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Star Wars LucasFilm News

Lucasfilm partners with Subway, Duracell, Max Factor and more for Star Wars Force Awakens campaign

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By Tony Connelly | Sports Marketing Reporter

August 13, 2015 | 2 min read

Artwork from HP's promotion competition 'The Art Awakens'

Lucasfilm has announced that it has partnered with seven major brands for a promotional campaign in support of its new Star Wars film due for release at the end of the year.

The film studio will launch its expansive custom created campaign through partnerships with Verizon, Subway, Duracell, HP, General Mills, CoverGirl and Max Factor; and FCA US.

General manager of Lucasfilm, Lynwen Brennan, said they were “thrilled” to be working with such successful brands who he said had themselves delivered “original, stand-out campaigns that capture the familiar fun and excitement of our galaxy far, far away”.

The Disney-owned studio will look to maximise the global reach of each of the brands for ‘Star Wars: The Force Awakens’ when it is released on December 18.

Details of the campaigns have yet to be revealed, however Lucasfilm confirmed that each company has developed "break-through, custom creative campaigns, and innovative programs and activations for their target audiences".

HP has unveiled ‘The Art Awakens’ promotional campaign which encourages amateur artists to submit their Force Awakens-inspired art for a chance to be showcased in a Star Wars professional gallery exhibit and win an HP Notebook Computer.

The diversity of sponsors will help promote the film to different demographics around the world and is similar to Christopher Nolan’s Batman trilogy which partnered with 15 brands including BMW, Nokia and Mountain Dew.

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