Mickey Capoferri of Lucasfilm talks 'Star Wars' in the digital age at IGNITION 2016
Mickey Capoferri has every "Star Wars" fan's dream job: interacting with other "Star Wars" fans for a living.
Capoferri, senior director of online content and programming at Lucasfilm, sat with senior correspondent Steve Kovach to discuss the "Star Wars" franchise in the digital space.
Capoferri oversees several areas of the franchise's digital presence, including StarWars.com, "The Star Wars Show," its social channels, the "Star Wars" app, creation of YouTube videos, and more.
At Business Insider IGNITION 2016, Capoferri talked about the benefits of the increasingly connected world when it comes to a franchise that existed before the internet.
"What makes this time great is that with all the digital connectivity we have, fans can interact with each other and we can interact with them," he said. "We can talk actively and engage more organically."
Another plus is that digital allows for the digestion of quick bits of information. In the case of "The Star Wars Show," fans can watch for less than 10 minutes and learn something new. The episodes are short and can expose fans to new or different parts of the story.
But with this new form of communication come challenges. For example, measuring the success of their efforts can be difficult.
"Our success is engagement and it is qualitative," Capoferri said. The question they ask is, "Do our fans appreciate what we are doing?" That is how they gauge success.
With "Star Wars" fans being so loyal, they're sure to appreciate that.
To learn more about the future of digital, be sure to attend Business Insider's IGNITION 2017!
We're rolling out the speaker lineup over the coming months, and you won't want to miss it. Business Insider IGNITION 2017 will take place November 29-30 at the Time Warner Center in New York City. Right now we're offering Extra-Early-Bird tickets that will save you $1,000 - don't miss out!
To hear more about the world of digital at Lucasfilm, check out the full interview below (the segment starts at 1:14).
