Cross Media Study Case
Product: Star Wars
Star wars has been successful on different media platforms to help grow their fan base and viewership over the years. For example, Star wars use Instagram as their primary source of advertising, along with creating their own video games with companies such as, Lucasfilm Games LLC, Ubisoft, EA and many more.
Star Wars have used above the line advertising to market and distribute their products, as their YouTube channel is used to release trailers and teasers of their upcoming products. For example the latest upcoming product Skeleton Crew, as their homepage on YouTube features the official trailer for the series. The title includes the name of the product, when it is being released and where it can be streamed.
The video game Star Wars Jedi Survivor was a very successful game made by Star Wars and Respawn Entertainment, as it caught the attention of many gamer's who have a large fanbase who would stream and upload the gameplay on apps such as Twitch and YouTube which not also brought more success into their games, but with their fans wanting the main character brought into the films.
Instagram is used by Star Wars, as they can post content from behind the scenes, new comics, upcoming content for both films and video games and even interactions with fans.
The target audience for Star Wars are both male and female and those who do not wish to be included in them categories from the ages of 5-80. For example, Star Wars have recently became a very diverse company, as on pride month they released a comic about a non-binary Jedi, along with releasing kids TV shows. However, they do not stray away from all the SI-Fi action they are known for, as they still want their audience to know what genre the company dominates still.
With Web 2.0 and the introduction of the smartphone, Star Wars made websites and many apps that their audience can access for free, as their website holds additional information such as news, videos, films, series, games and interactive. Also, Star Wars has their own account on IMDB where you see their products and posters for films that get released to cinema, along with their ratings.
The brand adaptation was successful, as Star Wars have 16.9 million followers on Instagram, along with Star Wars The Force Awakens in 2016 being their greatest cinema attendance along with being their highest grossing film, due to the hype it got around social media on Instagram and Twitter, as it became trending on Twitter and the most talked about film before and after release day. And since then Star Wars still get a lot people seeing their films in the Cinema and Disney Plus due to their use of advertising on social media.
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