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Star Wars Day, cosplayer dressed as a "Star Wars" character in Milan Center on May 3, 2015.
Antonio Masiello—NurPhoto

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:

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