It is May the 4th again, a date synonymous with the Star Wars franchise on the merely coincidental fact it sounds like May the Force (be with you) – a cornerstone quote upon which the series is anchored upon.
As a result, the Disney marketing powerhouse has cranked into full gear to offer the series – and its sponsors – full exposure in the run up to the launch of Star Wars: The Last Jedi in mid-December by celebrating a completely fabricated day.
The Star Wars website actually credits Margaret Thatcher's UK election victory in 1979, the Conservative Party took out a half page ad in the London Evening News with a message reading "May the Fourth Be With You, Maggie. Congratulations".
Here’s how brands celebrated it on Twitter.
— NHL (@NHL) May 4, 2017
Watching on loop today.#StarWarsBattlefrontII#Maythe4thBeWithYou#StarWarsDaypic.twitter.com/daLRY30dOR — PlayStation Europe (@PlayStationEU) May 4, 2017
— Jameson Whiskey (@jamesonwhiskey) May 4, 2017
Happy #StarWarsDay one and all! Here's how Ireland became part of a galaxy far, far away...#Maythe4thBeWithYouhttps://t.co/4U1mKrUxwqpic.twitter.com/YZIS4EounD — Discover Ireland (@GoToIrelandGB) May 4, 2017
— Reebok Classic (@ReebokClassics) May 4, 2017
Move at life speed (With your furry co-pilot). #MayThe4thBeWithYou#VWGolf#GTIpic.twitter.com/fmi3YfXOxr — Volkswagen USA (@VW) May 4, 2017
— Wicked the Musical (@WICKED_Musical) May 4, 2017
Take part in the famous @starwars Trench Run and watch the Death Star be blown to bricks. #LEGOStarWars#MayThe4thBeWithYou#StarWarsDaypic.twitter.com/4uu4CY3ov5 — LEGO (@LEGO_Group) May 4, 2017
— NASCAR (@NASCAR) May 4, 2017
In a galaxy far, far away (Manchester) today in 1904, Rolls met Royce for the 1st time #MayThe4thBeWithYou#TheForceIsStrongInTheseTwopic.twitter.com/I9299z3K4T — Rolls-Royce (@RollsRoyce) May 4, 2017
— MLBPAA (@MLBPAA) May 4, 2017
Coming to your galaxy very soon… Nokia smartphones on Android! #MayThe4thBeWithYou#StarWarsDaypic.twitter.com/WiI3RS0EJL — Nokia Mobile (@nokiamobile) May 4, 2017
— PGA.COM (@PGAcom) May 4, 2017
Happy #StarWarsDay! #MayThe4thBeWithYou! #mcfcpic.twitter.com/a5RJfSpP6T — Manchester City (@ManCity) May 4, 2017
— Mercedes-Benz (@MercedesBenz) May 4, 2017
Participate they will. Featured on the @Nasdaq Tower they may be. Cisconians are preparing for #Maythe4th! https://t.co/506X7lUf3ppic.twitter.com/Y5rlzDYTi4 — We Are Cisco (@WeAreCisco) May 1, 2017
— Lenovo (@lenovo) May 4, 2017
Choose which side you are on. RT for Dark. for Light.#MayThe4th#starwars#starwarsday#LogitechGpic.twitter.com/3n48EySHLt — LogitechG (@LogitechG) May 4, 2017
Walt Disney World
— Walt Disney World (@WaltDisneyWorld) May 4, 2017
#Recall All-Terrain Armored Transport the hydraulics could fail in extreme cold causing the #ATAT to fall https://t.co/5fTSLgdPJt#MayThe4thpic.twitter.com/axE5xmIprF — Transport Canada (@Transport_gc) May 4, 2017
— Morph (@AmazingMorph) May 4, 2017
Are your favorite #StarWars planets among the 3,400 real planets we've found so far? Find out: https://t.co/FOgQSW4O2V#MayThe4thBeWithYoupic.twitter.com/fpC1PPEPrt — NASA (@NASA) May 4, 2017
John Legere, T Mobile CEO
— John Legere (@JohnLegere) May 4, 2017
BB-8 is ready for #StarWarsDay after a little lightsaber practice. #MayThe4thBeWithYou#StarWarsBlipspic.twitter.com/LUM1pCZh7d — Disney (@Disney) May 4, 2017
— Toyota Racing (@ToyotaRacing) May 4, 2017
The takeaways: Sports teams and franchises appear to have larger social budgets, above is only a handful of the many examples in which athletes wield Star Wars memorabilia. There were also more gifs than ever before.