Disney ‘Star Wars’ campaign uses augmented reality to hype film

FILE PHOTO: Star Wars fans dressed as an Imperial Stormtrooper (L) and Admiral look at merchandise from the upcoming film 'Star Wars: The Force Awakens' just before midnight on 'Force Friday' in Sydney, September 4, 2015. REUTERS/Jason Reed/File Photo

Walt Disney Co is harnessing all of its media might to make the next Star Wars movie the biggest film of the year, employing augmented reality and social media in a global campaign to promote The Last Jedi and related merchandise. 

Starting Sept 1, which Disney again dubs Force Friday, fans of the sci-fi films can use smartphones to take part in an augmented-reality treasure hunt, like the Pokémon Go craze that gripped video-game fans last year.