Follett Lightbox™ is a revolutionary, interactive learning resource. And that called for an equally out-of-this-world launch. To energize the sales force before the kickoff meeting, we sent them a direct mailer with a lightsaber—an engaging gift that reinforced the product name. Next, we developed sales materials and a landing page to propel Lightbox into the stratosphere. The Star Wars theme was so well-received, it was used in other Follett presentations.