Animation / Design / Live Action

Pure Storage

"Star Wars: The Last Jedi" Theatre Premiere Campaign

Thought the storage wars were over?

Over the course of 2016, Pure Storage embarked on a cinema campaign: secure private screens of the biggest blockbusters in the country weeks before they open to the public, and invite customers, partners, and prospects for a night out.

The campaign had returned moderate results going into hands-down the biggest movie of the year – Star Wars: The Last Jedi.

Which is where we came in to pour creative gasoline all over the fire the campaign had already started.

We helped pump up on the volume on audience acquisition with custom direct mail pieces, including a Pure Storage / Star Wars poster, coaster invitations, and custom orange lightsabers. The email campaign included creative and copy customized for each target. All the while, we were busy creating the campaign’s crown jewel creative deliverable:

A nearly 3-minute trailer for Pure Storage set in a galaxy far, far away…

This trailer depicted Pure Storage as a group of rebels fighting against an evil storage empire dead-set on domination.

On the night of the premieres, audiences across more than 200 theatres in the country were treated to their very own cinematic experience.

With thousands of social mentions and impressions, (and even some props from actual LucasFilms attendees) the initial reception was remarkable.

The proof, however, was in the ROI. Nearly two months after the event, the return on investment was nothing short of amazing – we’re talking more than 30x ROI.

Just another example of how the perfect blend of high-quality content, clever strategy, and highly engaging creative can really move the needle in tangible ways.