The Star Wars Red Bull F1 Promotion

British Image Consultant Jeanette Calliva with Star Wars character Chewbacca

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Article Summary

May 22, 2005 When it comes to doing things on a grand scale, a strategic alliance between George Lucas and Red Bull’s Dietrich Mateschitz always threatened to be a bit over the top. And so it came to pass. Lucas and Mateschitz partnered for a week of global promotional hype on the Cote d’Azur with stunning success. The tie-up between Red Bull Racing and the latest Star Wars movie finally reached its conclusion on Saturday night in Monaco when the last (and first) film in the series, “Revenge of the Sith” was screened for the benefit of guests from the world of Formula 1. The screening, which took place in the Grimaldi Forum was followed by a party, attended by several stars of the film and its director, George Lucas. There were plenty of sore heads in the Monaco paddock this morning, after a crowd of around five hundred F1 movers and shakers attended the biggest bash of the weekend in the Grimaldi Forum last night. Then the Red Bull pit crew did its stuff decked out as Star wars characters and around 500 million people around the world were reminded about the film’s premier.

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