According to Adweek, Volvo has also used the Twilight hit to advertise. Like Burger King, Volvo made a deal with Summit Entertainment to feature their XC60 model as Edward Cullen’s car. In fact, Doug Speck, president and CEO of Volvo Cars of North America stated that, “Volvo is central to Edward’s character in the Twilight saga,” clearly putting the product at the forefront of the plot.
Volvo has launched a contest where fans of the film can enter to win the chance to meet Robert Pattinson and the rest of the cast during the L.A. premiere of the movie later on this month. Last year, Volvo spent $50 million on media. The Ad Week article suggests that the ads are intended to target mothers who would buy the Volvo for their Twilight obsessed tween daughters.
On the "What Drives Edward" website, there are also video clips of the "New Moon" Trailer and photos of the characters. It is almost as if the website is also targeting an audience that isn't familiar with the movie series. Also, I think that this ongoing Twilight ad campaign is very interesting because this is the first time I can recall that such a wide variety of companies have actively sought product placement in a popular film.
The Twilight Volvo is the top banner ad on You Tube.
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