Everything is cooler in Lego
I had the unique opportunity to work with Lucasfilm for two client partnerships in the galaxy far, far away - Pepsi, and later LEGO. As amazing as both of these deals were, the two experiences couldn’t have been more different.
In 1997 PepsiCo signed on to sponsor the SW Special Edition & Episode 1, The Phantom Menace for what was publicized as a billion dollars across the soda/chip/restaurant empire. Despite plastering Jedi, Sith and every manner of spaceship across soda cans, buckets of chicken, fritos bags and pizza boxtops, there was always a subordination & very clear separation between the Star Wars characters and our world. See how close we were able to get in mixing Star Wars & Pepsi for Super Bowl via BBDO here: http://bit.ly/ytYS35
The LEGO/Star Wars partnership struck in 1999 was literally 180 degree opposite, as Lucas himself was a LEGO fan and loved the thought of his universe re-imagined in brick, so we were able to weave the two worlds together in both product (see above) and communications, seamlessly. See my post here for that TV commercial I did in my Ammirati days, which features Darth Maul & Boba Fett looking to score some LEGO http://bit.ly/AB0ifd
Of course, the fact that Lucas got a piece of every box of licensed LEGO sold made this a very lucrative pairing (imagine that, George), and Star Wars has proven the most durable and successful partnership ever for the Danish toy giant. That revenue share may have something to do with that galaxy-wide latitude in mixing the two worlds, as well.