Stance: Shop With the Force [video]

Credits & Description:

Agency: Zambezi
Brand: Stance
Country: USA
Advertising Agency: Zambezi, Venice
Entrant Company: Zambezi, Venice
Media Agency: Zambezi, Venice
Pr Agency: Zambezi, Venice
Production Company: Active Theory, Los Angeles
Additional Company: Screen Novelties, Los Angeles
Sr. Art Director: Chris Rutkowski (Zambezi)
Associate Creative Director: Ben George (Zambezi)
Designer: Sean Jackson (Zambezi)
Head Of Content: Alex Cohn (Zambezi)
Producer: Andrew Gage (Zambezi)
Account Supervisor: Jared Jue (Zambezi)
Managing Director: Pete Brown (Zambezi)
Director Of Digital: Ricardo Diaz (Zambezi)
Executive Creative Director: Josh Dimarcantonio (Zambezi)
Producer: Sean Carnage (Zambezi)
Founder + Ceo: Chris Raih (Zambezi)
Copywriter: Jack Collier (Zambezi)
Associate Creative Director: Nick Rodgers (Zambezi)
Outcome:
The Stance Star Wars campaign unleashed Empire-sized social buzz:- Users spent an average of 3-minutes on Shop With The Force.- Activations earned a social reach of 3.4 million. - Stance became a #2 trending topic on Twitter.- The site beat sales projections by 300%.- Stance had its highest single sales day ever.Not bad for a rebel sock brand with zero paid media.
Execution:
Shop With The Force turns the tired product carousel into a fanboy dream come true. This first-of-its-kind, e-commerce experience combines complex motion-tracking software with a seamless webcam interface that empowers visitors to shop, spin and buy Stance using only hand gestures as they relive sock-themed scenes from the original trilogy. Intuitive UX makes shopping easy to learn, magical to control and exciting to master. Digital development, sound design and sock stop motion animation was concurrently executed in less than four weeks by a small team of eight experts.
Strategy:
Behave like the rebellion. With Death-Star-sized brands like Walmart and Target outspending us, our strategy was to attack like rebels with proton-torpedo precision. All creative had to be smarter, more efficient and more authentic to the Star Wars universe than any other co-marketing brand. The site was engineered to take advantage of the most underutilized, built-in mobile feature: the accelerometer. Data gathered at every stage helped enhance user interaction and subtly tweak the difficulty level of the “Force” effects after campaign launch.We targeted Star Wars influencers and superfans to ensure Stance earned reach beyond spend with content and activations designed to be shared and talked about.
Campaign Description:
At the height of Star Wars hype, we were asked to get people excited about socks. Yep, socks. With competitors like Target and Walmart launching their own Star Wars sock lines, we took a rebel approach by leveraging limited assets to create reach beyond spend. The mobile product website uses seamless accelerometer navigation to mimic “The Force” so that anyone can shop for Stance Star Wars socks on any mobile device without laying a finger on their screen. The mobile experience creates a novel new way to explore Stance products with a product story that stays true to Star Wars fans and the films. Shop With The Force unleashed Empire-sized social buzz with out-of-this-world mobile shopping. Not bad for a rebel sock brand.
Synopsis:
Stance, an indie sock brand, wanted to launch limited-edition, Star Wars socks on an even more limited budget, at the height of the new movie’s marketing hype, all while big box retailers were launching their own co-branded sock lines.