What drives Edward Cullen may soon drive you

Volvo is launching an international promotional campaign with Summit Entertainment, where they are not only giving away two (2) tickets to the New Moon Premiere on November 16 but also a chance to win Edward Cullen’s latest car, the Volvo XC60.

Volvo is now jumping into the New Moon promotional campaign after the success of their C-30 3-door coupe, which was featured in the first Twilight film. According to Linda Gangeri, Volvo’s National Advertising Manager, Twilight has opened new doors for Volvo especially for customers who havent considered them before.

“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. It did really well without us doing anything, so with the second film we worked with the studio to develop a global program.”

“What happened with the C30 in the first ‘Twilight’ film was it drew interest among 20-to-30 year olds and people who had never considered Volvo before,” she says. “And while the books started out appealing to a teen audience, it has grown exponentially. Women of all ages, they are reading the book. It does relate to what we are trying to do with brand, since we are perceived as ‘safe.’ This movie gives us an audience of people who haven’t acknowledged us before and lets us break out of the paradigm of being seen only as a safety brand.”

For fans to win the XC60, they need to register in their site (VolvoCars.com) and participate in a Twilight themed puzzle game, which would test their knowledge about Twilight. The contest will begin November 1 and will run through November 23. Volvo will also launch a TV ad featuring Edward’s XC60.

Gangeri says Volvo will seed comments about the game on Volvo XC60 pages on Facebook, Twitter, YouTube and Flickr to generate buzz. The TV ad flight kicks off Nov. 1. She says all elements will incorporate images of the film and elements of the story.

“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. 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.” Volvo will host clips from the film on the Web site as well.

So what are you waiting for Twilighters? To join, head over now to Volvocars.com.

jediyoda