Wednesday, May 23rd, 2012
Volvo is launching an international promotion around the movie: Twilight: New Moon.
In the movie, lead character Edward Cullen will be driving a Volvo XC60 crossover. The first Twilight movie featured the Volvo C30 3-door coupe. However, the car manufacturer was unable to take advantage of this (in a marketing sense).
?It was a missed opportunity in the first film because the car had actually four minutes in the film, which is unheard of in product placement,? commented Volvo?s national advertising manager Linda Gangeri about the first product placement. ?It did really well without us doing anything, so with the second film we worked with the studio to develop a global program.?
This time around, the Swedish auto manufacturer is covering all bases. Its promotions include ads, social media, interactive games, and a cross-promotional website.
Interested fans can visit WhatDrivesEdward.com to get a chance to win a couple of tickets for the film?s premiere on November 16, where they will also get to meet the film?s cast.
The company will also be giving away a XC60 to the winner of Twilight-based puzzles, which will be launched on the site on November.
Gangeri says that Volvo will spread buzz about its promotions through Facebook, Twitter, YouTube, and Flickr. The television advertisement will launch on November 1 and it will incorporate film images as well as plot elements.
?What we have learned is these fans for this series are so fanatical that the minute you deviate from the story in any way they are not happy,? said Gangeri. ?All of the creative you see will be centered on the film, so the 30-second TV spot will use footage from the film that incorporates the car, and the online game is all about the story.?
Source: Marketing Daily
