 draws to a close it seems only fitting that the most shared ad of the year seems to be Android’s “Friends Furever” with more than 21 million views and 6.4 million shares. (In the interest of full disclosure, I confess that this is one I have shared quite a few times with my family, friends and students.)

Video ad-tech firm, Unruly, measured and ranked the top videos. Rankings are based on the number of shares (not views) that the ads attracted across Twitter, Facebook, and other social platforms. (The rankings included only ads that launched in 2015; movie and TV show trailers were not included.)

Here are rankings for the top five video ads:

  1. Android – “Friends Furever” – 6.4M shares
  2. Disney – “Disney Characters Surprise Shoppers” – 3.9M shares
  3. Purina – “This man found his soulmate in a puppy” – 3.0M shares
  4. Roc by Ronaldo/Monster – “Christiano Ronaldo – People are going to think I’m crazy” – 2.9M shares
  5. Budweiser – “Super Bowl – Lost Dog” – 2.8M shares

Which ones have you shared?

Group Activities and Discussion Questions:

  1. Show some of the top ads:

Android Friends furever: https://youtu.be/vnVuqfXohxc

Disney: https://youtu.be/Hd_2Y29_FLU

Puppyhood: https://youtu.be/L3MtFGWRXAA

Lost Dog: https://youtu.be/xAsjRRMMg_Q

Love has no labels: https://youtu.be/PnDgZuGIhHs

  1. Discuss the elements that make these ads ones that people want to watch and share.
  2. Divide students into teams. Have each team discuss the videos that they have shared with friends. Why these videos?
  3. Discuss the importance of shareable videos to brand awareness and sales. Where does this fit into most marketing campaigns?

Source: Ad Age Daily, Unruly


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Pizza and a Movie To Go


Everyone loves dinner and a movie. And, everyone likes to have food delivered. But, once your food arrives, do you have a movie on hand, too? Well, you do if your food is delivered from Pizza Hut (and you are in Hong Kong). The company’s innovative packaging combines pizza and a movie by cleverly turning a pizza box into a film projector.

The Hong Kong campaign features a pizza box that has a special lens included in the pizza-saver disc that sits in the middle of the box. Punch out the hole on the box side, place the lens in the hole, then project short films through mobile phones via a special app.

The client’s brief for the promotion was simple – bring innovation to life in a way that captures consumers’ attention and gets them talking. The movie options include several genres such as action, romance, horror, and science fiction. And pizza lovers aren’t limited to a single app; the device can project additional content from phones as well.

Sounds like the greatest thing since slice pizza!

Group Activities and Discussion Questions:

  1. Discuss fast food eating habits, particularly pizza.
  2. Show the video: https://youtu.be/wLfz0Pq-70Y
  3. Divide students into teams and have each team select a product or service.
  4. Give them the same client brief – bring innovation to life in a manner that captures attention and gets people talking.
  5. Debrief the exercise after teams have created an innovative campaign that uses existing packaging. (Check out McDonald’s tray bag article on this site for additional ideas.)

Source: Ad Age Daily, Time, other news sources

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