Working with Deutsch L.A. to promote its line of Star Wars products ahead of this December’s Episode VII: The Force Awakens, Target has set up Share the Force, a site for the millions of fans to share their memories of the franchise.

When they get to the site, fans input their favourite character from the franchise (or non-characters as, much to our delight, we could choose things like lightsabers and X-wing fighters). They are then taken to that character’s “galaxy” where they can input a memory they have with that character in text or photo format (receiving the unique co-ordinates where their contribution lives for sharing purposes) and explore the memories of others.

It’s kind of fun to see so many fans love different aspects of the same thing. Who knew so many people loved C-3Po? Although maybe it shouldn’t surprise us that so many fans connect with a whiny robot, since the site was only live for a few hours before this was added:

Credits:

Brand: Target, Star Wars
Agency: Deutsch L.A.
Chief Creative Officer, North America: Pete Favat
Chief Digital Officer, North America: Winston Binch
Executive Creative Director: Karen Costello
Digital Executive Creative Director: Jerome Austria
Creative Director: Janet Higdon
Creative Director: Meghan DeRoma
Creative Director, Platforms: Zaid Al-Asady
Associate Design Director: Greta Mantooth
Creative Director: Daniel Barak
Art Director: Drew Brooks
Senior Art Director: Patricia Ortiz
Group Creative Director: Tom Pettus
Social Art Director: Daniel Rosenberg
Social Copywriter: Ashley Milhollin
Experiential Art Director: Chelsea Ontiveros
Experiential Creative Director: Amy Boe
Senior Experiential Copywriter: Catharine Ogletree
Partner, Director of Integrated Production: Vic Palumbo
Executive Broadcast Producer: Mary Ellen Duggan
Senior Broadcast Producer: Jesse Ferguson
Senior Producer: Angela R. Barber
Executive Director, Digital: Pam Scheideler
Executive Creative Director, Platforms: Tara Greer
Executive Integrated Producer: IV Tench
Integrated Producer: Zarrin Maani
Executive Creative Director: Marc Gowland
Creative Technology Director: Brian Jeremy Kupetz
Associate Technology Director: Sean Schricker
Experience Design Lead: Jin An
QA Manager: Chris Suchy
Senior Experiential Producer: Acacia May
Concept Producer: Brittany DaSilva
Executive Concept Producer: Amy Seidner
UGC Research & Clearance: Six Degrees
Co-Founder: Gina Ragusa
Co-Founder: George Bartko
Editorial Company: Arcade Edit
Editor: Kim Bica
Animation Company: Laundrymat
Digital Production Company: MediaMonks