The marketing force awakens: Star Wars signs up seven brands for promotional blitz

Lucasfilm is ramping up its marketing plans ahead of the release of the new Star Wars film in December by signing up seven brands for what it calls an “expansive, historic promotional campaign”.

https://www.youtube.com/watch?v=Fxr-0_Yqz1o&list=TLzc-aQefwn0MxNDA4MjAxNQ

Covergirl and Max Factor, Duracell, FCA US, General Mills, HP, Subway and Verizon are all developing custom campaigns for Star Wars: The Force Awakens. Lucasfilm says it chose the brands for their “excellence in their fields” and diverse global reach.

While full details of the campaigns are still under wraps, the brands have started to run teasers. Covergirl has a YouTube video promoting its upcoming range of Star Wars make-up, while HP will be running a promotional campaign asking artists to create and submit Star-Wars related art for a chance to have their work shown in a professional show and win a laptop.

Further brands will also be taking part in more localised marketing, with plans for UK specific content.

Lynwen Brennan, general manager of Lucasfilm, says: “We are thrilled to be working with such a stellar roster of promotional partners.  The ‘Star Wars’ brand has endured over the years, across generational audiences because it connects with people in a very special way.

“Our partners have all delivered original, stand-out campaigns that capture the familiar fun and excitement of our galaxy far, far away that we hope will delight fans as they get ready to experience ‘Star Wars: The Force Awakens’.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here