Massive Star Wars PR campaign reveals new Babu Frik "droidsmith" and more!

Last Updated on August 2, 2021

With STAR WARS: THE RISE OF SKYWALKER set for a December 20 launch in theaters, you can bet all your Galactic Credits that the film's PR machine is poised to switch into overdrive. To put it plainly, it won't be long until every bus stop, billboard and conviniece store is overrun by promotional material for the upcoming adventure, and now Lucasfilm has announced that they are partnering with eight of the world's most recognized brands – Porsche, Bose, United Airlines, General Electric, McDonald's, Samsung Mobile, General Mills and Dannon – for the launch of the latest film set in a galaxy far, far away.

According to a press release sent to us by Lucasfilm, each of the aforementioned brands will join forces to establish a promotional campaign and social movement that aims to celebrate 40 years worth of Star Wars storytelling. To begin, all eight brands will partner to reveal a first look at Babu Frik. The tiny droidsmith, first glimpsed in toy form during the Triple Force Friday livestream event, works among the Spice Runners of Kijimi and can reprogram or modify virtually any droid, regardless of the security measures protecting its systems. The social moment consisted of the brands posting a piece of the exclusive image to their social handles that then drove fans to the Star Wars Blog to see the full image.

Star Wars Blog be damned, here's the image of Babu Frink in all of its adorable glory:

What's more is that first look images aren't the only thing that the campaign will yield. Lucafilm is also planning to give Star Wars fans a chance to enter an exciting sweepstakes. The winner of the sweepstakes will be among the first to see the film at the World Premiere of STAR WARS: THE RISE OF SKYWALKER, in addition to receiving a pair of already sold-out Jedi Master ticket packages to Star Wars Celebration 2020! You can see the new image, familiarize yourself with the rules, and enter the sweepstakes at StarWars.com.

“We are thrilled to be working with these world-class brands as we celebrate global Star Wars fandom and the conclusion of the epic Skywalker saga. As true fans themselves, these brands will deliver innovative and integrated programs that will delight and engage Star Wars fans everywhere,” said Asad Ayaz, President of Marketing at The Walt Disney Studios.

“When we set out to craft our promotional campaign for Star Wars, we wanted to align with brands that were not only best-in-class, but also unparalleled Star Wars fans themselves. The truly organic fit allowed for the development of unique and inspired creative, and as a result we are very proud of the exciting and distinct campaigns that will emerge from this collaboration,” said Lylle Breier, SVP, Global Marketing Partnerships.

Below you'll find a breakdown of how each company plans to get involved in the global launch for STAR WARS: THE RISE OF SKYWALKER:

Porsche: Porsche is excited to collaborate with Star Wars: The Rise of Skywalker. The timeless design of these iconic brands will be celebrated in a way that is sure to ignite enthusiasm among two of the most passionate fan-bases in the galaxy. The collaboration coincides with both the release of Star Wars: The Rise of Skywalker, and the U.S. launch of the all-new, fully electric Porsche Taycan, marking a seminal moment in the history of Porsche. For more information on Porsche or the Taycan visit www.porsche.com/usa or follow @Porsche on social media.

United Airlines: This fall, United Airlines is inviting guests to fly the friendly galaxy. Check out special nods to Star Wars: The Rise of Skywalker featured on board, at upcoming film inspired experiential activations and fabulous first of its kind programming for fans across the galaxy to enjoy. United Airlines will debut a special aircraft design in celebration of the conclusion of the Skywalker saga this November, taking to the skies among approximately 4,950 flights a day to 358 airports across five continents as part of the world's most comprehensive route network.

Bose: Bose will provide audio augmented reality experiences through the official Star Wars app, bringing fans closer to the saga than ever before. With Bose AR-enabled wearable devices, fans can unlock an all-new, 360-degree audio storytelling journey into the Star Wars universe. Bose Noise Cancelling Headphones 700, Bose QuietComfort 35 wireless headphones II, and Bose Frames each have Bose AR capabilities built in, with motion sensors embedded inside that can detect a user’s head orientation and body movement. The Star Wars app, enhanced with Bose AR, will use that information to deliver deeply immersive audio content. For more information visit Bose.com/AR.

Samsung Mobile: Samsung Mobile celebrates the release of Star Wars: The Rise of Skywalker with a special collaboration that showcases a connected world powered by Galaxy. Samsung mobile’s vision is to be the innovator of new mobile experiences that inspires the world and shapes the future with transformative ideas and technologies. For more details, please visit https://www.samsung.com/global/galaxy/campaigns/star-wars-ix-collaboration/.

General Electric: GE Appliances will harness the Force of Innovation with its GE Profile series to help families make their homes and lives easier through meaningful advances in smart technology for the kitchen and laundry room. GE Profile is joining forces with Star Wars: The Rise of Skywalker to bring fans special film engagement opportunities with appliance retailers around the country, as well as a national advertising spot. GE Appliances is driven by the force to create “good things, for life.” Find more on the latest home solutions at geappliances.com/The-Force-of-Innovation.

McDonald’s: McDonald’s is inviting families to celebrate Star Wars: The Rise of Skywalker with an out-of-this-world Happy Meal experience. Each Happy Meal will include 1 of 16 exclusive, stylized Star Warscollectible characters. Plus, there’s an exciting surprise with each toy: when opened and lit up, each one reveals one of four Star Wars hologram images with a unique connection to that character. Families in the U.S. will have the opportunity to extend the excitement with a sweepstakes opportunity with each Happy Meal!

General Mills, Inc.: Big G Cereals, Chex Mix, and Nature Valley have teamed up for Do Good in the Galaxy, an interactive campaign that benefits Feeding America. Between October 15, 2019 and May 14, 2020, scan participating packages or the character tattoo found inside Big G Cereals to unlock a special activity in the official Star Wars app. Complete the game to trigger a 10 cent donation from General Mills to Feeding America, enough to help secure one meal, up to a maximum donation of $100,000. https://www.generalmills.com/.

Dannon: Danone North America, the leading maker of yogurt in the U.S., is celebrating the incredible release of Star Wars: Rise of Skywalker with families across the country. Danimals®, the No. 1 kids brand in the dairy aisle, along with family favorites YoCrunch® and Dannon®, will be dressed up as your favorite characters from Star Wars: Rise of Skywalker. Danimals® is proud to continue fueling kids’ adventures by bringing from across the galaxy 6 amazing Star Wars Smoothie bottles to collect! YoCrunch® is bringing the magic of the light side and the dark side to families with out of this world custom Star Wars-themed toppers. Dannon® non-fat yogurt drinks will include 4 intergalactic Star Wars characters for adults to collect too! Danimals®, YoCrunch® and Dannon® Star Wars items will hit shelves nationwide November 2019 in the dairy aisle. http://danimals.com/.

JJ Abrams will direct STAR WARS: RISE OF THE SKYWALKER, which stars Daisy Ridley, John Boyega, Oscar Isaac, Joonas Suotamo, Anthony Daniels, Adam Driver, Lupita Nyong'o, Domhnall Gleeson, Kelly Marie Tran, Billie Lourd, Naomi Ackie, Richard E. Grant, Keri Russell, Mark Hamill, Billy Dee Williams, Carrie Fisher and Ian McDiarmid. As previously mentioned, the film is poised to wrap 40 years worth of Star Wars storytelling, ultimately setting up the Star Wars universe to be inherited by a whole new generation of fans.