Grey New York Volvo Interception
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[Grey New York Volvo Interception]
On Super Bowl Sunday, the U.S. is big, loud and expensive. Sweden is Swedish. So how does Volvo compete with the other car brands and their millions spent on commercials during the game? We don’t. We steal it.
“THE GREATEST INTERCEPTION EVER” – FINANCIAL TIMES
[Jimmy Kimmel:] Source: LYBIO.net
When you see a car commercial during the game, any car commercial, not Volvo, you could tweet using the #VolvoContest…
The interception was simple. Their commercials would give you a chance to win one of our cars for someone you love. Just tweet their name to Volvo during any car commercial. When Mercedes wanted you to look here, people immediately went here. When Lexus suspend $4.5 million for this, Twitter looked like this:
Patricia Alner @trisha71478 Feb 1
@FisherVolvoPDX My amazing husband! #volvocontest #volvointerception
5:44 PM – Feb 2015 – Details
Ella @PedreMia Feb 1
@volvocarsus I would put my daughter Natlia in a Volvo for graduation! #volvocontest #volvointerception #SB49
8:06 PM – 1 Feb 2015 – Details
Jason W. Rocco @JasonWRocco Feb 1
@volvocarsus For my mom, for all she does. #VolvoInterception #volvocontest
4:01 PM – 1 Feb 2015 – Details
Shifting the social conversation to Volvo. With up to 2,000 tweets per minute every time their commercials aired, we changed the Super Bowl conversation from one loud 30 second roar to an ongoing conversation about Volvo that lasted the entire game. We were the only car company to trend both nationally and globally.
“VOLVO GETS MILEAGE FROM OTHER CAR COMMERCIALS” – Advertising Age
[Natalie Andrews (Wall Street Journal Reporter):]
So they weren’t advertising on TV, they were letting all the other car companies do that for them.
“VOLVO AMBUSHES COMPETITION WITH INTERCEPTION CAMPAIGN” – The New York Times
“A TWITTER TOUCHDOWN” – THE WALL STREET JOURNAL
And just like that, their millions of dollars worth of car commercials turned into a social conversation about Volvo, helping our XC60 to a 70% sales increase the month following the game, the highest in its segment.
“SWEDEN STEALS THE SUPER BOWL” – AFTONBLADET
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Grey New York Volvo Interception. Shifting the social conversation to Volvo. Complete Full Transcript, Dialogue, Remarks, Saying, Quotes, Words And Text.