Nissan kicked off "Master the Drive", a multi-prong campaign with Lucasfilm in a partnership that will see Stars Wars-branded vehicle accessories, TV commercials, virtual reality experience at select dealerships and a contest to win tickets to see the premiere of the film in Hollywood.
The deal was motivated by Nissan's collaboration last year with Lucasfilm on Rogue One: A Star Wars Story, an arrangement it credited with boosting sales of its crossover, which not coincidentally was called Rogue.
That campaign earned over 1.8-billion impressions and led to industry sales records for the Rogue.
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Nissan said Star Wars provided the platform to make Nissan Intelligent Mobility approachable, while also giving Nissan a connection with the millions of Star Wars fans nationwide.
The 10-minute virtual-reality experience at select Nissan dealerships starts Nov 10, where participants repair droids, donning either Samsung Gear or HTC Vive headsets.
The latest campaign features the entire Nissan lineup and focuses on key Nissan Intelligent Mobility technologies.
Star Wars provides the medium to explain these technologies by leveraging the analogy of the symbiotic relationship between droid, pilot and craft: ex. BB-8, Poe Dameron and the X-wing Starfighter. Throughout the films, the onboard droids help the pilot have extra confidence to see what he or she cannot, to help anticipate obstacles and to help make the pilot feel more centered and confident.
Nissan Intelligent Mobility provides an analogous function to the driver – Automatic Emergency Braking (AEB) helps brake the vehicle in an emergency, Blind Spot Warning helps to see what the driver cannot and Nissan’s new ProPILOT Assist begins the journey toward autonomous driving.