Maybe you have noticed, Disney’s been building up anticipation the last months (years?) towards the release of this May 27’s “Kenobi”. A 6-episode series covering the adventures of Jedi master Obi-Wan Kenobi set 10 years after the events from the movie “Revenge of the Sith”. Not going into explaining the whole thing like the fanboy I am, you can google it yourself.

Aside from trailers, teasers, snippets, media roadshows and the like, surely the people at Disney could come up with something that matches the magic of one of the biggest franchises on the planet? The answer: yes, they have.

If you open Spotify on your laptop and click on a John Williams playlist involving his works on Star Wars, you’ll soon notice the play bar looks different. It’s a lightsaber. Yes, they have actually created this amazing easter egg in Spotify for the millions of fans to discover. Okay, great, is that it, you may think. It’s a visual they changed, so what? Well, if you click on the lightsaber, you can change the type of saber (you really need to be into this stuff to appreciate this) and the color of the blade as well.

This is how it works. That 360-campaign stuff, the through the line, cross media lingo we marketers like to talk about. Dream about. And it’s even with Spotify, which is way more challenging than just making a goofy video and putting it on Youtube, or Insta or Tiktok. In a way fitting with the brand and property. Kudos to the people at Disney showing how its done, in a way that excites tens of millions of people. Cause that’s what they’re after, it’s at that a scale. 

Check it out yourself if you don’t believe it. It’s not a Jedi mind trick.