TWILIGHT (VOLVO C30)
Create excitement and generate vehicle sales with a younger, hipper demo.
Secure hero exposure for the new Volvo C30 in the record-breaking film Twilight with hip star Robert Pattinson behind the wheel, resulting in over 4 minutes of branded screen time for the vehicle.
Execute a C30 give-away with one of the actual vehicles used in the film. Popular TV star Tyra Banks and her Emmy Award-inning daytime talk show featured Twilight cast members.
During this segment, a lucky Twilight fan was surprised when she received the keys to the C30 from Tyra and Robert Pattinson. The vehicle received beauty shots, message points and rolling credits.
The Volvo C30 garnered millions of impressions with this key target demo. Over 4.3 million ‘tween and twenty-something viewers enjoy her show weekly.
The Associated Press picked up the C30 giveaway story with photos, running it on-line and in papers nationwide, creating additional impressions.
Due to the C30 on-screen exposure, unprecedented buzz was created on Youtube.com which featured top-viewed fan videos promoting the Volvo C30. These ran for months before the release of the film and post-release videos continue to stream.
A surge in sales for the Volvo C30 confirmed by Doug Speck, President of Volvo Cars of North America!