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”.

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’.”

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