I flew an X-Wing fighter at Star Wars Celebration

Whether it's the Bates Motel at SXSW or the annual flood of tie-ins at Comic-Con, these brand activations are an opportunity for companies to hawk their wares by creating one-of-a-kind experiences that will get audiences talking. In what they're calling "The X-Wing Experience," attendees wait in an insanely long line, after which they strap on X-Wing pilot gear and sit down into a cockpit mock-up, complete with working switches, lights, and a control stick.

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