Volvo’s Super Bowl stunt is yet another one to distract viewers from the game.
Volvo’s game plan for the Super Bowl has nothing to do with the sport, but everything to do with distracting viewers from it.
The campaign, dubbed “The Longest Drive,” directs people to a website, where they’ll then have to watch a test drive video of the S60 Sudan. Three lucky viewers who look at their phone the longest will win a “Care by Volvo” subscription to the S60 Sudan. The video goes live at kickoff on Feb. 3, at 6 p.m. ET and lasts right up to the last whistle. Viewers can play as many times as they want.
“In terms of [the] activation, what better way to introduce people to a car than to take them on test drive?” said Bob Jacobs, vp of marketing, brand and communications at Volvo. “It also fits with our campaign of “Follow No One.” What better way to bring that to life than to not follow what all other automakers are doing by running an ad during the Super Bowl.”
This isn’t the first time Volvo’s pulled something like this for the Super Bowl; the car brand teamed up with Grey to run the “The Greatest Interception Ever” campaign back in 2015.
