• Brandweek, Tuesday, June 13, 2006 12 PM

In what appears to be a pairing of strange bedfellows, upscale automaker Volvo and fast-food marketer McDonald's are joining forces in a new promotion centered around the new Disney film "Pirates of the Caribbean: Dead Man's Chest." The extensive promotion includes TV ads and Volvo-dedicated packaging for French fries, Big Macs and sodas, along with 672 prizes headlined by a daily car giveaway for 28 days. Even Volvo acknowledged it might seem odd to give a $46,000 vehicle to someone who just stopped in for a couple of burgers. However, "we looked at it from a branding standpoint and felt that it was really right," said Linda Gangeri, Volvo's national advertising manager. "We're a family brand and felt we would get some exposure beyond our usual places. Really, name a family that hasn't been to McDonald's." Volvo could use a boost of its family business. Sales this year are off 10 percent after an 11.1 percent sales drop last year, according to Volvo, a unit of Ford Motor. Sales for the XC90, launched in 2002 as Volvo's first foray into the SUV market, are down 7.5 percent Janurary-May 2006 vs. the same period last year.

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