Nissan and Star Wars
An unlikely duo. One is a major car manufacturer, the other a billion-dollar movie franchise. You wouldn’t think they have very much in common.
Except one thing: the name Rogue.
Nissan has a sporty SUV of the name, and the newest Star Wars movie is titled Rogue One: A Star Wars Story.
In a brilliant move, these two brands have come together in a new commercial , a co-branding move to trigger growth in both Rogue brands.
Triggers are stimuli that prompt people to think about related things, and the name Rogue lends its own strength to this brilliant marketing move. Nissan and Lucasfilm are planting triggers in consumers minds by repeatedly linking their brands together in rogue fashion. The more people see Nissan Rogue and Rogue One: A Star Wars Story linked in this way, the more connected they become, and the more likely one will bring the other to mind. And we all know that being held in high regard and top of mind are key ingredients for brand success.
There’s sure to be a lot of buzz around the latest Star Wars film, considering the previous film holds more records than any other in history.
“Triggers are like little environmental reminders for related concepts.”
– Jonah Berger, Contagious: Why Things Catch On
It’s too soon to say whether Nissan sales will spike as a result of this move—but using the most talked-about franchise as a trigger for your brand is brilliant. Our prediction: Nissan will be taking this move to the bank.