Back in April, Japan’s largest cell phone carrier, NTT DoComo, began running a bizarre promotion campaign in Tokyo (which prompted me to go out and post this photo report on MobileCrunch). Docomo used Darth Vader in a number of weird posters and viral video clips, without saying why and what Vader was supposed to promote.
Now it turns out the campaign was part of a bigger marketing strategy to boost awareness in Japan for a specific phone: the Samsung Galaxy, which is provided exclusively by Docomo in this country (Galaxy-Star Wars-Darth Vader, get it?).
Another big stretch: Darth Vader is supposed to act as a representation of the cell phone, as he is “always with you” – well, OK.
Here’s a Darth Vader/Docomo promo clip for the Galaxy S:
Here’s him appearing during a Docomo press conference in Tokyo a few days ago (jump to the 2.00 min mark)