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Volvo Targets Tweens In Twilight: New Moon

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Screenshot from Volvo's

Screenshot from Volvo's

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A couple of months ago, we mentioned that Volvo had paid for product placement arranged to have its products placed in The Twilight Saga: New Moon. Now that the movie is prepping for a November release, Volvo has upped its marketing game by launching The microsite highlights the Volvo/Twilight alliance and gives visitors a chance to win tickets to the film's Los Angeles premiere as well as a brand-new Volvo XC60.

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.



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

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 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 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.

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Comments (13)
  1. I think the XC60 is eye candy for the parents, who are the real target here. The C30 isn't really a guy's car, either, but maybe they figure the daughters have some say in a 3rd or 4th car for the family? They are also probably worried that their demographic (boomers) won't be buying many new cars in their retirement years, so getting younger buyers interested is a long term goal.

  2. I totally agree -- except I don't see this as the sort of movie parents are likely to see with their kids. The demo at which TWILIGHT is targeted is a little too old for that -- you know, too cool to be hanging out with mom and dad and watching hot young vampires do their thing. If correct, I'm guessing that most of the eyeball that hit the XC60 are going to be 12 - 17 years old.

  3. whoever wrote this has no clue of the following the Twilight saga has. Moms & Grandmas are just as crazy about this movie as their teenage daughters & grand-daughters. Volvo knows exactly what they are doing!!!

  4. I agree with Twi-Mom. Whoever wrote this article has excluded the fact that the audience for this saga has a very wide range. In fact, it's a series that moms and tween daughters can share. Looks like the Mom's get the car though...BONUS!!

  5. As the writer of this piece, I'm surprised and intrigued to hear that moms are such fans of the franchise. Does it apply to dads, too? As someone of dad age, I gotta say: I took a stab at the books and...well, they've turned out to be very nice paperweights.

  6. Check out this cool widget for the movie. Ally yourself with jacob or edward. :)

  7. In two stories on this topic, thecarconnection has used terms "as far as we know" and "we're guessing." Well, that's honest if not reflective of poor reporting. I work for Volvo -- and work on this project. I know the viewership of these movies goes beyond teenage girls, and I would have told that to a reporter from thecarconnection -- if one would have called. Also, Volvo did not pay for the product placement.

  8. Obviously, I stand very, very corrected on the demo data. However, from my perspective as a rabid consumer of pop culture, I have a hard time seeing the pitch to moms being made by the film's producers (other than the ungodly number of photos of shirtless Taylor Lautner).
    As for the product placement, note the strikethrough above.

  9. WHO says us moms are looking at Taylor Lautner? That's jail bait to us! We WANT ROB! At least he is of age! LMAO

  10. To the writer - You bring a good point questioning if the same enthusiasm toward this saga applies to Dads. I agree with you that I'd be just as shocked and intrigued if you actually found one. OF course you wouldn't, it's a love story...a different one of it's kind, with twists, turns, taboo, but common factor is the love between the two main characters..definitely aimed at a female fan base of all ages. To Geno - Thank you for the correction of the variety of fan based ages and confirmation Volvo is aware. :-)

  11. Who says us Twi-Mom's are looking at Taylor, he's jailbait to us. We WANT ROB! At least he is of age.

  12. Once I stated reading the Twilight books, I could not put them down. Beautifully written IMHO. And I'm old enough to be RPatz grandmother, darn it. I was surprised that Volvo wasn't involved in the first movie ... good move to get on board now.

  13. My husband watched the movie with me. He will watch New Moon too I'm sure. But to say he's a fan, no he's not. However, my father-in-law is finishing the 4th book & hasn't been able to put them down. Although he has said, he wishes Edward would just bite Bella & get it over with. So yes, there are male fans. I just think they're afraid to admit it like us moms.

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