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Twilight And Volvo Cross-Promote Vampires And Vehicles

by amyellensoden | November 2, 2009 at 11:04 am

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The Twilight Saga has teamed up with Volvo for cross-promotion of Volvo's XC60 SUV with New Moon, arriving in theatres later this month on November 20th. The black Volvo SUV will be driven by Robert Pattinson (Edward Cullen) in the second Twilight Saga film.

There are already TV ads running that feature the black SUV interspersed with clips from New Moon featuring Robert Pattinson, Taylor Lautner, and Kristen Stewart. Volvo's cross promotions extend to an international sweepstakes, and a cross promotional website featuring online games.

"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," says Linda Gangeri, Volvo's national advertising manager. "It did really well without us doing anything, so with the second film we worked with the studio to develop a global program."

Volvo's C30 silver coupe was featured in the first Twilight movie but the newer XC60 SUV will take its place for the second film. This is a great marketing opportunity for Volvo, whose promotions have already extended beyond the movie and TV ads. A new site, WhatDrivesEdward.com, features two contests that fans can enter.

The first contest is to win a pair of tickets to LA for the official premiere of New Moon on November 16th before the theatrical release on the 20th. The prize includes a meet and greet with New Moon cast members, hotel accommodations, and other Twilight goodies.

The second contest takes the shape of an online puzzle game with varying levels to be reached. The winner will get their own Volvo XC60 black SUV just like Edward's.

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Adalia (not verified)

at 10:16 on November 13th, 2009

Who won the trip to LA?

NancyPat (not verified)

at 11:38 on November 13th, 2009

I think that it is awesome that they are giving away a car, to whomever can get the puzzle right first wins. Of course, I am in the contest so I hope that I WINNN. Best of luck to anyone who is playing! :)