Looking to promote the partnership between Disney/Lucasfilm and General Mills Cereal for the latest Star Wars installment, "The Rise Of Sky Walker", The agency and General Mills teamed up to create an immersive pop up activation that was out of this world. This marked not only the final episode of the Skywalker saga, but also 40 years of partnership between General Mills and Star Wars. The goal was to celebrate and commemorate these two monumental moments by transporting Star Wars fans to another galaxy and provide an enhanced and shareable experience for fans attending the film premier. Success was measured by foot traffic generated, number of cereal samples delivered, and the amount of content shared from the experience.

The overarching concept was to bring far away galaxies to earth's door, which came to life as an earth-based space station that celebrated 40 years of collaboration between General Mills and the Skywalker saga. White & black domes were erected to tell this story; a play on the Force & the Dark Side. The white dome acted as a modern Star Wars canteen repurposed for sampling General Mills cereals and telling the 40-year heritage story. The black dome was used for an immersive project mapping experience and social moment that allowed visitors to recreate the movie poster as a social takeaway. Every detail was considered, from packaging to lighting to staff uniforms, ensuring a fully immersive end-to-end experience for fans.

The activation was strategically timed alongside the premiere week of the film in order to capture Star Wars fanatic fans and families ranging from 6-35 years old. With the notable event location of El Capitan Theater on Hollywood Blvd, the galactic space domes that housed our experience achieved the stoppable factor to capture a broad range of consumers in addition to our base of target consumers. Placing the pop up immediately next to the theater ensured we would capture not only the general public as they swarmed the theater for the premier, but also meant the pop up attracted celebrities and influencers who had private access to the space.

Capitalizing on a high traffic location next to the El Capitan Theater, the pop up transported fans to the Mills Galaxy, a multi-sensorial experience that celebrated the rich history of partnership between Disney/Lucasfilm and General Mills while highlighting epic moments of the current film. Stepping inside, visitors witnessed 40 years of historical packaging, toys and games and enjoyed cereal samples. As fans continued through the experience, shareability was promoted by providing an epic photo moment that replicated the “Rise of Skywalker” official film poster. The details of projection mapping and propping delivered an immersive experience that consumers couldn’t help but share. Every tiny detail was considered from leveraging new packaging technology to achieve "space grade" cereal sample packs down to the uniforms of the staff working the event, allowing guests to feel truly immersed in the Star Wars multiverse. The timeline was 90 days from project brief to "go live".

* Secured 18 pieces of coverage, reaching an audience of nearly 1.3MM consumers (KPI: 3 pieces of coverage; 1MM impressions)

* Strong creative assets supported 100% of coverage featuring visuals (Benchmark: 75%)

* The experience resonated positively with media, influencers and consumers, resulting in 100% net positive coverage across channels (Benchmark: 85%)