As the world goes abuzz about the premiere of the anticipated epic movie of the year, Star Wars: The Last Jedi, Nissan, the primary sponsors, took the opportunity to unveil a first-of-its-kind marketing experience with social video service Twitch as part of the carmaker’s collaboration with Lucasfilm to promote the upcoming Star Wars: The Last Jedi film, in theaters 15 December.
The 90-minute experience is a first-ever for Twitch, the world’s leading video service and community for gamers, and part of Nissan’s continuing effort to bring the new 2018 LEAF and Nissan Intelligent Mobility to consumers using cutting-edge technology.
The live-streamed challenge will feature two popular Twitch broadcasters competing against one another behind the wheel of the 100% electric New Nissan LEAF on a virtual mission to rescue a downed Starfighter from enemy territory. “We cannot think of a more exciting way to celebrate the culmination of our Star Wars: The Last Jedicollaboration than this fan-guided Twitch competition to the opening night of the film,” said Jeremy Tucker, vice president, Marketing Communications & Media, Nissan North America, Inc. “We are excited for Twitch fans to engage with the Nissan Intelligent Mobility technologies available on the new 100% electric Nissan LEAF through the iconic imagery and characters of Star Wars.”
In the competition two Twitch pilots, traversing a real-life course, will use the LEAF with Intelligent Mobility technologies to navigate the “galaxy” and overcome challenges along the way. Fans in Twitch chat will join the action online by choosing a side, and then have the ability to deploy mechanics to either help their team or hinder the opponent.
Available in January 2018 with a range of 150 miles and a base price under USD 30,000, the new 100% electric all-new 2018 Nissan LEAF offers more range at a lower price. Embodying Nissan Intelligent Mobility, the new Nissan LEAF features innovative driver assist technologies such as ProPILOT Assist and e-Pedal along with NissanConnectSM featuring CarPlay and Android Auto. Nissan LEAF continues to be the best-selling 100% electric vehicle in the U.S. and the world.
After the earlier social media platforms, Twitch (est 2011) attracts 15 million daily active visitors who engage with over two million broadcasters each month by chatting with them in real-time.
The Twitch experience rounds out Nissan’s high-tech marketing collaboration with Lucasfilm and Star Wars: The Last Jedi. In an effort to educate consumers on Nissan Intelligent Mobility, the company has leveraged virtual reality, augmented reality and cutting-edge TensorFlow technology that allows consumers to control images on the screen hands-free in addition to Twitch.