It seems like nowadays you can't go anywhere without being accosted by a barrage of Twilight Saga merchandise or advertising. In the Chapters bookstore, there is a table of merchandise, as well as, a new table labeled "Bella's reading list" which features books with the same vampire theme. Washington State Tourism is launching a Twilight travel guide (The books are set in Forks, Washington). Even Toys R Us is cashing in with an in-store promotion and giveaway for the latest movie installment: The Twilight Saga: New Moon. And these are just three examples. There are many companies/brands getting in on the Twilight madness.
Now, Volvo has launched it's new "What Drives Edward?" campaign. Volvo is the car of choice for the fictional vampire in the Twilight books and they also have their cars featured in the Twilight films. The new online campaign officially started November 1 and offers a chance at winning a pair of tickets to Summit Entertainment's The Twilight Saga: New Moon premiere in Los Angeles on November 16 and a chance to meet select cast members, as well as a chance to win a new Volvo XC60 (the same car Edward drives in the new film). Twilight fans are encouraged to visit www.WhatDrivesEdward.com and register for the contest. Participants will play an interactive game where they answer trivia questions on the Twilight saga.
The contest is fairly simple. Participants will receive clues and, using them, must solve a series of Twilight saga related puzzles. Players are encouraged to exchange hints with other players through Facebook, Twitter and Myspace since the difficulty level for the puzzles increases with each level. The contest closes on the 23.The promotion will run in the United States, Canada, United Kingdom and France. Fans can visit the WhatDrivesEdward website even if they're not participating in the contest as there are film trailers, photos and New Moon themed desktop wallpapers featured there also.
It's a smart promotion for Volvo to run. Not only does it give great prizes to the fans that participate and win, but it also gets people interested and hyped up for the latest Volvo model (which will most likely result in skyrocketing sales and massive profits). I have no doubt this campaign will be a hit, especially since there are those die-hard fans that will go crazy to get their hands on anything and everything Twilight related. Now all that's left to do is sit back and watch as The Twilight Saga brand slowly takes over the world.
Click here to watch the Volvo commercial for the WhatDrivesEdward campaign.
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