We integrated the world of Star Wars into the functionality of popular Google apps and experiences. All fans had to do was answer one simple question: light side or dark side of the Force? That single choice transformed their Gmail inbox, brought lightsabers to YouTube, added stormtroopers, Resistance pilots, X-wings and TIE Fighters to Google Maps, and much, much more.

In the weeks before The Force Awakens launch, Google unveiled the integrations to fans around the world in 32 different languages.

Using social, takeovers and online film, we drove people to a site where they could choose the light or dark side of the Force.

That single choice transformed their Google experience across Gmail, Maps, Chrome, YouTube, and more.

Results since launch:

2.5 billion social impressions

1.62 billion media impressions

Mentions in 81 countries