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Tuesday, November 17, 2009

What Drives Edward? The Volvo XC60




It's highly unusual for a car company commercial to generate any buzz, but team up with this Fall's most buzz worthy film and people start watching and commenting about your ad. The latest movie that uses a car as star in a film is Twilight: New Moon. A Volvo XC60 is driven by the film's protagonist, Edward, and with fans eagerly waiting for the film's debut this Friday, the commercial is satisfying some of that need with over 240,000 views and 160 comments on YouTube. And the hysteria is reaching epic proportions with comments like this from fans, "SEXY CAR DROVE BY A SEXY˛ˇ MAN !!" Way to go Volvo, your SUV is "sexy!"

What's most intriguing about the Volvo promotion is that it extends beyond the normal email or online marketing campaign for a contest. In this case, the contest is further promoted in a TV spot which by most contest standards is quite unique. But with a popular film to tie it all together, it's providing some excellent awareness for Volvo's first entry-level luxury SUV.

The promotion online includes a sweepstakes and contest with the contest requiring visitors to solve six phases, each borrowing knowledge from fans of the Twilight series. The first to solve all six phases wins a brand-new Volvo XC60.

The contest is the most confusing thing about the promotion. I have been getting emails from Volvo promoting each phase of the contest, but every time I click to "play the latest phase" I end up at the homepage of the WhatDrivesEdward.com site instead of viewing the instructions for the latest phase. Some deep linking into the What Drives Edward site would've been very helpful.

Volvo, probably realizing most Twilight fans are in their twenties and early thirties, decided to additionally promote their entry-level car the Volvo C30. Both in email communications and on the What Drives Edward site, there are side-by-side images of the XC60 and C30 for visitors to click-on to get more information about the cars. This is a nice way to extend the product portfolio to a more relevant product for site visitors, since the SUV may not appeal best to the contest participants.

If you wish to try your Twilight knowledge, there are a few days left to get the six contest phases solved or you can just enter the sweepstakes for your chance to win a XC60.
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