Use the train, Luke
To commemorate the launch of the new Star Wars – The Complete Saga on Blu-ray box set, 20th Century Fox recently installed life-size lightsabers in place of handrails on trains in Tokyo.
This is such an amazingly simple yet effective idea that we’re amazed nobody thought of it sooner! The Star Wars films continue to resonate with fans new and old, yet it still continues to lend itself to innovative ideas and creative executions 34 years afters its arrival. The longevity of the brand (for that’s what it has become) is testament to not only to its fans, but also its simple story of good v evil and iconic and memorable characters.
It has almost seeped into public consciousness as an accepted way of life, yet the marketing still continues to this day as it seeks out new fans and new ways of promoting its legacy, and as long these promotional ideas keep pushing new boundaries, so the brand will continue to grow.