To promote the release of the latest chapter in the Star Wars saga “The Force Awakens”, Disney Spain planned to place eight Star Wars Universe helmet replicas in public spaces across Madrid. The exhibition called “Face The Force” needed an engaging way to activate users on the street and encourage them to share the experience online. The solution was a call to action to Tweet a selfie in front of one of the installations with #FaceTheForce unlocking an auto-response on Twitter of an exclusive clip of the upcoming film. The strategy scaled the installations beyond the streets of Madrid with rich UGC content building a broader awareness of the film throughout Spain and created a reward for fans that took part. Impressions totaled 10.5M with 10K mentions on Twitter.