“The Force is what gives a Jedi his power. It’s an energy field created by all living things. It surrounds us and penetrates us. It binds the galaxy together.”—Obi-Wan Kenobi
In a galaxy far, far away—known as social media—marketing managers for many well-known brands focused their efforts for May 4 on “the Force.”
In honor of Star Wars day, the hashtag #MayThe4thBeWithYou racked up more than a half million tweets by midday Wednesday. From humorous depictions of the film franchise’s most popular characters to special edition products and giveaways, marketers targeted consumers by evoking their inner Jedis.
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In a final effort to grab voters’ attention—mere hours before rumors broke that he would suspend his Republican presidential campaign—John Kasich gave “Star Wars” fans a nod in a Facebook post and tweet:
Some organizations launched special-edition products:
A new generation of cans, for your new generation of Star Wars enthusiasts. #RealRealLife #MayThe4thBeWithYouhttps://t.co/okC7cVHs0Z
— Campbell’s (@Campbells) May 4, 2016
Lego Star Wars - Make your own story #MayThe4thBeWithYou http://pic.twitter.com/UYENq4VEgB
— Brilliant Ads (@Brilliant_Ads) May 4, 2016
RT & follow @OriginalFunko for the chance to win a Yoda prize pack! #MayThe4thBeWithYou http://pic.twitter.com/CNoWvQaAgo
— Funko (@OriginalFunko) May 4, 2016
Social media managers for several brands shared their favorite “Star Wars” quotes:
A long time ago in a galaxy far, far weirder than this one… Happy @starwars Day and #MayThe4thBeWithYou! http://pic.twitter.com/1iCq2KSb0I
— The Muppets (@TheMuppets) May 4, 2016
Master mindfulness and maybe even Jedi mind tricks: https://t.co/HMnejMrnNt #MayThe4thBeWithYou http://pic.twitter.com/bECQRt0W9R
— LinkedIn (@LinkedIn) May 4, 2016
Other brand managers showcased their humorous sides by putting new spins on “Star Wars” terminology:
What did the potato say to the Waffle Fry?
— Chick-fil-A, Inc. (@ChickfilA) May 4, 2016
I am your father. #MayThe4thBeWithYou
May the 4x4th be with you. #MayThe4thBeWithYou http://pic.twitter.com/ujyQIj4nVR
— Jeep (@Jeep) May 4, 2016
Happy Star Wars Day! #StarWarsDay #MayThe4thBeWithYou #StarWars #genealogy #familyhistory #ancestry http://pic.twitter.com/6NLg5IhB87
— Ancestry (@ancestry) May 4, 2016
Good golly, is May the 4th about the Fudge Stripes cookie? Lightside or Darkside!? #MayThe4thBeWithYou http://pic.twitter.com/Xk4nqFxjdh
— Ernie Keebler (@KeeblerElves) May 4, 2016
Jedis—and brand managers’ interpretations of them—were everywhere:
Young Jedi Masters in action #MayThe4thBeWithYou http://pic.twitter.com/jzKAFv3aFS
— Bellator MMA (@BellatorMMA) May 4, 2016
#MayThe4thBeWithYou, Marines! http://pic.twitter.com/ef7FhCQGHr
— U.S. Marines (@USMC) May 4, 2016
“If you’re determined enough & willing to pay the price, you can get it done.” #WednesdayWisdom #MayThe4thBeWithYou http://pic.twitter.com/5zckh7c7TA
— Chicago Bears (@ChicagoBears) May 4, 2016
There wasn’t a shortage of Stormtroopers, either:
You could say the Force is with us. #MayThe4thBeWithYou http://pic.twitter.com/9LdiOydwC4
— Domino’s Pizza (@dominos) May 4, 2016
Marketers for news and lifestyle publications posted video interviews with cast members from “Star Wars: The Force Awakens”:
Watch female Jedi Daisy Ridley wish you a happy #MayThe4thBeWithYou: https://t.co/q9pows5fdV http://pic.twitter.com/YtovT3xQIM
— Teen Vogue (@TeenVogue) May 4, 2016
We’re celebrating Star Wars Day with #30Under30 honoree John Boyega #MayThe4thBeWithYouhttps://t.co/pvMsSXgbNN
— Forbes (@Forbes) May 4, 2016
Remember when @carrieffisher spoiled *that* ending for @grahnort… A YEAR EARLY? #GrahamNorton #MayThe4thBeWithYouhttps://t.co/Wx1J3QiRes
— BBC America (@BBCAMERICA) May 4, 2016
How well do you think these brand managers channeled “the Force,” Ragan readers?
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