The uncommon force

The Brief

Launch Stance’s new Star Wars sock collection through social content and a promo website rebrand.

Insight

Whats the point of shopping normally when you have the force

The idea

Harness the Force to navigate the Stance x Star Wars website. Your device's camera tracks your hand, transforming it into your own personal Force-powered cursor, gamifying the shopping experience. To amplify the buzz, we created social content featuring the socks in skate videos shot at iconic Star Wars filming locations.

How we did it

Relive iconic Star Wars scenes through themed socks, each with its own interactive journey playable on your device. Using your phone's motion sensors or your computer's webcam, harness the Force to shop and play, wielding your digital hand like a Jedi or Sith to grab limited-edition socks and navigate the site. Influencer-created holograms spread the word across social media.

Overview

Not only did the campaign experience immense social buzz, with over 3.4 million activations and #Stance becoming the number two trending hashtag on Twitter, it beat sales projections by 300%. On Cyber Monday, Stance sold the most socks it has ever sold in a single day. Online shoppers were spending an average of 3 minutes on the site, using the force to explore the different Star Wars socks.

What shopping with the force looks like…

Calibrate your force

testing the force

shop with The force on mobile

Influencer handouts

We crafted an exclusive hologram invite for key influencers: a custom box containing an iPad and a bespoke holographic projector. This one-of-a-kind unboxing experience featured a personalized message from a Star Wars character, delivered as a classic hologram, along with a selection of rare edition socks.