Through Zazzle.com's partnership with Lucas LTD., I had the amazing opportunity to create the first officially licensed Star Wars user generated campaign, Star Wars Elections '08. This idea sprung from a brainstorming session on the potential design strategies to increase the Star Wars gallery's revenue. To me, the most logical thing was to center a campaign around the 2008 Presidential elections, a timely and widely conversed topic amongst casual and die-hard Star Wars fans. The plan was to feature campaign apparel, buttons, and posters, as well as many other products with the image of a character from the Star Wars films as well as offering customiziable apparel in which the customer could place his/her name as a candidate for various Star Wars related offices.
The campaign began on shaky legs with Lucas LTD. Working with skilled designers and marketing staff, the project began to take shape, and we got the green light from Lucas to premeire the Elections '08 campaign at the Star Wars booth at San Diego Comic-Con. Here Zazzle passed out a limited run of six Election buttons and supplied an immense crowd with custom print-on-demand t-shirts.
Star Wars Election became a success within a few short months, earning 40% of all property revenue and created a strong viral campaign on the internet, as well as an unscheduled television appearance when Tina Fey donned a Leia '08 shirt on Saturday Night Live.