As Star Wars: Episode VII - The Force Awakens grows ever closer to its massive premiere in theatres this December, the promotional campaigns are kicking into high gear. Whatever has come before now in terms of marketing and advertising are only a drop in the bucket. In short, it’s crunch time for all forms of promotion related to The Force Awakens. Now is the time - before all is known about the film and before the mystique surrounding it has evaporated - to attract as much attention as is possible.
Last week, DICE/EA released Star Wars Battlefront, their long awaited video game tie-in to The Force Awakens. For the most part, both reviews and sales have been encouraging. The game had a lengthy span of promotion that included a commercial with an appearance by Oscar-nominee Anna Kendrick (Twilight) in which she mimicked Obi-Wan-Kenobi’s famous “If you strike me down…” line from Star Wars: Episode IV - A New Hope. It was a good move on the part of DICE/EA, as the advert whipped up no small amount of buzz in the final days leading up to the game’s release.
But not every celebrity spokesperson turned out to be the best move for Star Wars Battlefront. A recent Instagram post by Benjamin Burnley, frontman for American pop band Breaking Benjamin reveals that EA had attempted to pay Burnley to promote the game on social media. As you can see, the end results weren’t quite what DICE/EA was hoping for.