entertainment

Chevy, Nissan, T-Mobile, Others Embrace Star Wars Day

Because Cinco de Mayo and Mother’s Day aren’t enough holidays for one week, Star Wars Day tickled the fancy of a few brands.

May 4th is also known as “May the Fourth Be With You” or Star Wars Day (since it sounds kind of like the movie’s catchphrase “May the Force Be With You”).

Chevrolet, via agency Weber Shandwick, offered up two separate salutes to the day on its social media accounts. First up was an animated gif. A static image in homage to the light and dark sides of the force was posted to the Camaro Facebook channel in the afternoon as well as on Chevy's Twitter feed.

“The team that we work with at Chevrolet does a great job identifying the global phenomenon of these types of cultural events,” Todd Christensen, advertising and marketing manager for Chevrolet performance vehicles, tells Marketing Daily. “May 4th is a day we knew would be celebrated online,  and felt it was a natural fit to match the performance of the Camaro with an iconic scene fans would recognize."

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Automaker Nissan USA offered up a similar video on Twitter: “The GT-R: It's less than 12 parsecs kind of fast.” Subway also tweeted a Star Wars-themed graphic, with the comment: “The Veggies are Strong Here.”

T-Mobile used the event to slam its arch-rival AT&T, who it characterized as the “evil empire.”  T-Mobile President & CEO John Legere invited consumers via a blog post to download “The DeATTh Star” Extension from the Google Web Store. The extension turns all text references on the Chrome desktop of AT&T into an image of The DeATTh Star. The brand tweeted about the promotion.

“All fun and games aside, AT&T represents everything the Un-carrier isn’t: A massive, money-grabbing, conglomerate caring only about inter-galactic domination and not their customers,” T-Mobile said in a release.

Spirit Airlines sent an email with the subject line “The Force to travel is here.” The content included the headline “May the 4th Be With You,” graphics tied to Star Wars Day and a 30% off sale. 

The St. Louis Cardinals created a GIF which it posted on Twitter showing its mascot using a light saber to battle the dark side. “Down a run going into the 9th? Never tell the #STLCards the odds!”

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