Brands Can't Stop Tweeting About Star Wars Day

Much like like Mean Girls Day (it’s October 3) or Miss Congeniality Day (April 25 — not too hot, not too cold), May 4 became an unofficial Internet holiday once Star Wars fans noticed that “May the Fourth” sounds like a lot like “May the force be with you,” that iconic benediction from a galaxy far, far away.

Brands have tried to get in on the action in years past, but with new Star Wars films on their way, the excitement was strong in these ones.

Below are some of the highlights from CNN media reporter Frank Pallotta’s comprehensive roundup. Some posts are ingenious; others are desperate. But regardless of whether these brands were on the dark side or not, it’s probably safe to assume that at least one of these tweets was written by a twentysomething who hasn’t seen the originals:

Rare Photos of George Lucas Behind the Scenes of Star Wars

George Lucas and Mark Hamill (Luke Skywalker) on the set of Star Wars: Episode IV - A New Hope in a galaxy far, far away.

Lucasfilm

Lucas gives direction to Sir Alec Guinness (Obi-Wan Kenobi) in Episode IV.

Lucasfilm

Mark Hamill, Carrie Fisher (Princess Leia) and Harrison Ford (Han Solo) sit around Lucas on the set of The Empire Strikes Back.

Lucasfilm

Lucas with Peter Mayhew (Chewbacca), along with Hamill and Ford on the set of Episode IV.

Lucasfilm

Lucas directs Peter Cushing (Grand Moff Tarkin) and Carrie Fisher.

Lucasfilm

Harrison Ford and Lucas share a moment in Endor on the set of Return of the Jedi.

Lucasfilm

Lucas on set filming the opening scene of Star Wars: Episode IV - A New Hope.

Lucasfilm

Lucas reviews concept art for Star Wars: Episode II - Attack of the Clones.

Lucasfilm

Lucas inspects a model pod racer for Star Wars: Episode I - The Phantom Menace.

Lucasfilm

Lucas makes sure that the Death Star is fully armed and operational for Return of the Jedi.

Lucasfilm

Lucas holds up Jango Fett's helmet.

Lucasfilm

Natalie Portman (Queen Amidala) and Ewan McGregor (Obi-Wan Kenobi) listen to Lucas' directions on the set of Star Wars: Episode III - Revenge of the Sith.

Lucasfilm

Lucas directs a lightsaber battle between Ian McDiarmid (Chancellor Palpatine/Darth Sidious) and Samuel L. Jackson (Mace Windu) on the set of Star Wars: Episode III - Revenge of the Sith.

Lucasfilm

Lucas sets up camp next to a Bantha on the set of Episode IV.

Lucasfilm

Lucas finds the droid he was looking for.

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Write to Nolan Feeney at nolan.feeney@time.com.