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.
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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.
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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.
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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.