No expensive Super Bowl ad for Volvo this year. This year the automaker has different plans. It’s launched a social media campaign to get viewers to tweet during other car ads. So how do you get folks to do this? Why you give away a vehicle, of course.
Volvo calls it its “Interception” campaign and the end game is to win some big time publicity while giving away a few brand-new XC60’s. Here’s the big idea. Volvo wants viewers to head to Twitter during competitor ads to nominate someone inspiring they believes deserves to win a new vehicle. When they Tweet, viewers must use #VolvoContest. Selected tweets will get a response from Volvo, asking why each nominee was chosen. Five winners will then be selected by Volvo judges.
“People have always been at the heart of Volvo, inspiring the products and experiences we create,” said Volvo marketing EVP Bodil Eriksson. “We want to bring that mindset front and center and celebrate the people and passions that inspire us and our customers.”
Overall, it’s a quieter year than most when it comes to automakers advertising during the Big Game. Major automakers including Audi, Honda, Jaguar, Acura and Volkswagen have opted out of the frenzy. Some cite timing as the issue, but cost could be a factor, too. Automakers who are forking over in the ballpark of $4.5 million include Kia, Toyota Mercedes and BMW.
Volvo’s campaign begins along with kickoff at 6:30pm EST on Sunday, February 1. So grab some snack food and your laptop. It’s expected to be the most watched Super Bowl ever as New England takes on Green Bay in Phoenix, Arizona. On another note, the game’s MVP will get a vehicle, too: a Chevy Colorado.
Want more info on Volvo’s hashtag campaign? Check out Volvo’s video below.