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Volvo Targets Tweens In Twilight: New Moon Page 2

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Screenshot from Volvo's WhatDrivesEdward.com

“Volvo is central to Edward’s character in the Twilight saga,” said Doug Speck, president and CEO of Volvo Cars of North America. “One lucky fan will be the first to solve all of the puzzles in Volvo’s What Drives Edward contest and win a new XC60. While the XC60 doesn’t come equipped with a vampire, the winner will experience the power, beauty and protection that is Volvo—and it will transport them to all of their great moments in life.”

How the Volvo What Drives Edward Contest Works 
Starting Nov. 1, players can register at www.WhatDrivesEdward.com and will receive clues to help solve a series of puzzles. Since the puzzles increase in difficulty, players are encouraged to exchange hints through Facebook, Twitter and MySpace. The contest runs for three weeks from November 1 through November 23.

In addition to the contest, fans can watch trailers from the film, check out photos in the gallery and download New Moon-themed desktop wallpapers at www.WhatDrivesEdward.com.

Fans that don’t win the online contest and want their own new shiny Volvo XC60, just like the one Edward drives, can visit a local Volvo retailer or go to www.volvocars.com/us to build their own. Edward's XC60 features the Saville Grey metallic exterior, a sandstone beige/espresso interior, a cream leather steering wheel,19-inch Achilles diamond cut wheels and exterior accessories such as side scuff plates, front bumper bar and rear skid plates.

In addition to the United States the online promotion will run in Canada, the United Kingdom and France where fans in those countries collectively will have a chance to win two tickets to the world premiere and a winner in each country will be awarded a shiny new Volvo.  Fans in Germany will be able to compete in the online game and win a car as well.

The Twilight Saga: New Moon opens in U.S. theaters November 20.  In the film directed by Chris Weitz and starring Kristen Stewart, Robert Pattinson and Taylor Lautner, the romance between mortal and vampire soars to a new level as Bella Swan (Stewart) delves deeper into the mysteries of the supernatural world she yearns to become part of—only to find herself in greater peril than ever before.  Following Edward Cullen’s (Pattinson) departure from Forks, Washington, Bella discovers his image comes to her whenever she puts herself in jeopardy.  In time Bella’s frozen heart is gradually thawed by her budding relationship with Jacob Black (Lautner) who has a supernatural secret of his own.

About Volvo
Volvo Cars of North America, LLC (VCNA) is a subsidiary of Volvo Car Corporation of Göteborg, Sweden. VCNA provides marketing, sales, parts, service, technology and training support to Volvo automobile retailers in the United States, and oversees Volvo operations in Canada. www.volvocars.com/us/

About Summit Entertainment, LLC
Summit Entertainment, LLC is a worldwide theatrical motion picture development, financing, production and distribution studio. The studio handles all aspects of marketing and distribution for both its own internally developed motion pictures as well as acquired pictures.  Summit Entertainment, LLC also represents international sales for both its own slate and third party product.  Summit Entertainment, LLC plans to release 10 to 12 films annually.


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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.
     
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  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.
     
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  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!!!
     
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  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!!
     
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  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.
     
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  6. Check out this cool widget for the movie. Ally yourself with jacob or edward. :)
    http://www.newmoon-themovie.co.uk/google_widget/
     
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  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.
     
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  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.
     
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  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
     
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  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. :-)
     
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  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.
     
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  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.
     
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  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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