'Darth Vader: What Are You Going To Do Next?' is the title of a newly published Disney Parks Disneyland film.
The video shows Darth Vader enjoying various rides at Disneyland and, after the Disney / Lucas announcement, the description simply states 'now that Darth Vader is part of the Disney Family, find out where he's going next.'
In itself the Darth Vader Disneyland film is a nice piece of brand content. However, this is actually a re-edit of a video that was first published in June 2011, but topicality has made it stronger and enabled it to have a second wind - a great illustration of how news events can be used to drive the content / Owned media agenda.
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The video shows Darth Vader enjoying various rides at Disneyland and, after the Disney / Lucas announcement, the description simply states 'now that Darth Vader is part of the Disney Family, find out where he's going next.'
In itself the Darth Vader Disneyland film is a nice piece of brand content. However, this is actually a re-edit of a video that was first published in June 2011, but topicality has made it stronger and enabled it to have a second wind - a great illustration of how news events can be used to drive the content / Owned media agenda.
Related posts
Like this post?
Then subscribe to regular updates from this blog -
click here to use a Reader or click here to get email updates
1 comment:
It's a scary thing for a 30-something Star Wars fan to see an asset like Darth Vader used like that. I guess the francise has been given to the kids now and we've got to let go. In any case, the timing is certainly spot on!
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