• by OMMA Magazine Writers , September 15, 2009

For the launch of its first-ever crossover vehicle, Volvo developed a campaign that included a complete homepage takeover of YouTube, and incorporated a live Twitter feed from the New York Auto Show. The YouTube takeover (a first for an automaker) also included the first expandable ad unit on YouTube's home page, linking consumers to videos, photos and a game that highlighted the car's unique City Safety feature. Other placements included lifestyle and news channels with banners that touted the City Safety feature, as well. In just three days, the campaign garnered 170 million impressions, 50,000 clicks, 17,000 hours of brand engagement and interaction rates 88% higher than the rest of the industry.

MediaContacts: Alyson Yaffe, Account Director; Jing Du, Taylor Wynne, Supervisor; Priva Patel, Planner; Kristin Yelin, Assistant Buyer/Planner; Lindsay, Entsminger, Search Marketing Specialist.