Volvo decided to run a social campaign rather than pay for a Super Bowl ad, turning to agency Grey New York to stage a social giveaway entitled “The Greatest Interception Ever.”
Volvo is calling on viewers to tweet using the hashtag #VolvoContest while any car commercial airs during the Super Bowl (there are actually fewer than usual this year), beginning at 6:30, and nominate a recipient for the the new Volvo XC60. The brand will respond and ask qualified recipients why think that person deserves the vehicle, eventually choosing five potential winners from the entries. It’s an interesting alternative to broadcast advertising during the big game, and a cool giveaway that promises to steal at least some thunder from brands who shelled out for a Super Bowl ad.
“People have always been at the heart of Volvo, inspiring the products and experiences we create,” said Bodil Eriksson, executive vice president, product, brand, marketing & communications, Volvo Cars of North America. “We want to bring that mindset front and center and celebrate the people and passions that inspire us and our customers.”