Maybank and Hasbro back Star Wars virtual run in Southeast Asia

Maybank and Hasbro has come on board as partners for Disney's first-ever Star Wars virtual run which will be held in Singapore, Malaysia, Indonesia, Thailand, the Philippines and Vietnam. Produced by LIV3LY, developers of the social fitness app MOVE, the run celebrates the 40th anniversary of the Star Wars franchise and will be held on 4 May, playing on the worldwide fan-created celebration of "May the 4th be with you".

LIV3LY's spokesperson told Marketing that Star Wars has a significant fan following in Southeast Asia and an all-inclusive, borderless virtual run will allow running enthusiasts and fans from different geographic locations to celebrate together. Fans can choose between the light side and dark side and can choose to run either 5.4km or 40km. The trophies available to each runner are the silver resistance trophy, the silver first order trophy, and the gold Darth Vader trophy.

"Our fan experience is carefully curated with different touchpoints across multiple platforms throughout Southeast Asia, such as traditional and digital channels, and on-ground efforts, to create an immersive experience that evokes the feeling of 'the Force within’," the spokesperson said. He added that more partners for the run will be revealed in due course.

Dan Dossa, VP and GM, Disney Pixar, APAC and CPC, SAMENA, told Marketing in a statement that the appeal of Star Wars spans generations and continues to increase its base of passionate fans worldwide. 

“We want to celebrate Star Wars Day and the 40th Anniversary of Star Wars: The Empire Strikes Back with our fans in Southeast Asia, and provide an immersive Star Wars experience for all participants. We hope fans will join in the run with a united passion for STAR WARS, stay active and May the 4th be with you," Dossa added.