Hasbro lights up Jedi mission with Teletoon

A Star Wars contest hosted on the Teletoon website asks consumers to play a game of good vs. evil for a chance to win a Lightsaber training party.

Hasbro is creating divisions among Star Wars fans with a ‘Choose Your Destiny’ contest, developed in partnership with Teletoon. The contest, which promotes Hasbro’s Star Wars toys and games, asks fans visiting Teletoon.com to choose either the light or the dark side (Jedi or Sith) and enter for a chance to win a Lightsaber training party worth about $4,700.

ZenithOptimedia handled the partnership, which includes by big box ads and promo windows on the Teletoon website, links on the Teletoon game pad and two different on-air spots driving viewers to the Choose Your Destiny microsite. The contest targets boys aged six to 12, and aligns well with Teletoon’s airing of all six Star Wars films throughout March and April.

The contest has received more than 17,000 entries since Feb. 22, and will run though to March 21. Whether the party features Sith training or Jedi training will depend on the winner – a Jedi winner would use an Obi-Wan Kenobi Lightsaber, while a Sith winner wields the Darth Vader Lightsaber.