Volvo is capitalizing on an unexpected bump in popularity it received after two of its cars guest-starred in the *Twilight *films.
While Volvo marketing execs were at first caught off-guard by the sheer volume of black-t-shirted tweens on dealer lots after the release of the first Twilight film, featuring vampire-hero Edward Cullen driving a C30, they've prepared with an online marketing campaign this time.
In the latest film, The Twilight Saga: Eclipse, Edward's upgraded to an XC60 crossover (perhaps a sign that he's ready to settle down and start a family?) and Volvo is armed with a promotional campaign to attract future customers and their parents.
In anticipation of the film's release next week, Volvo launched the Lost In Forks online contest, in which Twilight fans navigate an XC60 through the town of Forks, Washington following clues that lead to Edward's home. It doesn't matter that many of the contest participants won't be old enough to drive in real life. Volvo said moms will take a look at the XC60 based on their kids' enthusiasm.
"Above all, of course, we are really pleased that the image of the Volvo brand has changed among many of the young people who in a few years' time will be our potential customers," said Volvo marketing manager Oliver Engling.
Considering the last Volvo we can recall gracing the silver screen was the 240 wagon Michael Douglas' character drove in Fatal Attraction, Engling is probably glad to see a Volvo film car with paint that doesn't get scorched with battery acid.
While the Volvo tie-in sounds like pure product placement, it stems from choices that *Twilight *author Stephenie Meyer made with a little help from the gearheads in her family. Meyer chose a silver S60R for Edward, but it was replaced with a C30 in the first film after Volvo drove a stake through the S60's heart.
On her website, Meyer says she'd call up her brothers and "whichever one I'm speaking to will immediately rattle off a long, specific description of the car I want, including the price, the horsepower, the time it takes to get from zero to sixty, and any new body stylings that might be on the way."
After some thought, we decided Meyer's choice was entirely appropriate. Volvo's model runs seem almost as immortal as vampires, so its no surprise that the Cullen family is loyal to the Swedish brand. Plus, with all that safety equipment on board there's little chance of any delicious blood being shed in the event of a crash.
Photo: Volvo
