There’s a crossover war happening between Batman v. Superman: Dawn of Justice and the new Star Wars film. The battleground is social media and fans seem to be eating it up.
It all started when the director of the next instalment of Star Wars, J.J. Abrams, sent the man donning the cape and cowl as the Dark Knight, Ben Affleck, a photo of he and his camera operator wearing cheap Batman masks.
Affleck then showed the photo to Zack Snyder, Director of Batman v. Superman, and then all bets were off.
From there, Snyder posted an image of storm troopers being pushed into a police cruiser by Gotham City police officers. Abrams responded with a video teasing the Millennium Falcon where underneath the Batmobile was camouflaged and hidden.
Something so simple escalated then exploded into an elaborate and fun exercise in buzz building across multiple social networks.
All of the images were shared over and over again, and it even created a social war of words between fans of Star Wars and those of DC. Anticipation for both films (Star Wars in 2015 and Batman v. Superman in 2016) is sky high and these stunts have only heightened their appeal.
It has also quelled the disgruntled fans who are upset about the Affleck casting or that the Star Trek director is helming another iconic sci-fi franchise. This might have been the greatest gift of this spontaneous social media campaign.
The lesson for brands is to have fun and leverage your competitors in playful and creative ways.