Awaken the Force Within integrated the world of Star Wars into the Google apps and experiences people use every day.

With one big idea, we invited the world to change their Google apps to the light side or the dark, transported fans to Jakku using Google Cardboard, and then turned people’s phones into lightsabers in a two-screen Chrome Experiment.

On a central campaign site, the program unfolded around the world in 3 different chapters:

CHOOSE YOUR SIDE: It all started when we invited the world to choose between the light or dark side. That single choice transformed their Google experience across Calendar, Chrome, Gmail, Maps, YouTube, and more.

JAKKU SPY: Weeks before the premiere, we launched a VR experience that let fans step into the first scene of The Force Awakens. Using limited edition Google Cardboard viewers, fans were dropped into the middle of the action on Jakku to decipher holographic messages from BB-8.

LIGHTSABER ESCAPE: And finally, when movie anticipation reached an all-time high, we created a two-screen Chrome Experiment that turned people’s phones into lightsabers, and their childhood dream into a reality.

PR: During the official press junket for The Force Awakens, we created an immersive installation to allow journalists to get a hands-on experience of our integrations.

Results since launch:

- 2.5 billion social impressions

- 1.62 billion media impressions

- mentions in 81 countries

- made countless dreams come true