SlideShare a Scribd company logo
1 of 23
The Force Behind
The Star Wars Instagram Account:

LOST CONTENT
BROUGHT TO YOU BY
It began with a Darth Vader Selfie
‣If you’re looking to launch in a social space,
then what better way to do it than with one
of your most iconic characters and the
platforms most popular pose.

‣On the 2nd of December - Star Wars

launched on Instagram with the fairly simple
image on the left.
Why?
‣Star Wars are beginning production on a new film rumoured to release in 2015. But the
account doesn’t seem to be giving much away about that.

‣The why isn’t all that important when you look at the account, what the account does
show is the power of Lost Content

‣They are leveraging the reasons that people love the iconic franchise and brand in a very
cost effective and easy way.
Using Old TV Ads
‣Not even high quality but definitely hard to
find: http://instagram.com/p/h1utaPM_fT/
Behind The Scenes Originals
‣Back when Star Wars was first released,

many of the shots taken on set would have
gone unseen. Some perhaps unappreciated
and mundane at the time now give an
extraordinary snap shot: http://
instagram.com/p/h9cKACM_Zl/
Humour
‣Old visuals or new shots taken they leverage
classic characters in different situations:
http://instagram.com/p/hl4SNFM_W7/
Trivia
‣The CGI has moved on a lot in the more

recent movies compared to that in the first.
Knowing it wasn’t all computer generated
graphics back then makes the originals all
them more fascinating: http://
instagram.com/p/iR7XJpM_ZZ/
Archives
‣Star Wars is lucky, they do indeed have quite the archive of content including 6 movies, all
the spin off merchandise, a variety of loved characters and a global fan base.

‣This is what makes it easy for them, a healthy archive of unseen content.
‣Very few people have been on the set of a Star Wars film but there’s a chance to give a
glimpse into that
An Instagram generation were not around when
then first ads for the original toys were on air
How close has anyone ever seen an
original lightsaber?
‣#Latergram - normally used to reminisce

or perhaps a picture your posting on Sunday
afternoon from your saturday nigth out.

SIDE NOTE...
They do a great job playing
on the culturally popular
Instgram hash tags.

‣The Darther Vader images contained bother
the #selfie hastag but also #gpom gratitoius picture of myself.

‣They’re playing the hashtag game to the
right level.
Lost Content
‣Lost Content is anything which may have previously never have seen the light of day, the photos
that didn’t make the magazine spread, the behind the scenes footge that didn’t make the DVD
extras, the things which have been forgotten as they only lived as a TV ad in one country for a
couple of months 30 years ago.

‣Star Wars are doing an amazing job of using potentially Lost Content and giving it to people in a
very simple and straight forward way through Instagram.

‣They don’t need to mobilise a specialist team to create content, they just have to go back through
the years of content they have collected and currate it.
Lost Content
‣Every brand, product, franchise and person has Lost Content in some shape or form.
‣The stuff that happened before the levels of documentation we see today, before you had a
high resolution camera on you every minute of the day.

‣The stories or pictures which didn’t seem all that exiciting at the time but now, people
might want to hear.

‣Content that is created by fans.
Catching Lost Content

You might not be a multi million dollar franchise owned by Disney,
but chances are you’ll have some Lost Content laying around...
Maybe rights issues are going to get in your way and you can’t
use all the off takes from your most iconic ad that everyone still
speaks about 20 years later...
Don’t let it happen again...
Realise the importance of captruing everything around your main
campaign, photoshoot, event or R&D department.
Who else is doing it right?
Obviously Red Bull...

Never simply filming an event
Who else is doing it right?
GoPro

An army of users creating an archive for them...
Who else is doing it right?
NASA

The only account that has such an archive...
Who else is doing it right?
LEGO

Plenty in the archive, but they could always build more
Who else is doing it right?
Patagonia

Brand ambassadors are living the lifestyle already, use it. Catalog archives full of shots
3 tips for Star Wars success
1) Find the archive, what is available that you have rights to use from your brands history. No
history yet - how about what came before the brand?
2) Search Instagram #brandname you might be surpirsed. Ask permission and show of the
good stuff.
3) Never leave home without the photographer - a shoot, event, visit to the factory. Anything
where a unseen visual story might pop up.
For more no-nonsense social…

Follow
Visit
Subscribe

More Related Content

More from Mark Carroll

Career advice from an accidental creative
Career advice from an accidental creativeCareer advice from an accidental creative
Career advice from an accidental creativeMark Carroll
 
What's with all the noise about Podcasts?!
What's with all the noise about Podcasts?!What's with all the noise about Podcasts?!
What's with all the noise about Podcasts?!Mark Carroll
 
10 Tips For Finding Your Tone Of Voice
10 Tips For Finding Your Tone Of Voice10 Tips For Finding Your Tone Of Voice
10 Tips For Finding Your Tone Of VoiceMark Carroll
 
The Branded Web - Trends: Retail
The Branded Web - Trends: RetailThe Branded Web - Trends: Retail
The Branded Web - Trends: RetailMark Carroll
 
The Branded Web - Trends: Music
The Branded Web - Trends: MusicThe Branded Web - Trends: Music
The Branded Web - Trends: MusicMark Carroll
 
Door Ditch - The Doors Of Shoreditch Pecha Kucha
Door Ditch - The Doors Of Shoreditch Pecha KuchaDoor Ditch - The Doors Of Shoreditch Pecha Kucha
Door Ditch - The Doors Of Shoreditch Pecha KuchaMark Carroll
 

More from Mark Carroll (9)

Career advice from an accidental creative
Career advice from an accidental creativeCareer advice from an accidental creative
Career advice from an accidental creative
 
What's with all the noise about Podcasts?!
What's with all the noise about Podcasts?!What's with all the noise about Podcasts?!
What's with all the noise about Podcasts?!
 
10 Tips For Finding Your Tone Of Voice
10 Tips For Finding Your Tone Of Voice10 Tips For Finding Your Tone Of Voice
10 Tips For Finding Your Tone Of Voice
 
20/14 Vision
20/14 Vision20/14 Vision
20/14 Vision
 
The Branded Web - Trends: Retail
The Branded Web - Trends: RetailThe Branded Web - Trends: Retail
The Branded Web - Trends: Retail
 
The Branded Web - Trends: Music
The Branded Web - Trends: MusicThe Branded Web - Trends: Music
The Branded Web - Trends: Music
 
Door Ditch - The Doors Of Shoreditch Pecha Kucha
Door Ditch - The Doors Of Shoreditch Pecha KuchaDoor Ditch - The Doors Of Shoreditch Pecha Kucha
Door Ditch - The Doors Of Shoreditch Pecha Kucha
 
Social Sparks
Social SparksSocial Sparks
Social Sparks
 
Social Sparks
Social SparksSocial Sparks
Social Sparks
 

Recently uploaded

A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 

Recently uploaded (20)

A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 

Star Wars, Instagram and the Force behind Lost Content from @EatSleepSocial

  • 1. The Force Behind The Star Wars Instagram Account: LOST CONTENT BROUGHT TO YOU BY
  • 2. It began with a Darth Vader Selfie ‣If you’re looking to launch in a social space, then what better way to do it than with one of your most iconic characters and the platforms most popular pose. ‣On the 2nd of December - Star Wars launched on Instagram with the fairly simple image on the left.
  • 3. Why? ‣Star Wars are beginning production on a new film rumoured to release in 2015. But the account doesn’t seem to be giving much away about that. ‣The why isn’t all that important when you look at the account, what the account does show is the power of Lost Content ‣They are leveraging the reasons that people love the iconic franchise and brand in a very cost effective and easy way.
  • 4. Using Old TV Ads ‣Not even high quality but definitely hard to find: http://instagram.com/p/h1utaPM_fT/
  • 5. Behind The Scenes Originals ‣Back when Star Wars was first released, many of the shots taken on set would have gone unseen. Some perhaps unappreciated and mundane at the time now give an extraordinary snap shot: http:// instagram.com/p/h9cKACM_Zl/
  • 6. Humour ‣Old visuals or new shots taken they leverage classic characters in different situations: http://instagram.com/p/hl4SNFM_W7/
  • 7. Trivia ‣The CGI has moved on a lot in the more recent movies compared to that in the first. Knowing it wasn’t all computer generated graphics back then makes the originals all them more fascinating: http:// instagram.com/p/iR7XJpM_ZZ/
  • 8. Archives ‣Star Wars is lucky, they do indeed have quite the archive of content including 6 movies, all the spin off merchandise, a variety of loved characters and a global fan base. ‣This is what makes it easy for them, a healthy archive of unseen content. ‣Very few people have been on the set of a Star Wars film but there’s a chance to give a glimpse into that
  • 9. An Instagram generation were not around when then first ads for the original toys were on air
  • 10. How close has anyone ever seen an original lightsaber?
  • 11. ‣#Latergram - normally used to reminisce or perhaps a picture your posting on Sunday afternoon from your saturday nigth out. SIDE NOTE... They do a great job playing on the culturally popular Instgram hash tags. ‣The Darther Vader images contained bother the #selfie hastag but also #gpom gratitoius picture of myself. ‣They’re playing the hashtag game to the right level.
  • 12. Lost Content ‣Lost Content is anything which may have previously never have seen the light of day, the photos that didn’t make the magazine spread, the behind the scenes footge that didn’t make the DVD extras, the things which have been forgotten as they only lived as a TV ad in one country for a couple of months 30 years ago. ‣Star Wars are doing an amazing job of using potentially Lost Content and giving it to people in a very simple and straight forward way through Instagram. ‣They don’t need to mobilise a specialist team to create content, they just have to go back through the years of content they have collected and currate it.
  • 13. Lost Content ‣Every brand, product, franchise and person has Lost Content in some shape or form. ‣The stuff that happened before the levels of documentation we see today, before you had a high resolution camera on you every minute of the day. ‣The stories or pictures which didn’t seem all that exiciting at the time but now, people might want to hear. ‣Content that is created by fans.
  • 14. Catching Lost Content You might not be a multi million dollar franchise owned by Disney, but chances are you’ll have some Lost Content laying around...
  • 15. Maybe rights issues are going to get in your way and you can’t use all the off takes from your most iconic ad that everyone still speaks about 20 years later...
  • 16. Don’t let it happen again... Realise the importance of captruing everything around your main campaign, photoshoot, event or R&D department.
  • 17. Who else is doing it right? Obviously Red Bull... Never simply filming an event
  • 18. Who else is doing it right? GoPro An army of users creating an archive for them...
  • 19. Who else is doing it right? NASA The only account that has such an archive...
  • 20. Who else is doing it right? LEGO Plenty in the archive, but they could always build more
  • 21. Who else is doing it right? Patagonia Brand ambassadors are living the lifestyle already, use it. Catalog archives full of shots
  • 22. 3 tips for Star Wars success 1) Find the archive, what is available that you have rights to use from your brands history. No history yet - how about what came before the brand? 2) Search Instagram #brandname you might be surpirsed. Ask permission and show of the good stuff. 3) Never leave home without the photographer - a shoot, event, visit to the factory. Anything where a unseen visual story might pop up.
  • 23. For more no-nonsense social… Follow Visit Subscribe