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Volvo Hypes 2007 Pirates Treasure Hunt

By Mar 20, 2007

Volvo has launched a teaser campaign for its upcoming treasure hunt tied to the Pirates of the Caribbean: At World’s End.

And it’s promising an even bigger and better hunt for 2007.

The automaker launched a blog at TheHunt07.Spaces.Live.com to start generating buzz around its newest effort, which kicks off in May.

The blog began on March 18 prompting fans to return to the site yesterday for some news. The writer takes the role of a pirate to get people excited and interested about the upcoming campaign.

“The treasure this year will shock even the toughest swashbucklers out there,” the blog said yesterday. “Start sharpening your wit, dust off your olde compass and keep your eyes peeled. You don’t want to miss this one!”

No further details about the treasure hunt were available. The blog comes to months before Disney’s third installment in the Pirates franchise hits theaters. The movie will have a global release on May 25.

Volvo last summer sent thousands of players from across the world on an online treasure hunt in search of a buried Volvo XC90 SUV. The promotion drew 52,000 participants in the U.S. alone. In August, seven finalists (the first to complete the hunt) traveled to the Bahamas to unearth the buried treasure. Each walked away with a new Volvo car (PROMO Xtra, Aug. 14, 2006).

The treasure hunt was the first of its kind of Volvo under its partnership with Disney. Euro RSCG Worldwide, New York and Euro RSCG 4D, Amsterdam, handled the campaign for Volvo.

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