How brands shot first on social media for Star Wars' #MaytheFourth

Some Star Wars creative

On Wednesday, social media users celebrated the hallowed 4 May, otherwise known as May the Fourth, a play on the saga's famous 'may the force be with you' line, and a day forced upon us by Disney’s Star Wars.

The force (or fourth) was indeed with some brands as they looked to piggyback the event like a hunched over little Yoda on Luke’s back (see: Empire Strikes Back, Dagobah system, act two, training montage).

With these seemingly oddly celebrative days becoming more and more frequent for social media users (take note Ed Balls Day), savvy marketers now find themselves having to pen in increasingly more dates and create more niche content to compete in the real-time arms race.

Here are some of the most retweeted entries that could definitely make the Kessel run in less than twelve parsecs.

Taco Bell


Guinness US

Carlsberg UK






Google Mexico

Discover Ireland

Harper Collins

App Store Games

BrandWatch measured the mentions of the hashtag, it allegedly racked up 970k on May the Fourth.

Notably some other brands ran with the #Maythe4th hashtag instead of #Maythefourth...




Rolls Royce


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