As revealed via Entertainment Weekly, to promote the upcoming release of Star Wars: Rise of Skywalker, Disney and Lucasfilm have partnered with Porsche, United Airlines, Samsung Mobile, Dannon, Bose, GE appliances, McDonald’s, and General Mills.
“We wanted for this last chapter in the saga to go and get really best in class companies,” said Lylle Breier, Disney’s Senior Vice President of Global Marketing Partnerships and Promotions. “It’s a great creative challenge and is one of the things that’s important is choosing the right brands that will really step it up and so it feels integrated. It feels celebratory and it works organically so you never say, ‘Boy why is that company partnering with Star Wars?’ We want it to feel seamless.”
United Airlines “will debut a special aircraft design in celebration of the conclusion of the Skywalker saga,” Bose “will provide audio augmented reality experiences through the official Star Wars app,” and Porsche will roll-out its first all-electric Taycan. McDonald’s will also have themed Happy Meal toys with 16 collectible Star Wars characters, while General Mills will unveil Star Wars-centric cereal boxes with codes to unlock donations for the Feeding America charity.
According to Breier, the ads are made “hand in hand” with the filmmakers and Lucasfilm’s Industrial Light & Magic. The Skywalker-themed ad campaigns will begin rolling out starting November 1, 2019.
Star Wars: The Rise of Skywalker hits theaters on December 20. Directed and co-written by J.J. Abrams, the film stars Daisy Ridley, Adam Driver, John Boyega, Oscar Isaac, Lupita Nyong’o, Domhnall Gleeson, Kelly Marie Tran, Joonas Suotamo, Billie Lourd, Keri Russell, Matt Smith, Anthony Daniels, Mark Hamill, Billy Dee Williams and Carrie Fisher, with Naomi Ackie and Richard E. Grant.