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A few weeks ago, we covered the story of how two Techstars alumni, Sphero and Naritiv (both from Disney accelerator ‘14), worked together on the launch of BB-8™, the App-Enabled Droid by Sphero, based on the character from the upcoming Star Wars™ film. Sphero was looking for a partner — who could move at the speed of startup — to tell their story globally. They found that in Naritiv, who brought the technology, analytics and Snapchat expertise to lead the campaign and measure its success.

“Our marketing is completely intentional to what we want people to see, feel, and experience,” explains Ross Ingram, Head of Community & Marketing Programs at Sphero. “Everything starts with a story.”

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The companies joined forces to launch a new platform for the Sphero brand using Snapchat to create more meaningful human interactions and shared experiences. For this campaign, they built creative content by capturing the excitement of the global Force Friday event with Snapchat influencers in Paris, London, Dublin, New York, and San Francisco, as well as Sphero team members snapchatting in Tokyo, Milan, and Chicago, launching BB-8 into the world.

Check out the campaign highlights:

  • 10.3m views in just over 24 hours
  • 69.1m seconds watched
  • In the total number of seconds watched, you could watch all six Star Wars movies 1,445 times!
  • The Snapchat Stories extended the conversation to other social platforms bringing nearly a half a million additional fan engagements.
  • Check out the Sphero Force Friday Snapchat Recap in these fun video highlights and read more in this Wall St. Journal article!

Congratulations to Naritiv, Sphero and Disney on such a successful collaboration!

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Kerri Beers
Director of Marketing at Techstars