Constantly in search of a sexier image, Volvo are turning to ever-popular vampires to give them some street credibility. The Swedish car manufacturer has placed their new XC60 in the new vampire movie The Twilight Saga: New Moon.
The car, driven by vampire character Edward Cullen, features prominently in the movie leading to Ogilvy Entertainment to comment “Edward Cullen makes the Volvo XC60 look like a million bucks, similar to the effect that James Bond had on the Aston Martin”. (I don’t know whether Ogilvy were involved with the brand placement).
Besides the brand placement, Volvo have added some transmedia thinking by creating a web and social media presence to promote the car and contest with prizes ranging from tickets to meeting the movie’s cast to winning a XC60.
Fans have to answer a series of questions with clues scattered across social media sites like Twitter and Facebook. The fans are encouraged to chat with others to solve the puzzles, thereby creating communities around the competition.
Volvo get brand placement and social media: a good step towards the elusive street credibility and sexiness they desire.
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