This live action trailer was designed for an audience that identifies with Star Wars through the medium of film. Taking the elements of Star Wars out of a Star Wars environment and placing it into the real world brought the experience into our fans' lives. All the while maintaining a connection with the Star Wars intellectual property by observing all the rules of that world – from light sabers to blasters to Jedi and Sith powers, every detail was taken directly from the brand bible of this iconic property.

Electronic Arts has a vast database of mainstream “hit buyers” – the total of which is close to 43MM. We then targeted 20MM gamers whose purchase habits indicated an affinity for Star Wars, third person games and story driven content. Of this number, over 2MM viewed the video (10%). Since the launch of the email promotion, the game saw a spike in players, drawing in over 2MM new players with thousands trickling in over the past several months.