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The Force Awakens marketing budget isn't even that large:

http://fortune.com/2015/12/08/star-wars-marketing/

Yes sure it has a lot of promotional tie-ins, but so does every Star Wars movie. The prequels had a larger cross-marketing deal with Pepsi that was a whopping $2 billion and encompassed not only all Pepsi brands but restaurants like Taco Bell, KFC, etc. too. 

The main marketing for this film was really the critical reception, once word of mouth started to spread that this was better than the prequels and a return to the style of the OT, that is what brought in the general market, who I think by and large enjoyed the film a lot. 

This is a franchise that just a few years ago seemed to be kinda be out of gas. I remember the Phantom Menace 3D re-release which didn't do that great on top of the Clone Wars theaterical movie that just straight up bombed. More than a few people even thought $4 billion was too high of a price that Disney paid.