Defeat the Dark Side

Defeat the Dark Side was a unified advertising campaign for three restaurants owned by Tricon Global—KFC, Pizza Hut, and Taco Bell—that ran prior to and concurrent with the theatrical release of the 1999 prequel trilogy film, Star Wars: Episode I: The Phantom Menace. It depicted mascots from all three franchises involved in the events surrounding the Battle of Naboo. The campaign was reportedly viewed as unsuccessful by Tricon Global and Lucasfilm Ltd., and they did not partner for the subsequent prequel films.
==Plot summary==
In 32 BBY, the Battle of Naboo breaks out on the planet of Naboo.The New Essential Chronology KFC, Pizza Hut, and Taco Bell join forces to aid in the fight against the dark side.
==Development==
The Defeat the Dark Side campaign included seven television spots, toys and cup toppers available at the restaurants, a website, and a limited-time sweepstakes game. The sweepstakes game required visiting all three Tricon Global restaurants for a chance to win prizes such as a Lincoln Navigator vehicle, one million dollars, or a Star Wars hovercraft speeder. During the sweepstakes, the restaurants were aligned to different planets: KFC with Naboo, Pizza Hut with Coruscant, and Taco Bell with Tatooine.
==Reception==
According to Tricon Global's chairman and chief executive, Andrall Pearson, the tie-in marketing campaign was not effective at driving sales to the three restaurant chains and appeared to have stalled momentum from prior quarters. The failure was attributed to the market's supersaturation, with Star Wars merchandise available at many retailers in advance of the film. The campaign was reportedly considered a failure by Lucasfilm Ltd. as well, and they did not partner with Tricon for the next prequel film.
==Credits==
==Notes and references==
==External links==
*Defeat the Dark Side on Archive.org
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Category:Commercials
Category:Non-canon Legends media