Vampires help sell cars

Volvo is hopeful that partnership with The Twilight Saga: New Moon will help increase car sales.

Volvo created a contest based off product placement of their Volvo XC60, vampire Edward Cullen’s car choice in Twilight, to increase car sales for mothers with teenaged kids.

The contest allows participants to win a chance to attend the premiere of New Moon, meet members of the cast and win a Volvo XC60.

Fans must sign up to participate in the contest. The goal is to complete six phases of questions in order to unlock the final puzzle. The first person to solve to puzzle wins.

Volvo is using a variety of social media outlets to reach their teenaged target for this contest. The contest persuades participants to use Twitter, Facebook and MySpace to share hints with each other.

The Twilight movie targets teen girls and Volvo wants their message to be transferred to the moms who drive their teenagers around.

The use of social media, product placement, and contests will work well to reach this teenaged audience. Unfortunately, this will probably help increase sales for the Twilight movie more than it will help increase sales for Volvo.

It is doubtful that a mom watching Twilight will consider buying a Volvo just because a teenage vampire in a movie drives the same car.

If anything this approach will help increase Volvo’s recognition, but do little to actually drive consumers into dealerships.

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