Nissan is going full out Star Wars at the Chicago Auto Show despite the fact the movie launched over two months ago, in a bid to continue promoting its Rogue SUV - a campaign which a senior exec claims has been aided search for the vehicle.
The Japanese car firm is still playing big on its Rogue One: a Star Wars Story partnership, which it shared with Gillette, Duracell, General Mills and Verizon in the US. It is drawing attention to the specially developed, and aptly named, Rogue SUV, at the Chicago Auto show between 11 to 20 February following on from a adrenaline-pumping ad, testing the vehicle in a Star Wars simulation launching last year.
Revealing the benefit derived from the lucrative partnership, Jeremy Tucker, vice president, marketing communications and media, Nissan North America, claims that online searches for the Rogue tripled during the campaign.
"The overarching goal of our alliance with Rogue One: A Star Wars Story is to drive awareness for the Nissan Rogue… we've seen the crossover rise to the best-selling spot in the Nissan lineup.
"The momentum continues at the Chicago Auto Show this year where we are bringing extra attention to the 2017 Nissan Rogue as well as the 2017 Nissan Rogue: Rogue One Star Wars Limited Edition vehicles with several interactive experiences and Star Wars-themed displays at the show."
Amid the activity are LED screens that can turn members of the public into Stormtroopers, replica models of the Y-Wing Starfighter, TIE Striker, AT-ACT and X-Wing Starfighter in addition to an X-Wing inspired Rogue which can be seen below.