Star Wars Kinect on Xbox

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The Problem:

With the launch of the Star Wars Kinect game, Xbox needed more than just another trailer or product announcement—they needed a way to create buzz and draw in not just die-hard fans, but casual gamers too. 

 

The Insight:

Star Wars is one of the most iconic franchises in pop culture—even if you’re not a fan, you still look when you see something Star Wars-related. That instinct to pay attention, even for a second, gave us our hook.

 

The Solution:

We launched a witty, self-aware online activation cry for help message from Princess Leia:
“This is our most desperate hour. Help me, Obi-Wan. You're my only hope.” 

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Playful, unexpected, and perfectly on-brand, the campaign uses technology of the famous scene in the first Star Wars movie to connect with its audience. It teased the game without heavy exposition—just enough to make people stop, smile, and decode the hidden message. A simple idea, executed with Jedi precision.