It started as a pun, it became a phenomenon, and now May the 4th is officially Star Wars Day. To promote Disney's home entertainment release of The Force Awakens, we recommended an unconventional approach for Tumblr - instead of promoting on the day of the dvd launch, wait to align with May the 4th, a huge day for Star Wars fans on Tumblr, as a way to leverage the existing organic conversation to drive the attention and engagement Disney was looking for. I developed the media and content strategy and worked with the Disney team to make the content speak to the native behaviors of Star Wars fans on Tumblr.