automotive

Volvo Back For More Vampires And Young Love

Volvo, which has had a product integration presence in three of the "Twilight" movies, is back in the latest of the films, "Breaking Dawn, Part I," in which the Edward Cullen character marries Bella. In the book on which the movies are based, Cullen drives a Volvo, a paradox since he's technically dead, or undead anyway, and the automaker's greatest asset in terms of brand equity is safety.

Volvo will have vehicles in the film, but the automaker is also doing a marketing campaign with a social media program at its core to support it. Euro RSCG New York, Volvo's agency of record for many years, developed the campaign.

The program comprises two online promotions around the Summit Entertainment film, which premiers Nov. 18. Starting Oct. 15, people can submit photos or drawings of what they would wear to Edward and Bella's wedding on Volvo's Facebook page. The entry with the most votes wins two tickets to walk the red carpet and attend the film’s premier in Los Angeles. The automaker, whose U.S. sales arm is in Rockleigh, N.J., will pay for round-trip air fare to L.A., two nights lodging, and $500 in spending money.

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There is also an online game launching the same day. The "Journey to the Wedding" game, at JourneyToTheWedding.com, dangles a trip for two to Rio de Janeiro, including a stay at the very house where Bella and Edward spend their honeymoon. The winner also gets the Volvo S60 R-Design that Edward drove in the fourth installment of the film series.

For the last promotional act around the "Twilight: Eclipse," Volvo launched a "Lost in Forks" promotion, which it says garnered some 75,000 entries.

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