Disney and Lucasfilm Announce Unprecedented Augmented Reality Event for Force Friday II

Disney and Lucasfilm are once again using innovative technology to engage consumers. Following the worldwide phenomenon of Force Friday in 2015, Disney and Lucasfilm today announced Find the Force, a global augmented reality (AR) event rolling out on Force Friday II (September 1) to commemorate the worldwide launch of new products inspired by Star Wars: The Last Jedi.

The pop-up AR treasure hunt is a unique three-day weekend event taking place September 1–3 at more than 20,000 retail locations across 30 countries. Using their smartphones and the existing Star Wars app, consumers will have the opportunity to activate in-store augmented reality experiences featuring Star Wars characters, including fan-favorites and new surprise additions from the film.

“Force Friday II is a major milestone in the countdown to Star Wars: The Last Jedi,” said Kathleen Kennedy, President of Lucasfilm. “Star Wars has always championed new technology, and we are excited that augmented reality will allow fans to experience the universe in a whole new way.”

To participate in the Find the Force AR event, consumers will need to download the latest version of the Star Wars App, then visit any one of 20,000 participating retail locations to find in-store displays that feature graphics containing the Find the Force logo. They can scan the graphic using the Star Wars App, which will reveal a character, who through augmented reality, will appear in the room. They will then have the opportunity to take photos, record videos and share the experience on social media. New characters will be revealed each day (15 in total across the program’s three-day run). Visit StarWars.com/FindTheForce to learn more about next week’s event, and for a list of participating retailers and websites.

“Force Friday II puts fans right at the center of the action using augmented reality to bring our characters to life like never before,” said Jimmy Pitaro, Chairman, Disney Consumer Products and Interactive Media. “The technology theme continues in the Star Wars: The Last Jedi product line, which is our most innovative yet—we can’t wait for fans to see what’s in store.”

“This campaign is on a bigger scale than the first Force Friday, both in terms of geographic scope and the number of retailers,” Paul Southern, senior vice president, Licensing and Franchise, Lucasfilm, told Yahoo in an interview.

The Star Wars App has a history of utilizing AR to engage consumers, having already used characters such as BB-8, K-2SO and Stormtoopers. Now through the app, consumers can get an early look at the new Porg characters in AR before the treasure hunt goes live at retail. With a dynamic interface, the Star Wars app immerses consumers in breaking news, rich media, social updates, special events and interactive features.

Force Friday II begins globally at 12:01 a.m. on Friday, September 1. Star Wars: The Last Jedi opens in U.S. theaters on December 15, 2017.