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The Force Awakens In Brands As 'Star Wars' Opens
- Marketing Week, Thursday, December 17, 2015 6:48 AM
When it came to building anticipation, Disney started early. It announced in August this year that it had signed up seven brands for what it calls an “expansive, historic promotional campaign.” The brands, which include Covergirl, Max Factor, Duracell, FCA US, General Mills, HP, Subway and Verizon are all developing custom campaigns for Star Wars: The Force Awakens. Lucasfilm, which is the studio behind the film, says it chose the brands for their “excellence in their fields” and diverse global reach.
