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Case Study

Targeted Star Wars Influencer Campaign

The world’s most used navigation app Waze, recently acquired by Alphabet, engaged Praytell to support the launch of a new in-app experience featuring C-3PO’s voice and related experiences in partnership with Star Wars to capitalize on the upcoming film.

The Process

To generate interest and drive downloads, Praytell developed an influencer program, engaging the world’s most influential Star Wars fans from @DepressedDarth to @YodasNews to create buzz and drive downloads during the six-week initiative. We armed influencers with customized toolkits featuring suggested content, creative and popular Star Wars-related incentives to engage their fans.

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The Result

In the first two weeks, our influencers created positive buzz about the Waze Star Wars experience via 77 organic posts with 5.1 million impressions, driving 3,120 retweets/shares, 4,150 likes and hundreds of fan comments. Influencers created a groundswell of excitement among Star Wars fans who shared their reactions from “excellent app, downloaded last night” to “I love how C-3PO calls me master” to “this is way too cool,” ultimately driving new downloads of the Waze app. With four more weeks to go, the campaign continues to build momentum and bring “The Force” to drivers everywhere.

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