Introducing Disney to Star Wars fans
Disney Interactive chose the Star Wars Celebration Europe in Essen, Germany, as their first activation since The Walt Disney Company acquired the rights to the Star Wars brand. They created a Star Wars takeover of their Club Penguin website and asked Saynor Events to create a brand experience to introduce it to tweens and their parents.
We worked with the show organisers to understand where would attract the most footfall from tween Star Wars fans, booking a corner site next to one of the main thoroughfares where the stormtrooper parades passed by.
An open layout encouraged people onto the stand, and laptop terminals allowed them to explore the Club Penguin website. The stand was staffed with Disney team members who answered questions, demonstrated the site’s features and benefits, and encouraged sign-ups.
We added bold and attention-grabbing graphics, glowing light sabres and gave the laptop counters and screens a futuristic style. And our Club Penguin character standees offered the perfect take-home moment, proving hugely popular for photo opportunities.