Screenshot from Volvo's WhatDrivesEdward.comEnlarge Photo
And that's great. As the second film based on the absurdly popular Twilight novels by Stephenie Meyer, we're sure that New Moon will do well at the box office, so if it's exposure that Volvo wants, they're on the right track. Our only question would be: is Volvo exposing itself to the right people?
As far as we know, Twilight is almost entirely a tween and teen phenomenon. Its target demographic skews a bit older than, say, Harry Potter, which means that the many, many kids who see New Moon are going to see it with their peers, not their parents. (If the books and movies appealed to younger children, however, the audience would likely boast lots of moms and dads with kids in tow.) As with any product, there are certainly fans outside the target demo, but we're guessing that the Twilight audience drops off steeply after age 25 -- which is probably too young to manage the XC60's $32,000+ price tag. [NB: A rep from Volvo weighs in below on this very matter. We stand corrected.]
So what's the tie-in? Volvo could just be looking to build brand recognition among young people -- but if so, we think they might chose a film with slightly broader appeal (think Transformers). Or maybe Volvo is just after celebrity endorsements -- although it's pretty well known that Robert Pattinson drives a Porsche Boxster. Yes, it looks very nice, but the Volvo XC60 isn't quite R-Patz's style.
As far as we can tell, the biggest tie-in between Volvo and Twilight seems to be that New Moon was shot in Vancouver, which looks a little like Sweden if you squint. Or maybe Twilight is really popular with wealthy adults in China, Volvo's potential new home.
That said, who are we to turn down a contest, much less free stuff? While we click through to the website, y'all can skim the press release below and let us know if we've missed any crucial info.
WHAT DRIVES EDWARD CULLEN MAY SOON DRIVE YOU
Fans can enter sweepstakes for a chance to win tickets to the premiere of The Twilight Saga: New Moon, and can play for a chance to win a shiny new Volvo XC60 at www.WhatDrivesEdward.com
ROCKLEIGH, N.J. (Oct. 27, 2009) – Know what Edward Cullen drives? Volvo is putting a challenge out to all Twilight fans by launching a new online promotion in conjunction with the release of Summit Entertainment’s The Twilight Saga: New Moon. Fans can visit www.WhatDrivesEdward.com and enter for a chance to win a pair of tickets to The Twilight Saga: New Moon world premiere in Los Angeles on Nov. 16 and an opportunity to meet select members of the New Moon cast.
Starting November 1, fans have the chance to win a shiny new Volvo XC60 just like the one Edward drives in New Moon. By logging onto www.WhatDrivesEdward.com and putting their Twilight saga knowledge to the test in an interactive game-like contest, fans will be in the running for Volvo’s newest, highly acclaimed crossover featuring City Safety, a unique safety system designed to help the driver avoid or reduce low-speed collisions that are common in city traffic.