PIRATES OF THE CARIBBEAN: DEAD MAN’S CHEST (VOLVO)

OBJECTIVE:
Secure promotional partnership with popular, high-profile feature film to raise and broaden Volvo brand awareness worldwide. Create excitement for global Volvo Ocean Race.

STRATEGY:
IP matched Volvo with Disney’s promotions team to partner with this hit franchise.

Build and enter a Volvo “Black Pearl” in this televised race, running from November 2005 through June 2006. Devise an online Treasure Hunt, which included burying a movie-themed Volvo V-8 XC90 SUV, by creating a challenging treasure map to be retrieved at Volvo dealerships. This fun and exciting contest bonded families in their efforts to decipher the clues to win the grand prize, engaging closely with the Volvo brand as a result.

RESULTS:
This $15 million award-winning promotion was a huge success for Volvo by:
• Breathing new life into the Volvo Ocean Race.
• Driving traffic into dealerships, including a younger, first-time buyer--perfect demo for Volvo’s hip new S40 model.
• Creating billions of impressions globally.
• Opening the door for Volvo to partner with other corporate sponsors, including McDonalds, this featured Volvo in their
    TV ads for a sweepstakes give-away.