I'd agree if this was being run on national TV in place of the December to Remember commercials or something, but ultimately it's not the mass-market public face of Lexus. It's a couple of tweets and a forgettable display at a car show, for an entry-level model that Lexus US never has has a clue how to market. If they show an LS made of jelly beans at NAIAS, I'll worry.
As Tragic Bronson pointed out, social media is a big deal these days in terms of marketing. This was a SEMA vehicle, and SEMA is a really big show that gets tons of social media attention. Not a lot of TV attention, but that's not a big deal in this case.
The problem is that some people involved with SEMA, are opinion makers so to speak. Some of them help set trends in the aftermarket industry, and often influence opinions on what brands are cool or trendy. So now any opinion makers present at SEMA are very likely laughing at Lexus. These opinion makers are very influential to the aftermarket segment. Many in the aftermarket segment are younger people. These opinions gradually filter down into the mainstream masses, and can influence a brand's reputation, and change or influence stereotypes about a brand.
Did Nissan do it better? At least with the Rogue One Star Wars Limited Edition, it will be available to the public even if it is limited to 5400 units (5K US, 400 Canada).
Yes, Nissan definitely did it better, infinitely better IMO. Not a level comparison since it is comparing a mass market vs luxury brand here, but Nissan I think hit a homerun here. They are a mass market brand, and what a perfect branding/marketing exercise to make a Star Wars special edition. This gives HUGE positive marketing to Nissan with virtually nothing negative here. This Star Wars special edition Rogue is apparently reasonably priced, it is NOT a one-off car like the Lexus, it is one people can buy, you get a special edition Star Wars helmet to go along with it, and the vehicle itself was done in a very classy way with understated, subtle touches. The timing of this is perfect, as it is right before the release of the Rogue One Star Wars film.
Just imagine if Lexus had done say a GS F-Sport or GS-F Star Wars special edition? That would have been some brilliant marketing for example. Or what if Toyota had done with this with the Rav4 or Highlander instead of Nissan with the Rogue?
I give kudos to Nissan for executing this. Regardless of what I think of the Rogue itself, the marketing here is just brilliant IMO.
Also regarding the IS, very surprised and disappointed that Team One came up with this idea.