Lights, Camera, Action as Volvo Stars in the Movies
21/06/2010
The Twilight Saga is one of the most popular film franchises once again starring Edward Cullen and his inimitable Volvo XC60 go once more into the twilight zone.
The Twilight Saga: Eclipse is now even released until 30th June but already, the buzz surrounding the movie is enormous, over two million Internet hits and counting, photographs, fan forums, even chat-room discussions of the exact colour nuance of Edward Cullen's latest Volvo.
In the novels on which the award-winning movie franchise is based, the hero Edward Cullen drives a Volvo S60R, but it came to filming, Volvo was no longer producing the S60R so a Volvo C30 was used, followed by the sector-leading Volvo XC60 in the next two.
"The opportunity to participate in such a successful film franchise is a wonderful opportunity. Since Edward drives a Volvo in the novels, our participation is both credible and logical," says Oliver Engling, Project Manager for Volvo Car's ‘Lost in Forks’ promotional campaign that is tied to the upcoming release of The Twilight Saga: Eclipse 30.
Volvo Car's appearance in the first film in the franchise, Twilight, led to increased sales of the Volvo C30 at several Volvo dealers, particularly in the US market. Then, after the release of The Twilight Saga: New Moon, dealers reported increased interest in the Volvo XC60 and noted that customers came to showrooms to photograph their children in the ‘Twilight car,’ leading to the brand being increasingly perceived by youngsters as ‘cool,’ with moms of teenagers showing increasing interest.
"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. They perceive the brand as attractive and one that stands out from the crowd," says Oliver Engling.
As a result, some Volvo Cars markets have chosen to place the heart of their marketing campaigns on the Internet.
Just a few days before the world premiere of The Twilight Saga: Eclipse, Volvo Cars will launch ‘Lost in Forks,’ an online competition in which participants navigate a Volvo XC60 through the town of Forks following various clues along the way to decide which path is the shortest way to reach the Cullen House.
www.volvocars.com / www.eclipsethemovie.com