TWILIGHT (VOLVO C30)

OBJECTIVE:
Create excitement and generate vehicle sales with a younger, hipper demo.
STRATEGY:
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.

RESULTS:
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!