• by Karl Greenberg , June 22, 2010

Volvo Cars of North America is activating product placement of its XC60 crossover in the latest "Twilight" movie with an online game and ads featuring the film's stars.

The effort, via Boston-based Arnold Worldwide, includes print and TV ads starring Robert Pattison and Kristen Stewart, who play the lead roles of Edward Cullen and Bella Swan in the Summit Entertainment films. 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, at www.LostInForks.com, developed by Euro 4D, places the player in the driver's seat in a photo-realistic north woods setting that represents Forks. The player must navigate to the Cullen house, meaning that players have to be familiar with the terrain.

The game dangles a chance to win a new Volvo XC60. Volvo is also touting the game on its Facebook page and Twitter account. The TV spots broke nationwide on June 22. Volvo says MPG/MC handled the media buy.

The campaign extends Volvo's first-ever global marketing campaign, "There's more to life than a Volvo. That's why you drive one," which kicked off last fall.

Also on tap is an experiential program for the new S60 sedan. The company is kicking off a national tour, "Naughty Volvo." The effort starts simultaneously on July 6 in Cranston, R.I., Tulsa, Okla., and Tucson, Ariz. It then travels to other markets, including Canada. A company spokesperson says Volvo is taking the tour to retailer-hosted experiential events where people can preview the car before it goes on sale.

The show has interactive displays detailing the car's design, performance and safety attributes and Volvo's Pedestrian Detection system. The effort, which runs until October, includes larger lifestyle events with a test-drive element.