Disney is a company that has made so many well-known movies and this is thanks to their great marketing campaigns. Because they have so many different campaigns and strategies we will focus on the Star Wars strategy in this article. Star Wars is an iconic film series known by everyone, whether they’ve seen the films or not. This is all thanks to the genius marketing strategy Disney uses.

The new Star Wars trilogy is being released at the speed of one movie each year, starting in 2016. Because there’s only one year between each movie, Disney has to make sure the fans don’t grow tired of hearing about Star Wars all the time. To solve this problem they wait to launch their marketing campaign until the release date of the next movie is only 2 months away. This way they make sure there’s a ten month period where the fans don’t see anything Star Wars related.

When the campaign is finally launched, you see it everywhere, going from tv spots to chocolate bars to toys. It is basically impossible to have missed it. To accomplish this Disney has partnerships with a lot of other companies. They have two different types of partnerships. The first type is a global partnership for the whole film series e.g. Lego Star Wars, the other type is a partnership for one movie, for example the partnership with Duracell only for “The Last Jedi”.

To summarize we can say that the Star Wars campaign is so successful for two reasons. First of all they install a “cooldown period” so the fans don’t grow tired of hearing about the franchise all day. Secondly, they make sure the campaign is omnipresent so it’s impossible to miss.