Win the Jedi Challenge was created within the context of a partnership between Pringles (P&G) and Lucas Films for the release of Episode III of the Star Wars films. Viral films were the heart of an operation based on the concept 'the force is in the box', targeting 15-24 year old men (with a secondary target of 24-35 year old men). The objectives were twofold:-increase brand notoriety -increase sales.