With the upcoming premiere of the final installment of the Twilight saga, Volvo is monopolizing on an opportunity to promote their 325hp Volvo S60 T6 R-Design. The concept of the ad is to firstly promote the Twilight movie, but secondly couple it with an opportunity to win "Edward's car", the Volvo and you have a contest that will send "Twihards" into a frenzy. However, how effective will this promotional strategy be? Is Twilight really that big of a deal to inspire someone to enter to win the actual car? Or do preconceived stigmas attached to the franchise alienate certain audiences?
Of course an opportunity to win a free car is hard for most people to pass up. But what if it's a Twilight car? I for one am not a fan of the Twilight franchise, so I tend to tune out the previews for the upcoming movie which is where this ad is featured. I feel like Volvo's attempt at promoting their new car may be successful to younger high school audiences, but the opportunity is only valid to those eighteen years of age or older, which limits who would want to enter. On the flip side however, maybe the Twilight name won't be a contributing factor to people's decisions to enter for a free car or not. It may just be a matter of opinion.
To watch the full length ad click here.
I think plenty of people will still enter this contest, whether they watch Twilight or not. As you said, I think the chance of winning a new car will be too much for some to pass up. I wonder why they call it "Edward's Car." Does that mean that it's just the car he drives in the movie or will it come with Twilight decals all over it? There's something I'm not so sure I'd want to win.
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