The force was certainly with Spinifex Group  and George P. Johnson in December when they unveiled the Nissan Rogue Star Wars Limited Edition at the 2016 LA Auto Show. The epic reveal that also celebrated Nissan’s partnership with the iconic Lucasfilm franchise included an immersive show of pyro, lasers, smoke, and Stormtroopers that prompted famed Disney Imagineer Bob Gurr to call it the new standard for car reveals.

Regarded as one of the most dramatic press events ever seen at an auto show, the reveal resulted in more than two billion media impressions, a 200 percent increase in organic discussion of #Rogue on Twitter from August to December 2016, and a 300 percent increase in web traffic to from the previous year. Together with the release of the Rogue One film in December, Spinifex and GPJ’s experience helped Nissan shatter sales records with a 53 percent increase in models sold from the previous year. Standard setting, indeed. 

View the reveal in the photos below and the film here