After the amazing success of the Epic Split last year, Volvo has once again stolen the show during this year’s Cannes Lions. This time, it was about Volvo cars, and its social campaign to “steal” the buzz during the 2015 Superbowl.
Also Read: With #HappyBeerTime Carlsberg Extends Happy Hours
The Superbowl is not only known as the best American Football game of the year. It also is is one of the most watched annual sporting events in the world.
[quote]On Superbowl Sunday, the US is BIG, LOUD and… expensive.[/quote]
As such, the Superbowl has become one of the most expensive advertising spot nowadays, with with advertisers paying as much as $3.5 million for a thirty-second spot during Super Bowl XLVI in 2012.
If you like our stories, there is an easy way to stay updated:
Follow @wersm
So how can a brand like Volvo compete with other big car brands and the millions they invest in Superbowl advertising? The answer was very innovative in marketing: “We don’t, we steal it.”
Grey New York worked with Volvo to launch one of the best direct/reactive marketing campaign to date: #volvocontest.
The idea was quite simple, yet pure genius. Every time a car commercial was shown on TV during the Superbowl, Volvo invited viewers to tweet #volvocontest to get a chance to win a car for a person of their choice. This way, Volvo stole all the buzz away from other brands, refocusing viewer’s attention on theirs and shifting the social conversation to Volvo.
If you like our stories, there is an easy way to stay updated:
Follow @wersm
The results were amazing: up to 2,000 tweets per minute every time a car commercial was aired, totalising over 55,000 tweets and making #volvocontest the only car related trending topic on Twitter.
A very interesting way to use the $60 million spent by other car brands, right? And win the Grand Prix at Cannes too.
You might also like
More from Creative Campaigns
3 Courses To Help You Get Started With Facebook And Instagram Insights
Here are three Facebook Blueprint courses to help you get useful information from insights on how your business is performing …
New TikTok Feature Filters Out Videos With Epileptic Seizure Triggers
A new TikTok feature will help people who have epilepsy filter out photosensitive content that could trigger seizures.
Facebook Makes E.gg Available To All In The US
After announcing its E.gg experimental app in July, Facebook has now announced that anyone in the US can download it …
These Trasher x adidas Sneakers Are Not Just For The Skaters
Trasher meets adidas for a beautiful rendering of the Superstar ADV and Tyshawn. But be careful, these bad boys aren't …
Brands Get More Flexibility Over Branded Content Ads Creation On Instagram
Instagram has upgraded its Branded Content ads creation process, letting brands create Branded Content ads without a creator first posting …
Nikon Is Bringing Back Its Free Online Photography Classes
Nokia is bringing back free online photography classes, just in time for the holiday season.
Snapchat Announces Spotlight: An In-App Entertainment Platform For User Generated Content
Snapchat has announced a new curated entertainment platform that will surface the most entertaining Snaps all in one place.
Instagram Brings Keyword Search To Six Countries
Instagram is upgrading search on its platform, letting users in six English-speaking countries make keyword searches.
5 Tips To Make The Online Shopping Experience Easier
Here are 5 questions to ask yourself to help you make the online shopping experience easier for shoppers.
