Promote the new Star Wars Rogue One toys on the day of launch, to increase awareness and drive pre-orders for one of the UK’s biggest retailers, Argos.
Alongside our media partners Markettiers, we persuaded Argos to launch the new Star Wars Rogue One toys with a special online event: a midnight Facebook Live unboxing. Shot in our studio in London, and presented by Through The I’s Creative Director and resident Star Wars superfan, Terence Church, we developed a unique unboxing show that featured two Star Wars experts – toyologist, Pete Jenkinson, and James Burns from Jedi News (who personal owns 39,000 Star Wars toys).
The midnight live stream received 15,000 live views, 218 likes and 315 live comments (the overwhelming majority of which were very positive). The show itself received a very high amount of engagement due to the deliberate structuring and scripting of the show, that featured a 15 minute pre-build up to midnight, as well as a drip feeding of new wrapped toys that the presenter and guests unboxed live.