THE TWILIGHT SAGA: NEW MOON (VOLVO)

OBJECTIVE:
To continue to heighten brand awareness with a younger consumer demo by capitalizing on on-screen brand integrations. Position Volvo as a modern brand - particularly the C30 and XC60

STRATEGY:
Television, online WhatDrivesEdward.com, major social media and dealership campaign

RESULTS:
• Google "whatdrivesedward" received over 10MM mentions.
•Eight challenging online New Moon puzzles encouraged repeat visitors to win premiere tickets and a chance to win a Volvo XC60 like Edward drives. Game garnered over 295K registrants in the US; with a total of over 363K registrants worldwide
• Cars.com site: more people read the Volvo XC60 review over a seven day period than any other new-car review
• Daily Volvo online research in November increased nearly 3X over competitors Mercedes, Audi, BMW
• Monthly unique site visitors: From 600K to more than 2MM
• Online campaign delivered 85.2MM impressions and drove 688K clicks clicks to whatdrivesedward.com
• C30 and XC60 experienced a dramatic increase of completed configs
•• Completed configs doubled during peak media weeks for XC60
•• Highest lead count since launch of car
•• Phase 4 had users exploring the XC60 which led to over 1,600 opportunities in one day