FROM A GALAXY NOT SO FAR AWAY: ANDOR AND THE POWER OF FANDOMS IN MEXICO

Challenge

BRINGING TWO GALAXIES TOGETHER

The second season of Andor marked a defining moment in the Star Wars universe: the conclusion of Cassian Andor's journey, portrayed by Diego Luna. The challenge in Mexico was to leverage the franchise's global appeal and turn it into a local cultural phenomenon by connecting with fan communities, the media, and pop culture, while reinforcing Disney+ as the home of the world's biggest entertainment premieres.

Our objective extended beyond launching the series. We developed an integrated communications strategy designed to keep Andor at the center of the conversation across multiple platforms, creating memorable moments that would position the series as a true cultural event.

Strategy

BUILDING A REBEL ALLIANCE

We crafted a communications narrative that placed Andor at the heart of both media coverage and cultural conversations by combining exclusive experiences with meaningful fan engagement. The red carpet premiere at Cinemex Market Antara welcomed Diego Luna, Genevieve O'Reilly, and acclaimed Mexican director Alonso Ruizpalacios, creating a landmark event that strengthened the connection between the production and its most passionate fans.

The strategy was reinforced through a carefully planned media tour featuring top-tier national outlets, entertainment media, and strategic content creators. Exclusive interviews expanded the conversation across television, print, radio, digital media, and social platforms.

To deepen fan engagement, we organized an exclusive roundtable with some of Mexico's most dedicated Star Wars fans, giving Diego Luna the opportunity to connect with them directly in an intimate setting. We also coordinated a special session with film students from Universidad Iberoamericana, inspiring future filmmakers while connecting Andor's storytelling with an academic audience passionate about cinema.

Results

A MEDIA PHENOMENON

The campaign successfully positioned Andor as a cultural phenomenon in Mexico. The red carpet premiere generated extensive national and entertainment media coverage, further amplified by a baseball stadium activation that surprised fans and attendees alike.

We secured interviews with leading media outlets including Milenio, El Heraldo de México, Time Out, and Sopitas, while also earning cover features in Líderes Mexicanos, Sky View, Chilango, Insider, Glamour, and Grazie. Collaborations with influential creators such as Javier Ibarreche significantly expanded the campaign's reach and engagement across social media.

Through the premiere, media tour, and one-on-one interviews with the cast, we achieved unprecedented visibility. The campaign generated 2,336 media placements across television, national newspapers, magazines, and digital platforms, reaching an estimated audience of more than 1.17 billion people.

More importantly, Andor became much more than a successful Disney+ premiere. It demonstrated how a strategic PR and media campaign can transform a streaming release into a nationwide cultural event.

By bringing together entertainment, sports, and one of the world's most passionate fan communities, the campaign showcased the power of fandoms in Mexico to turn a premiere into a shared cultural celebration.