Disney Consumer Products and Interactive Media wanted to create a worldwide ‘awakening’ ahead of the December 2015 release of Star Wars: The Force Awakens to support the launch of new merchandise months ahead of the movie’s premiere. The challenge was to overcome media reluctance to cover ‘just another product launch’. The team set out to create social conversation by putting fans at the centre of the product launch. The solution was Force Friday: a global fan celebration focused around the new products’ launch targeting millennials and families, globally, to fuel the franchise. A Countdown to Force Friday on September 4 unfolded in 15 cities in 12 countries with a new toy unboxed live by a popular internet personality in each city during 18 hours of continuous programming on the Star Wars YouTube page. Thousands of stores worldwide then opened their doors to fans at midnight. The unboxing was viewed by millions online while thousands of fans lined sidewalks and swarmed aisles helping to boost toy sales by 6x their weekly average.