Brand managers summon ‘the Force’ on ‘Star Wars’ day

The saga’s fans and social media go together like Jedis and lightsabers. #MayThe4thBeWithYou grabbed attention online from brands big and small. Here’s what many drummed up.

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“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.

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:

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