Lucasfilm is collaborating with seven major brands for the launch of an expansive promotional campaign in support of “Star Wars: The Force Awakens,” the company owned by Disney announced Thursday.
Covergirl & Max Factor, Duracell, FCA US, General Mills, HP, Subway, and Verizon have each developed custom creative campaigns, in addition to tailored programs and activations for their target audiences.
“We are thrilled to be working with such a stellar roster of promotional partners. The ‘Star Wars’ brand has endured over the years, across generational audiences because it connects with people in a very special way,” Lynwen Brennan, general manager of Lucasfilm said in a statement.
“Our partners have all delivered original, stand-out campaigns that capture the familiar fun and excitement of our galaxy far, far away that we hope will delight fans as they get ready to experience ‘Star Wars: The Force Awakens,’” she continued.
The seven brands were chosen for their creative excellence within their fields as well as their collective global reach. All of the partnerships re meant to complement the tempo and tone of the film’s overall marketing campaign.
Lucasfilm also recently released a new 30-second TV spot for the highly-anticipated film, in which fans got a closer look at the evil First Order.
“Star Wars: The Force Awakens” hits theaters on Dec. 18.