On Monday night last week it was as if millions of voices cried out and were suddenly silenced, in delight. Like the Millennium Falcon out of hyperspace The Force Awakens trailer finally dropped.

To an audience that, if hundreds of American high school flicks about jocks and nerds have been correct, are generally not science fiction fans. And contrary to received Kotlerian wisdom, this was a masterstroke.

For brand growth - increased market share; sales - it's imperative to reach non and light buyers. Precisely what Disney did by showing the trailer during ESPN's Monday Night Football.

Where unthinking marketers would've intuitively played it during DC's Arrow or Flash tv shows, or at the start of a Marvel film as Disney did with the teaser - fishing where the fish are - Disney did not.

Christopher Ott