Although not a lot was revealed at the D23 Expo regarding the next “Star Wars: The Force Awakens” at the D23 Expo, more was revealed in a different, more capitalistic way.
Disney and Lucasfilm have partnered with multiple product manufacturers around the world to create “special promotional campaigns for their target audiences.” In other words, other popular brands have been granted access to use Star Wars to create the best ads ever.
The seven brands, which were exclusively chosen by Disney, were chosen for their creative excellence in their fields and their global reach. This is all in keeping with what Disney CEO Bob Iger says is a very planned and “intentional” marketing campaign for the film.
Interestingly enough, those selected brands have little to do with Star Wars, even space itself!
Makeup manufacturers like Covergirl and Max Factor were selected. The other brands include Duracell, FCA US, General Mills, HP, Subway, and Verizon. It’ll be interesting to see how these companies will incorporate their products and strategies with one of the most beloved and well-known brands in history.
Still, Disney and Lucasfilm are confident enough that the brands will promote the film the most effective way.
“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,” said Lynwen Brennan, General Manager of Lucasfilm. “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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