How can the Force be used to capture the attention of Yandex users?

1. How can the Force be used to
capture the attention of
Yandex users?

2. A long-term special project between Disney and Yandex
Disney and Yandex came up with a unique special project
for the premiere of "Star Wars: The Force Awakens" in
Russia.
Yandex had the opportunity to present the Russian version
of the movie trailer to its users, and in turn, the users got the
chance to install special themed wallpaper on their browsers
designed to capture the essence of the Force.
The new movie trailer, made especially for Yandex users,
was presented by J.J. Abrams, the director of the new
episode of the legendary space saga.
The release of the new movie trailer is part of a broad
partnership between Disney and Yandex in support of the
new blockbuster "Star Wars: The Force Awakens" in Russia.

3. Objective
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Achieve maximum exposure. Period:
02.2015 – 02.2016
Used:
> Special project with
Yandex
Create and stoke anticipation
throughout 2015 for the film's
debut.

4. Project stages
Choosing a side —
themes for designing
Yandex's main page
24 hours of exclusive
content on Yandex
Final countdown in
days until the
premiere
Start of movie
ticket pre-sales
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5. Step one

6. Choosing a side of the Force
In 2015, users could find a teaser challenging them to choose a side of the Force on Yandex's home page.
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Teasers

7. Choosing a side of the Force
Dark Light
Users chose a personal theme which was then shown on the Yandex home page on all their devices.
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... and for whatever reason
the dark side was chosen
more often

8. Step two

9. A unique teaser
April 2015
A movie teaser was
displayed for 24 hours at the
top of all search results for
any inquires related to any of
the films.
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10. A unique movie trailer for 24 hours
October 2015
For 24 hours users could click on
the Star Wars themed logo and
watch the video right on the
Yandex home page.
One more theme also cropped up
featuring the main villain.
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11. Step three

12. Final countdown
October 2015
Two months prior to the film's
debut, all personal themes
were supplemented with an
interactive element: a final
countdown of remaining days.
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13. Step four

14. Early online ticket sales
November 2015
A month before the film's debut,
a button was added to purchase
tickets that linked to
Yandex.Afisha.
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0,52%– was the maximum CTR of the button two days prior to the premiere

15. Results

16. Results
4,120,900
users installed
the themes*
19.4%
users kept the installed
themes after the movie's
debut
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* This is roughly 8% of Yandex's monthly audience