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CES is a time for flashy promotion, and the Lego Group, Disney Consumer Products and Lucasfilm joined forces for a notable one Wednesday night, lighting up the outside of Sphere in Las Vegas.
The “Exosphere” of the entertainment venue was the giant-sized canvas for a live Star Wars video game centered around the classic X-wing / TIE fighter Death Star duel from the original 1977 film. The game was created as a plug for Lego’s new Smart Play system, which the company is showing off at the nearby convention center.
Since opening in 2023, Sphere has become a destination during CES, hosting a star-studded keynote presentation by Delta last year and Lenovo’s splashy “Tech World” event earlier this week. The “Exosphere” spans 580,000 square feet and can display 256 million colors. While it is devoted to advertising only about half the time, with the rest being promotions and artistic pieces, it is on the wish list of many marketers. Just in the last couple of weeks, Marty Supreme‘s orange-hued blitz toward movie theaters was punctuated by a Sphere activation, complete with a video simulation showing star Timothée Chalamet standing atop the orb.
Marcus Ellington, EVP of ad sales and sponsorships for Sphere, said the team-up “marks the first collaboration to leverage Sphere’s new Exosphere technologies, and exemplifies how brands can utilize Sphere to connect with their fans in new ways.”
In the video game, guests took turns stepping into the cockpit of the X-wing, taking it on the “trench run” to blow up the Death Star. Along with conference attendees and execs were notables from other lines of work like New York Giants quarterback Jaxson Dart.
Dart later recalled in a statement “dressing up as Anakin Skywalker at my childhood birthday party,” adding that his on-field look is “inspired by his character. … Tonight, I felt like a kid again, stepping into the giant LEGO X-Wing and lighting up the Las Vegas skyline in honor of my favorite movies.”
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