Chewbacca Marketing Pitch

In the summer of 2005, I found myself on the marketing team tasked with the challenge of promoting the blockbuster traveling exhibition, Star Wars: Where Science Meets Imagination for the Museum of Science in Boston. And here’s the twist—despite my role, I hadn’t seen a single Star Wars movie! How did I tackle this amazing opportunity and turn it into my favorite marketing success story?

First, I dove headfirst into the Star Wars universe. Picture this: I’m renting five Star Wars movies in an era before Netflix or streaming. Next, I ventured to the Star Wars III convention in Indianapolis, not just to market the exhibit, but to immerse myself in Star Wars culture.

The convention was a treasure trove of insights. I observed and absorbed, but one moment truly stood out. There I was, sipping tea (I don't drink coffee) at a coffee shop near the convention center, when over 200 stormtroopers marched in perfect unison. Talk about a visual spectacle that made my marketing gears spin!

As we brainstormed ways to ignite excitement for the exhibit, I heard that we had access to some iconic characters—Darth Vader and Stormtroopers. With the Boston Red Sox riding high on their 2004 World Series victory, I pitched an interesting plan: why not have Darth Vader throw out the first pitch at Fenway Park? The media buzz would be HUGE! I made the call, brimming with anticipation. The response? “Ma’am, Darth Vader or anyone from the Evil Empire is welcome at Fenway Park.”

Undeterred and a bit irked by being called “ma’am,” I pressed on. “Who do you want?” I asked. “Get me Chewbacca, and we can talk." I was in a bind—no Chewbacca on our roster. But I wasn’t about to let this opportunity slip away.

I reached out to Lucasfilm directly and secured an authentic Chewbacca costume for $500. Next, I needed someone who could wear the suit and throw a pitch. Enter one of our exhibit designers—a towering figure with a knack for pitching. He was the perfect Chewbacca.

On a crisp September evening, I stepped onto Fenway Park’s iconic baseball field with our very own Chewbacca. After a bit of grooming (yes, Chewbacca’s fur needed some TLC), he took the mound. The magic unfolded: Chewbacca’s pitch became an instant sensation, gracing the covers of Boston newspapers, dominating radio airwaves, and even catching the eye of the national show, Kelly and Regis. The photo of Chewbacca’s first pitch became a viral hit, topping Yahoo.com’s most downloaded photos of the year.

And here’s the best part—it’s become an annual tradition to resurface every May 4th. That’s how I turned a galaxy far, far away into a both a personal marketing triumph and a successful publicity stunt for the Museum of Science.

View Chewbacca's first pitch on YouTube: