Lucasfilm is using a major augmented reality event to get shoppers into stores selling merchandise tied to Star Wars: The Last Jedi for the Force Friday II weekend when sales kick off (see "Force Friday Returns").  The pop-up AR treasure hunt will take place at 20,000 stores in 30 countries. 

The event centers around the Star Wars iOS and Android app, with the Force Friday II features available as of Thursday, August 24.  At participating retailers, fans will find a graphic with the Find the Force logo.  When scanned using the Star Wars app, a character will appear in the room, allowing the fan to take pictures, record videos, and share the experience on social media.  New characters will be added each day, for a total of 15 across the three-day run of the program September 1-3.  In select global markets, fans sharing photos or videos on Twitter or Instagram can participate in a sweepstakes for free tickets  to the Star Wars: The Last Jedi premiere in December. 

The program is obviously taking a page from the worldwide hit AR game Pokemon Go, which launched last year to a huge response, to create an event specifically to stimulate store traffic for products featuring the property, rather than doing so as a byproduct.

Lucasfilm parent Disney is no stranger to major global events to promote its Star Wars product launch; two years ago for The Force Awakens, Disney organized a global unboxing event using stars from Maker Studios, Disney’s online video studio (see "Disney Plans Global Unboxing Event"). 

Major retailers are also creating their own events for the weekend.  Walmart announced that it will host parking lot and in-store Be Jedi Ready events in 10 cities:  Boston, Chicago, Dallas, Houston, Los Angeles, Northwest Arkansas, Orlando, San Antonio, San Jose, and Seattle.  Each will feature Jedi training games with lightsabers, photo opps, tent with themed games and activities for children, in-store toy demos with new exclusive product, free EA Star Wars:  Battlefront II posters while supplies last, and Topps Galactic Connexions Trading Discs giveaways (see "Topps 'Star Wars' Game Won’t Go to Hobby").