Challenge:
Star Wars Day, May the 4th, is a beloved moment for fans across the galaxy, and in spring 2026, IMDb wanted to honor it by bringing fans back to revisit the titles that started it all, all in anticipation of The Mandalorian and Grogu. The challenge was to turn a single day of celebration into an interactive experience that put fans, not just promotion, at the center.
Idea:
Surrounding Star Wars Day and the upcoming release of The Mandalorian and Grogu, IMDb Creative Studio partnered with Disney to bring the fandom an immersive, custom experience: a galaxy-spanning scavenger hunt powered by Grogu himself.
Inspired by Grogu's playful, Force-driven charm, the campaign transported fans into an interactive journey across the IMDb site. Custom Grogu greenscreen animations reacted to the interface itself, summoning video players, disrupting layout elements, and creating a sense of delightful, controlled chaos on the homepage, title pages, and mobile and desktop takeovers. To progress through the experience, fans explored five key pages, including The Mandalorian and Grogu, Pedro Pascal, The Mandalorian, and the original Star Wars trilogy entries, decoding blurred poster tiles along the way.
Upon completing the full journey, fans were rewarded with an exclusive 47-second clip from The Mandalorian and Grogu, giving them an early, hard-earned look at the film ahead of its release and turning a single day of celebration into a rewarding, fan-first adventure.
When fans landed on IMDb's homepage, they were greeted with a rich Star Wars homepage takeover, complete with a custom IMDb logo that changed on hover and floating snow as a hidden easter egg. Clicking and holding the cursor made the particles revolve around it, imitating Grogu's Force effect, inviting fans to explore the gallery, watch videos, and begin their journey through the scavenger hunt.
For this IMDb homepage takeover, we brought Grogu into a Zen state, meditating peacefully in a forest setting brought to life with a parallax effect for depth and immersion. On click, fans could tap into the Force themselves, lifting and levitating stones while shaking the screen for a fun, tactile moment of interaction. Beyond the delight factor, this takeover served a strategic purpose: driving awareness to the Mandalorian and Grogu scavenger hunt campaign running on the title page, pulling fans deeper into the full experience.
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