Star Wars: The Force Awakens 2015 Social Trends and Analysis TOTAL POST VOLUME Mentions of Star Wars 1,037,765 over the last days (Dec th – 14 th , 2015) 200,000 • 4.1B Twitter impressions over the last days 160,000 • +78.1% post volume increase from the 120,000 previous week 80,000 40,000 42346.0 42345.0 42348.0 42347.0 42350.0 42352.0 42349.0 42351.0 PARTNERED BRANDS 5468 10.3K 1497 Brand Mentions 1113 1049 • Walt Disney Co partnered with brands to promote the film • • 331 276 396M Twitter impressions over the last days Conversation increased +4.5% over the previous week 244 27 #THEORYWARS • Verizon was discussed the most among other partnered brands due to its social media campaign that asked people to share their top fan theories about the plot of “Star Wars: The Force Awakens” using #TheoryWars • With over 5K mentions of #TheoryWars, fans were most interested in trying to predict the actions of Chewbacca (23.7%) and Han Solo (23.1%) • #TheoryWars generated over 120M Twitter impressions over the last days NETWORK DEMOGRAPHICS Disney is the parent company of ESPN and ABC Promotional spots for Star Wars appeared on ESPN’s “Monday Night Football” and “SportsCenter”, as well 57.1% as on ABC’s “Good Morning America” and “Jimmy Kimmel Live” 42.9% Males mentioned Star Wars more than females, with the most common age group being 25-34 years old ESPN; 58.0% ABC; 42.0% DECEMBER MOVIE RELEASES • Star Wars completely dominated the conversation around the top new movie Star Wars releases in December, accounting for 91.6% of the volume • 91.6% 93.6% of Star Wars mentions occurred on Twitter • 3.3% Star Wars was mentioned 992.1% more than the other top movies in December 1.7% 1.7% 1.7% Krampus T he Hateful Eight T he Big Short In the Heart of the Sea TOP HASHTAGS #StarWars 227K #TheForceAwakens 109K #5SOSAwakens 7.2K ... to share their top fan theories about the plot of Star Wars: The Force Awakens using #TheoryWars • With over 5K mentions of #TheoryWars, fans were most interested in trying to predict the actions... new movie Star Wars releases in December, accounting for 91.6% of the volume • 91.6% 93.6% of Star Wars mentions occurred on Twitter • 3.3% Star Wars was mentioned 992.1% more than the other top... 1.7% 1.7% 1.7% Krampus T he Hateful Eight T he Big Short In the Heart of the Sea TOP HASHTAGS #StarWars 227K #TheForceAwakens 109K #5SOSAwakens 7.2K