Volvo believes that vampires can sell cars.  Volvo’s product placement deal with Summit Entertainment for the new Twilight movie now also features a contest.  Whatdrivesedward.com allows consumers to enter to win a chance to attend the premiere of The Twilight Saga: New Moon, meet the cast and win their own Volvo XC60 (Edward’s car of choice in the movie).  The site features trailers, a variety of photo downloads and wallpapers.  Volvo is also running commercials promoting the contest and driving fans to the website.

Fans will have a chance to win the XC60 beginning Nov. 1st.  They will have to answer a series of questions, but are encouraged to exchange hints through Twitter, Facebook and MySpace.  The first one to solve the puzzle wins.

Interestingly enough, Volvo isn’t targeting the 16 or 17 year old drivers.  They are hoping that the Twilight tween girl following, will be picked up by the girls moms who will in turn purchase the vehicle.

For the full article, go to: http://www.brandweek.com/bw/content_display/news-and-features/incentive/e3i148e1ece59e598659bc87af94206d30b?imw=Y

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