Volvo Drives Pirates Promo to Dealerships
Volvo Cars of North America hopes to drive traffic to its dealerships via a sweepstakes launched today tied to Walt Disney’s summer blockbuster Pirates of the Caribbean: Dead Man’s Chest.
In the Pirate’s Loot sweepstakes, consumers visit Volvo dealerships where a treasure chest full of pirate booty is placed. Consumers can receive a coin with a special code that directs them to Volvocarstreasure.com to enter the sweeps. The promotion ends Aug. 27.
More than 30,000 prizes will be awarded, including a grand-prize trip for four to a secret tropical destination, home entertainment systems, Kodak digital cameras and free download codes for legally “Pirated Music.”
Irvine, CA-based Volvo partnered with broadcaster Clear Channel Katz Advantage (CCKA) to launch a radio campaign to support the initiative. Radio spots produced by Havas-Euro begin airing today in 32 markets on 168 radio stations.
“Our goal is to drive traffic to our dealer locations during the summer months in a family-friendly, fun way,” said Linda Gangeri, manager, national advertising, Volvo, in a statement. “The association with the Pirates title has generated tremendous awareness for our brand.”
More than 400 Volvo dealerships are participating in the promotion and a total of 370,000 sweepstakes coins have been produced for the campaign. Volvo is one of many brands that have partnered with the Disney flick (PROMO Xtra, June 30, 2006).
Dead Man’s Chest, the second film in the Pirates series, has generated smash box office since its July 7 debut. Despite mixed reviews, it generated more than $130 million over its opening weekend.
