Beginning in April 2015, Disney and Lucasfilm partnered with Twitter to introduce Star Wars-themed emojis featured at the end of The Force Awakens hashtags. In particular, Disney utilized #StarWars and #TheForceAwakens in their messages. Topsy, RiteTag and Social Mention were used to see how well audiences were engaged with the campaign and to see how and where they were using the hashtags.

1. Star Wars Emoji-Hashtags
on Social Media
Presented by Rebecca Hansen

2. #StarWarsEmojis
Who: Disney and Lucasfilm
What: Added themed emojis
to Tweets
Where: Twitter
When: April 2015- Present
Why: Promotion for the new
film-- The Force Awakens
Dodes, Rachel. Introducing #StarWarsEmojis.
Twitter.com. 16 April 2015. Web.
https://blog.twitter.com/2015/introducing-starwarsemojis

3. Twitter.com/RebeccaHansenPR
Twitter.com/StarWars

4. What we can determine from Social Listening:
How and where does the social media campaign for Star Wars: The Force
Awakens reach audiences?
What keywords are users posting in their messages? Do the keywords match
those promoted by Disney?
How often are the hashtags being used?

5. Topsy (Nov.-Dec. 2015)
http://topsy.com/analytics

6. RiteTag- #TheForceAwakens
https://ritetag.com/hashtag-stats/theforceawakens

7. RiteTag- #StarWars
https://ritetag.com/hashtag-stats/starwars

8. RiteTag- #TheForceAwakens (top) vs #StarWars (bottom)
https://ritetag.com/hashtag-stats/theforceawakens
https://ritetag.com/hashtag-stats/starwars

9. Social Mention (Left-#TFA Right-#SW)
http://socialmention.com/search?q=%23theforceawakens&t=all&l=&filter=&sort_by=date&tspan=m
http://socialmention.com/search?t=all&q=%23starwars&btnG=Search

10. Questions about Disney’s Intentions:
Do you think Disney sponsored these emoji-hashtags solely to promote the film or
was it a branding effort?
Do you think the variety of emojis helped explain the content of the film?
Were the emoji-hashtags successful? If so, do you see other film studios adopting
this tactic?

11. References
Dodes, Rachel. Introducing #StarWarsEmojis. Twitter.com. 16 April 2015. Web.
https://blog.twitter.com/2015/introducing-starwarsemojis
https://ritetag.com/hashtag-stats/starwars
https://ritetag.com/hashtag-stats/theforceawakens
http://socialmention.com/search?q=%23theforceawakens&t=all&l=&filter=&sort_by=date&tspan
=m
http://socialmention.com/search?t=all&q=%23starwars&btnG=Search
http://topsy.com/analytics
http://twitter.com/RebeccaHansenPR
http://twitter.com/StarWars