When "Star Wars: The Complete Saga in Blue-Ray" first launched, eBay was the only store who was granted with exclusive creative materials from Lucas Film. eBay homepage was taken over from three days prior to the launch date, featuring iconic characters around the header, relevant merchandises and advertising. Also, a Star Wars landing page was built to showcase the exclusive video clips, Star Wars merchandises, and many other buzz-worthy social events like sweepstakes, trivia, etc. The background in landing page refreshed everyday until the launch. The landing page also incorporated gamification aspect - as a user finds Easter egg, the badges would be collected in the stash.
