Welcome to Lando.

“Welcome to Lando” was a social media campaign supporting LucasFilm’s Star Wars Celebration V. We created a fictional persona named Scott Moon, who used free online tools and his amateur fan site to promote changing the name of Orlando to Lando in honor of the event. We did this to make it seem more like an authentic grass roots kind of effort. And it took off! My team and I got over 100 placements about this campaign in local to national media with the estimated value at over $1 million. Within days of launching, thousands of people signed the online petition including several celebrities. The total impressions of the campaign on Twitter topped out at 2.4 million. Total impressions on Facebook peaked at 3.6 million. Ticket sales exceeded goals by 30 percent. And we were awarded some Gold Addy awards to boot. Also, this was all organic. No paid media at all.