HP LaserJet - Star Wars Tie-In

In late 2015, we were tasked with producing creative in support of HP's sponsorship of Star Wars: The Force Awakens. As a Star Wars fan, I was thrilled to weave the galaxy far, far away into my work. As a creative, however, I winced at some of the limitations placed upon us.

First, we were severely restricted in the Star Wars assets we could use. Certain characters - and the entirety of the original and prequel trilogies - were off-limits.

Second, we were concepting before the film's release for creative that would not run until January, and we had no more than trailers and speculation to go on.

Third, our creative had to not only tie back to HP business-grade LaserJet printers, but also nod to Office Depot's seasonal "Gear Up for Great" campaign. Okay... 

"Never tell me the odds!"

Without the time or budget to support a fully concepted and integrated campaign, we set up a social plan with three main pillars. One would embrace double entendres to link Star Wars and HP Business LaserJets. Another would focus on LaserJet features, using Star Wars as something of a proof point. And the third would employ a hybrid of both to drive traffic to Office Depot.

Double Entendres

New spherical toner gives you up to 33% more pages/cartridge. #GearUpForGreat & see #StarWars hp.tl/6016BbGjs

When it comes to print security, we don't take chances. #GearUpForGreat & see #TheForceAwakens hp.it/6019BdDYf 

LaserJet Features

HP Private Print keeps all your documents safe. #GearUpForGreat     and see #TheForceAwakens again hp.tl/6016BbGjs

Work smarter, leave earlier. #GearUpForGreat w/ HP LaserJets & see #TheForceAwakens again hp.tl/6016BbGjs

Mobile printing’s a breeze w/ HP LaserJets. #GearUpForGreat & see #TheForceAwakens again hp.tl/6016BbGjs

HP LaserJets get your pages out in less than 12 parsecs. #GearUpForGreat and see #StarWars hp.tl/6016BbGjs

Hybrid

Speed? Lasers? Are we talking about an X-Wing or an HP LaserJet? #GearUpForGreat hp.tl/6010BbGkG

Banner ads and social card lead to Office Depot landing page with tongue-in-cheek X-Wing vs. LaserJet infographic (right), LaserJet product information and special promotional offers.