To promote the Nissan Juke during the Paris Motorshow, D2NA/DigitasLBi France and UNIT9's VR Studio created an Oculus Rift experience for event goers. If I'm understanding correctly, the experience was a virtual parkour-like game in which you were using your real feet to keep up with the Juke in a virtual world. In the press release, Thomas Rodier, head of events at Nissan Europe is quoted as saying this:
People come to motorshows to discover new concepts and get excited about the future. That’s why with Chase the Thrill we hope to give people a taste of the future of gaming and interactivity. Like everything we do at Nissan, Chase the Thrill has technological innovation at its heart. And it’s also a completely new way to get a feel for the Juke: you don’t drive it, you chase it!
So the best way to get a feel for the Juke, is to create a game in which you are literally (and virtually) running after your car? I appreciate the way car companies are getting experiential. But I think this an instance of valuing the latest and greatest technology over a big idea. At least when Toyota brought the Thrill to Camry, people were actually experiencing the car, not just running after it in virtual reality.