To broadcast the exclusive availability of Star Wars Rogue One merchandise at Walmart, Golin turned to JMG to make sure the media was listening. JMG was challenged to develop a unique packaging solution for Star Wars Action Figures that would break through the clutter. A uniquely personalized element was to be incorporated and to create media buzz, the timing and a high-impact delivery was key.
JMG designed a custom shadow-box to showcase the six-inch Black Series Action Figure—Scarif Stormtrooper—the centerpiece of the awareness campaign. Enclosed in the packing was an oversized announcement postcard with personalized message from Walmart’s senior toy buyers. To incent immediate opening upon delivery, teaser messaging was included on the outer box. That’s marketing inside out.
The Results: JMG’s carefully coordinated dimensional packaging solution generated a high level of brand and product awareness. Not only did the media outlets broadcast the exclusive product release, they responded with unprecedented enthusiasm. Golin noted the campaign made a significant impact on product announcement projections.