To Get People in Stores, Disney Offers ‘Star Wars’ Treasure Hunt
To spur foot traffic — no easy thing in this retail age, even for “Star Wars” — the company has come up with a promotional stunt
that is striking in its breadth: Some 20,000 stores in 30 countries will offer an augmented reality event that will allow participants to uncover “Last Jedi” characters.
Disney, which announced the event in the middle of the night on Thursday, is trying to do three things: sell a ton of “Star Wars” merchandise; activate the “Star Wars” fan base in support of the new movie;
and draw in new fans, particularly younger ones captivated by technology.
LOS ANGELES — Disney is billing a new entertainment experience as a free “treasure hunt” for “Star Wars” fans.
