In 2015, Lucasfilm and Disney found great success with fans with their Force Friday campaign. Today, Lucasfilm and Disney announced that they are bringing back that magic with a new event for Force Friday II this September.


“Find the Force” is a new augmented reality (AR) style treasure hunt that will commemorate the release of products inspired by Star Wars: The Last Jedi. The AR treasure hunt is set to unite fans from all over the world in a battle against the Dark Side in the three-day event that will cover 20,000 retail locations across 30 countries. The event will be the culmination of Force Friday II.

“Force Friday II is a major milestone in the countdown to Star Wars: The Last Jedi. Star Wars has always championed new technology, and we are excited that augmented reality will allow fans to experience the universe in a whole new way,” says Kathleen Kennedy, President of Lucasfilm.

From September 1-3, retailers around the world will invite fans to Find the Force by taking part in an AR treasure hunt. Here’s how it works: first, download the Star Wars App, which is your one-stop-shop for all things Star Wars (those who already have the app will need to download the latest version). Then, visit any one of 20,000 participating retail locations to find a graphic that contains the Find the Force logo. When you scan the graphic using the Star Wars App, you’ll reveal a character, who through augmented reality, will appear in the room with you. You can then take photos, record videos, and share the experience on social media. Come back each day to reveal new characters.

(15 in total across the program’s three-day run). Click here for more information:


By sharing photos or videos featuring the in-store AR characters on Twitter or Instagram using #FindtheForce and #Sweepstakes throughout Force Friday II weekend, fans in select global markets can participate in a sweepstakes for the chance to win the ultimate fan experience: tickets to the Star Wars: The Last Jedi premiere in December.

Force Friday II begins September 1, 2017 and Star Wars: The Last Jedi opens in theaters December 15, 2017.

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