• by Masha Geller , March 14, 2002

Volvo’s at it again. As you may remember, in October of 2000, Volvo showed great confidence in web marketing by launching - with much fanfare - its new S60 sedan exclusively online. As a result, Volvo said in January of 2001 that there's little chance they'll use the same Internet-only strategy again.

This year, they’re trying something completely different - integration. Beginning today, promotions aimed at engaging consumers in a dialogue with Volvo will be seen across a wide variety of consumer touch points -- TV, interactive TV, Internet, Personal Digital Assistants, WAP-enabled cell phones, and email -- inviting them to enter a sweepstakes to win a Volvo S60 sports sedan in connection with the 2002 NCAA “March Madness” basketball playoffs.

In addition to television spots, one of the elements of the promotion is Wink Interactive television technology, which will allow certain digital cable viewers to interact with ESPN channels via their remote control. While doing so, they will be given opportunities to enter the sweepstakes. Another element is a custom Volvo-branded NCAA information channel on AvantGo, which will allow users access to tournament brackets, scores and NCAA news. Volvo also has banner inventory on Vindigo, which provides “one-click” entry into the sweepstakes. Both of these will be promoted through the Avant Go and Vindigo email newsletters.

Additionally, Volvo will leverage a significant branded presence on major Web properties, including AOL, MSN, Yahoo!, and CBS SportsLine.com. Volvo will be employing several rich media “Video in Banner” executions, including Unicast's 300k Superstitial ad. Volvo will also look to Bluestreak, Videobanner and Klipmart as partners to run the TV spot off of or within a banner format.

I’ll keep you updated on the results as they are made available, but it does look like these guys covered all the bases for a successful promotion.