Volvo was completely caught off guard by the sheer volume of vampire-loving Twilight fans that descended on dealerships after the first Twilight film. The movie featured the main character driving a C30 hatchback. Now with a new film heading to theaters, a new model, the XC60 crossover, is being featured. However, this time Volvo is ready to do even more to capitalize on the attention.
For the release of the new movie, The Twilight Saga: Eclipse, Volvo is launching the the Lost In Forks online contest. The website enables fans of the movie to navigate virtually through the town of Forks, WA behind the wheel of the XC60. Volvo is hoping that when kids are are driving online, moms will want to take a closer look at the crossover in real life.
“Above all, of course, we are really pleased that the image of the Volvo brand has changed among many of the young people who in a few years’ time will be our potential customers,” said Volvo marketing manager Oliver Engling.
Volvo’s presence in the Twilight films may seem like your average case of random product placement. But Volvo execs stress that the brand’s involvement is fitting.
“Edward and Volvo are a great match because Edward is a protector, yet at the same time, he’s a fan of great style and speed,” said Doug Speck, president and CEO of Volvo Cars of North America.
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