One of the most hotly debated topics on the internet concerns the number of advertisements a person sees in any given 24hr period, inclusive of print, online, billboard, and all sorts of other ways brands try to reach their audience. Unfortunately, most of the numbers seem to be pulled out of the ether, with anything from 500 to an exhausting 5,000 listed as the magic number.
Different Types of Promotions
Regardless of the actual figure, there’s no denying that everybody sees advertisements or promotions somewhere, as almost every business has a vested interest in capturing more customers. Online, advertising can be a little more nuanced, for example, the casino offers for new clients at Paddy Power often take the form of gifts or rewards for making purchases.
Paddy Power states that its bonuses are designed to be varied so that they can meet the needs of individual customers, whether that’s beginners just starting out or established players trying to get more plays for their money. As the online casino market is one of the most crowded areas of commerce, the use of advertising and promotions can sometimes be the only way to cut through the noise.
Franchises like Star Wars tend to take a different approach, which, on the surface, can appear directionless. George Lucas’ landmark space opera has found itself emblazoned on backpacks, pinball machines, t-shirts, and mugs over the past four decades. In fact, an article from TV Guide also lists a Star Wars-themed walking frame, chopping board, and toaster. Want a Jar Jar Binks Pez dispenser? Those are available too.
“Win the Jedi”
Of course, this is all in the name of getting the Star Wars brand out there into the (real) world and satiating fans’ hunger for more stuff. One of the series’ repeat customers actually seems quite mundane compared to the oddities listed above – chips, more specifically, Pringles. The tube-based potato snack has worked with Star Wars twice, in 2005 and 2013. In the former case, the promo was in celebration of Star Wars: Episode III – Revenge of the Sith.
Much like in sports, sci-fi franchises can have official sponsors of all shapes and sizes, so Pringles briefly became Star Wars’ “official snack partner”. For each lightsaber sticker found inside a Pringles tube, the 2005 campaign gave out prizes including an experience with Lucasfilm’s stunt team. It was called the “Win the Jedi Challenge” and formed part of an effort to rebrand Pringles in the face of increased competition from other snack brands.
Closer to the present, a video competition in 2013 saw Pringles and Star Wars reconnect across the gulf of space. The objective of this contest was to create a short movie of around a minute that could form part of Pringles’ TV advertising plans. As an example, the creative agency at the centre of the promotion, Tongal, suggested a video of Yoda, “using The Force” to make a can of Pringles fly.
Mercifully, Darth Vader eating from a can of Pringles was strictly banned in the competition’s ruleset.