Indiana Jones, played by mega-movie star Harrison Ford, is perhaps one of the most popular characters in modern film history. So when Lucasfilm prepared the publication of the fifth and last film of the character’s successful series, Indiana Jones and the Blade of DestinyThe studio focused on creating a big stir.
Lucasfilm and one of its proven partners, Lunch packlaunched an omnichannel campaign to coincide with the release of the merchandise and gift retailer’s Indiana Jones collection. The result was an influencer-driven social media bonanza that enabled an immersive shop-in-shop experience at BoxLunch’s Barton Creek Square store in Austin, Texas.
BoxLunch’s internal social, visual, creative and brand teams worked together to develop a multi-pronged strategy to drive 20-piece multi-category collection over In-store events, influencer engagement And Social media campaigns. In addition, the retailer launched e-commerce, PR support and a range of other tactics, including the carefully coordinated use of influencers, and achieved a total of more than 132.6 million impressions.
“BoxLunch has a long-standing partnership with Lucasfilm and we have collaborated on several campaigns in the past,” said Brittany Curl-Medina, Marketing Manager at BoxLunch, in an interview with Retail TouchPoints“The team felt that the shop-in-shop opportunity was a perfect fit for the launch of the film and our accompanying collection.”
Although only one store offered the comprehensive shop-in-shop experience, the collection was available in more than 240 BoxLunch stores that were “equipped with special windows and store displays to celebrate the release of the latest Indiana Jones adventure,” Curl-Medina explained. In the stores, the retailer hosted two In-store events with DJ entertainment, quizzes and giveaways.
Using the power of influence
By engaging several social media influencers within the brand’s BoxLunch Collective partner program, the retailer and Lucasfilm were able to drive attention to the collection and the shop-in-shop experience. Creator Kurt Tocci (@kurttocci), for example, developed two TikTok videos and an Instagram reel that successfully captured the visual essence of the space and amplified the campaign hashtag #BoxLunchxIndianaJones. This creator collaboration alone brought 1.49 million social impressions and almost 7,400 social engagement, with an engagement rate of 0.49%.
“BoxLunch leveraged influencers like @kurttocci to amplify the hashtag for a structured approach to monitoring and leveraging influencer content so we could maximize the campaign’s reach and engagement,” explained Curl-Medina.
Although the program “involves pop culture enthusiasts with significant social media influence,” BoxLunch and Lucasfilm had very specific campaign criteria, including factors such as Number of followers And Engagement ratesBut on a more fundamental level, the companies also valued “alignment with our values and our audience and, of course, a passion for Lucasfilm fan communities like Indiana Jones,” she explained.
BoxLunch provided various content and amplification opportunities to the select members of the collective who wanted to participate in the campaign. The retailer showcased products, announced sweepstakes, and even ran Instagram story event takeovers with the influencers.
“Influencers also had the opportunity to select an item from the Indiana Jones collection to promote, allowing them to create content that reflected their unique personality and approach while aligning with the campaign’s goals,” noted Curl-Medina. BoxLunch used the GRIN marketing platform to effectively track all the moving parts of the influencer campaign.
“The success of the campaign resulted in significant footfall, increased social impressions and increased engagement, demonstrating that leveraging immersive experiences and influencer partnerships is effective in increasing consumer engagement and brand awareness,” said Curl-Medina. “Future campaigns will continue to incorporate these elements, with a focus on creating unique, engaging experiences and strategically selecting influencers to increase the campaign’s reach.”
