• by Karl Greenberg , June 22, 2010

Volvo Cars of North America activating product placement of its XC60 crossover in the latest "Twilight" movie with an online game and ads starring the film's stars. The effort, via Boston-based Arnold Worldwide, includes print and TV ads staring Robert Pattison and Kristen Stewart who play the lead roles of Edward Cullen and Bella Swan in the Summit Entertainment films, the latest of which is "Eclipse." The ads promote an online contest tied to the latest movie in the franchise, "Eclipse."

The "Lost in Forks" creative, showing the Volvo XC60 and scenes from the movie, directs viewers to test their knowledge of the films at LostInForks.com. The game, developed by Euro 4D also offers a chance to win a new Volvo XC60. Volvo is also touting the game on its Facebook page and Twitter account. The TV spots will break nationwide on June 22. Volvo says MPG/MC handled the media buy.

The campaign extends the new "There's more to life than a Volvo. That's why you drive one" effort. Also on tap is an experiential program for the new S60 sedan. The company will run a national "Naughty Volvo" program starting July 6 in the Northeast, the south and west. A company spokesperson says the company is taking the car to retailers across the U.S. and on a limited scale in Canada. The tours include interactive displays demonstrating the vehicle's performance. The effort, running until October includes larger lifestyle events with a test-drive element.